Director - Demand Generation & Digital Marketing

Overview

We are seeking a highly performance-driven Director – Marketing to lead Demand Generation & Digital Marketing for our childcare and early childhood education centers across North America. This role is accountable for building a scalable, predictable parent acquisition engine that drives qualified top-of-funnel leads and increases enrollments across academies in the US and Canada.

Based in Chennai, the Director will operate as the global digital growth owner — combining deep performance marketing expertise, strong analytical rigor, and an understanding of North American parent decision journeys.

This is a revenue-impact role, not a brand-only position.

What Success Looks Like (First 6 Months)

Measurable increase in qualified parent inquiries across markets

Improved lead-to-tour and tour-to-enrollment conversion

Reduced cost per lead and cost per enrollment

Predictable monthly demand pipeline aligned to center capacity

Strong marketing → admissions funnel discipline

Core Responsibilities

1. North America Digital Demand Generation (Primary Charter)

Own the end-to-end digital marketing strategy for US and Canadian academies

Build and scale multi-channel acquisition across:

Google Search & Performance Max

Meta (Facebook/Instagram)

Local SEO & Google Business profiles

Retargeting and lifecycle campaigns

Develop geo-targeted campaigns by city/center catchment

Optimize for high-intent parent leads, not vanity metrics

Manage seasonal enrollment pushes and center launch campaigns

2. Parent Funnel & Conversion Optimization

Design and optimize the full parent journey: awareness → inquiry → tour → enrollment

Partner closely with Admissions and Center teams

Identify and fix funnel leakage points

Drive landing page testing and CRO initiatives

Improve lead quality and speed-to-contact metrics

3. Performance Marketing & Revenue Analytics

Own weekly and monthly marketing performance reviews

Track and optimize key metrics:

Cost per lead (CPL)

Cost per enrollment (CAC)

Lead-to-tour conversion

Tour-to-enrollment conversion

Channel ROI by market

Build scalable dashboards with BI team

Drive test-and-learn experimentation culture

4. Marketing Technology, Attribution & Automation

Strengthen marketing tech stack and attribution discipline

Ensure clean lead tracking across all North American campaigns

Improve CRM and marketing automation workflows

Leverage AI and automation to improve campaign efficiency and speed

Maintain strong data hygiene between marketing and admissions systems

5. Team Leadership (India Hub)

Build and lead the India-based digital marketing team

Manage specialists across paid media, SEO, content, and analytics

Oversee external agencies where applicable

Establish clear KPIs, weekly cadences, and accountability

Build a high-speed, performance-first marketing culture

6. Cross-Functional & Global Collaboration

Work closely with:

North America Admissions teams

Center Directors

Global Marketing leadership

BI/Data teams

Align demand generation with enrollment targets and center capacity

Support new academy launches and market expansion

Required Experience

10+ years in Demand Generation, Digital/Performance Marketing

Proven success driving lead generation for multi-location businesses

Experience marketing to US and/or Canadian audiences (strongly preferred)

Hands-on expertise managing paid media at scale

Experience owning funnel metrics through to conversion

Prior team leadership experience required

Strong Plus (if available):

Childcare, education, healthcare, or franchise marketing

Multi-geo or international demand generation

Local market (city-level) performance marketing

Parent or family audience targeting

Critical Skills

Performance marketing and growth mindset

Deep Google Ads & Meta Ads expertise

Strong understanding of North American digital behavior

Local SEO and Google Business optimization

Funnel analytics and attribution

Budget optimization and ROI discipline

Strong stakeholder and cross-time-zone collaboration

High ownership and execution intensity

Work Environment Requirements

Full-time, on-site role based in Chennai, India.

Must be available for regular collaboration with North American teams (up to 30% time overlap with Mountain Standard Time).

Ability to work independently while managing a distributed creative team.

Comfortable working collaboratively with remote and local teams

Comfortable working in a fast-paced, dynamic environment.