Martech & Lead Engagement Manager

The MarTech and Lead Engagement Manager will own the engagement journey after a lead enters the admissions funnel. The role will use CRM journeys, WhatsApp, email, remarketing and automation to improve lead qualification, application movement and database. The role will also manage the SEO, GEO and AEO agency to improve organic and AI-led discoverability for priority institutions and programs. This is a conversion-focused role, with success measured through funnel movement rather than communication volume.
Responsibilities:
Build and manage engagement journeys for fresh leads, unreachable leads, qualified leads, incomplete applications, offer holders and dormant databases.
Improve Lead Qualified Lead Application movement through stage-based WhatsApp, email, CRM automation and remarketing.
Create reactivation campaigns for old databases and previous admission-cycle leads.
Maintain clear segmentation by institution, program, audience type, lead stage and admission timeline.
Work with Admissions and Calling teams to understand objections, contactability issues and funnel drop-offs.
Coordinate with Performance Marketing to build remarketing audiences and bottom-funnel campaigns.
Work with Revenue Operations and CRM teams on stage mapping, triggers, data hygiene and automation requirements.
Manage the SEO, GEO and AEO agency against clear program, traffic, discoverability and brand-protection priorities.
Ensure accurate information on programs, fees, rankings, accreditations and admissions is visible across search engines and AI platforms.
Report on engagement, reactivation, application movement and organic contribution.
Requirements:
3-5 years of experience in lifecycle marketing, CRM marketing, marketing automation or lead engagement.
Hands-on experience with CRM platforms, WhatsApp tools, email automation and remarketing audiences.
Experience in higher education, edtech, BFSI, real estate, healthcare or another high-consideration lead-generation category is preferred.
Working understanding of SEO, website analytics and organic search.
Experience working with sales, admissions or inside-sales teams is strongly preferred.
Strong understanding of lead funnels and stage-based communication.
Ability to convert funnel insights into practical engagement journeys.
Comfortable working with CRM reports, lead-level data and campaign dashboards.
Strong coordination across Admissions, Performance, Brand, CRM, Technology and agency teams.
Ability to manage multiple institutions and programs simultaneously.
Preferred Tool Exposure: CRM and marketing automation platforms like WebEngage, MoEngage, WhatsApp and email tools, Meta and Google audience systems, GA4 Search Console, SEO tools, Looker Studio, Excel and Google Sheets.

Experience
3-7 yrs