Job Description

Position Title:

CRM & Marketing Automation Manager

Location:

IMS Design & Innovation Academy (IMS DIA), Noida

Reports To:

Vice President

Employment Type:

Full-Time (Onsite)

Experience Required:

4-7 Years in CRM, Marketing Automation, or Growth Marketing (Education sector preferred)

About IMS DIA

IMS Design and Innovation Academy (IMS DIA) is a leading institution offering specialized programs in

Fashion, Interior, Product, Jewelry, and Communication Design.

With a mission to empower students to succeed in global creative industries, IMS DIA blends

design thinking, innovation, and academic rigor

.

To strengthen student acquisition, engagement, and retention, IMS DIA seeks a

CRM & Marketing Automation Manager

to build, manage, and optimize its CRM ecosystem and automation platforms.

Role Overview

The

CRM & Marketing Automation Manager

will be responsible for the

end-to-end management of CRM platforms, marketing automation campaigns, and lead funnel optimization

. The role involves designing

personalized communication workflows

, ensuring

data accuracy and compliance

, and driving

measurable enrollment growth

.

This role requires a

blend of technical expertise, marketing knowledge, and analytical skills

to ensure seamless student journeys from inquiry to enrollment to retention.

Key Responsibilities

1. CRM Management & Strategy

Own the

end-to-end CRM system

, ensuring it is fully functional, scalable, and aligned with institutional needs. Define

data architecture, segmentation, and lead scoring models

. Ensure

data accuracy, hygiene, and compliance

with Indian IT/Data Protection laws and GDPR. Regularly update and optimize the CRM to adapt to new business requirements.

2. Marketing Automation

Develop and execute

automated multi-channel campaigns

(Email, SMS, WhatsApp, In-App, IVR). Create

personalized journeys

for: Prospective students. Parents & guardians. Enrolled students (engagement, retention). Alumni (referrals, advocacy). Build

trigger-based workflows

(application abandonment, payment reminders, post-event engagement, onboarding). Maintain campaign calendars aligned with

admissions cycles, academic sessions, and marketing initiatives.

3. Lead Management & Funnel Optimization

Track leads across the funnel:

capture ? nurture ? application ? enrollment ? retention.

Collaborate with Admissions to ensure

quality leads are prioritized and converted.

Develop

conversion-focused workflows

that reduce drop-offs. Maintain visibility of

lead source performance

(paid campaigns, organic, referrals, outreach). Suggest improvements to increase

conversion efficiency and reduce cost per acquisition.

4. Analytics & Reporting

Generate

weekly, monthly, and quarterly dashboards

for leadership teams. Track and analyze: Lead-to-application and application-to-admission ratios. Engagement rates (open rates, CTR, response rates). ROI of marketing campaigns and automation tools. Conduct

predictive analytics

to forecast enrollment trends. Provide actionable insights for

campaign optimization and budget allocation.

5. Student Engagement & Retention

Create

automated onboarding workflows

for newly admitted students. Design

engagement and retention programs

to minimize attrition. Implement

feedback loops

(NPS, satisfaction surveys) for continuous improvement. Build

student engagement health scores

and report on at-risk students for proactive interventions.

6. Cross-Functional Collaboration

Work closely with:

Marketing Team:

Campaign alignment and messaging.

Admissions Team:

Lead conversion and follow-up support.

Academic Teams:

Student engagement workflows.

Finance:

Payment reminders and fee-related automation. Ensure CRM is integrated with all

marketing, admissions, LMS, and finance systems.

Train staff on

CRM best practices, usage, and adoption.

7. Budget & Compliance

Manage the

CRM and automation budget

effectively. Negotiate with vendors and ensure cost-efficiency. Conduct periodic

risk assessments

(data privacy, downtime, vendor dependency). Ensure full compliance with

regulatory frameworks

(GDPR, UGC/AICTE, Indian IT Act).

Key Performance Indicators (KPIs)

Category

KPIs / Success Metrics

Data Quality

95%+ data accuracy, minimal duplicate leads

Lead Conversion

Lead-to-application %, Application-to-admission %

Campaign Performance

Open rate, CTR, conversion %, unsubscribe rate

Funnel Efficiency

Reduced drop-offs, shortened time-to-conversion

ROI & Budget

Cost per lead, cost per enrollment, ROI by channel

Engagement & Retention

Retention %, student engagement health scores

Reporting & Adoption

Timely delivery of reports, cross-team CRM adoption

Candidate Profile / Requirements

Education

Bachelor's or Master's degree in

Marketing, Data Analytics, Business, or Technology.

Experience

4-7 years in

CRM management, marketing automation, or growth marketing.

Preferred: Education sector or enrollment-driven campaigns.

Technical Skills

Proficiency in

CRM & Marketing Automation platforms

(Lead square). Knowledge of

Google Analytics, Power BI/Tableau, MS Excel (Advanced)

. Strong understanding of

API integrations and system workflows.

Core Competencies

Strong

analytical and problem-solving skills.

Proven ability to design and manage

lead funnels and automation journeys.

High proficiency in

campaign management

and reporting. Excellent

project management and organizational abilities.

Soft Skills

Strong

interpersonal and communication skills.

Ability to work across departments and influence adoption. Proactive, detail-oriented, and

solution-driven.

Comfort with a

fast-paced, target-driven environment.

Reporting Structure

Direct Reporting:

Vice President

Functional Collaboration With:

Marketing, Admissions, Creative, Academic, Finance

Career Progression / Growth Path

Year 1-2:

CRM & Marketing Automation Manager - hands-on implementation and optimization.

Year 3-4:

Senior Manager - CRM & Growth Marketing - policy input and Pan-India automation scaling.

Year 5+:

Head - CRM & Student Engagement - institution-wide strategic leadership.

Why Join IMS DIA?

Opportunity to lead CRM & automation in a

premium design academy.

Direct impact on

enrollment, student engagement, and brand success.

Exposure to

cross-functional collaboration

in a creative and dynamic environment. Competitive salary, growth opportunities, and professional development support.

Annexures (For Consultant Reference)

Annexure 1 - CRM Funnel Overview

Lead Capture ? Segmentation ? Nurture ? Counselor Hand-Off ? Application ? Admission ? Onboarding ? Retention ? Alumni.

Annexure 2 - Reporting Templates

Weekly Dashboard:

New leads, conversion rates, campaign performance.

Monthly Report:

ROI by source/channel, funnel analysis.

Quarterly Report:

Strategic insights, predictive forecasts, process gaps.

Annexure 3 - Sample Budget Heads

Activity

Budget Head

Range (?)

CRM License/Tools

Subscription

2-5 Lakh/year

Email/SMS/WhatsApp Campaigns

Marketing Automation

1-3 Lakh/month

Lead Data Procurement

Vendor/Agencies

50k-2 Lakh/month

Training & Adoption

Workshops, Demos

1-2 Lakh/year

Job Type: Full-time

Pay: ?50,000.00 - ?60,000.00 per month

Benefits:

Provident Fund
Work Location: In person