Paid-media analysts
You manage single-channel campaigns under supervision and want the analytical depth to move into independent ownership and senior specialist roles.
0–2 years
Performance Marketing · 12 Weeks · Online
Drive measurable acquisition and revenue through paid channels.
The Performance Marketing programme develops the analytical, technical, and operational competencies that separate execution-level marketers from professionals who can own paid acquisition end to end.
Who it's for
Built for the role, not the tool.
Most paid-media training is built around platforms — Google Ads this, Meta Ads that. Tools change. The competencies that define a Performance Marketing Specialist remain structurally stable: analytical reasoning, channel orchestration, budget judgement, and the discipline to measure what matters.
This programme is for professionals who want to own paid acquisition — not just operate it. It develops the cognitive infrastructure that scales from a single-channel campaign to a multi-channel paid strategy.
Check your readiness →Channel specialists
You run Google Ads or Meta Ads day to day but lack the cross-channel command and budget judgement that the next level requires.
2–4 years
Career switchers
You bring analytical strength from finance, consulting, or engineering, and want a structured route into a paid-acquisition role where that strength compounds.
Redirect
Working marketers
You operate across channels but your skills were assembled on the job. You want to convert scattered experience into a coherent professional foundation.
Consolidate
Competencies covered
The competency profile of a Performance Marketing Specialist.
Performance Marketing is built on three core competencies, supported by four reinforcing domains. The programme develops each in the proportion the role demands.
01
Analytical & Problem-Solving Ability
Diagnose underperformance, isolate the causal lever, and reason about data without being misled by it. The quantitative core of paid acquisition.
Core
Signal vs noise
Attribution
02
Domain & Technical Competence
Working command of the platforms, bidding architectures, tracking systems, and feed structures that underpin paid channels — without becoming captive to any single interface.
Core
Bid strategy
Tracking
03
Execution & Operational Discipline
Structured campaign launches, change controls, weekly cadence, and the operating rhythm that converts good plans into compounding outcomes.
Core
Cadence
QA
04
Strategic Thinking (Contextual)
Connect paid activity to commercial outcomes. Reason about CAC, LTV, payback windows, and the business case for every budget request.
Supporting
05
Communication Skills
Translate performance data into decisions leaders can act on. Defend a recommendation with the rigour the room requires.
Supporting
06
Ownership & Accountability
Own outcomes, not activity. Defend numbers, surface bad news early, and operate at the standard senior specialists are held to.
Supporting
Programme structure
12 weeks, six modules, one capstone.
The programme runs across twelve weeks, paired in two-week modules that develop competencies in sequence. Each module culminates in a portfolio-grade deliverable assessed against the role specification.
- Scenario-led modules — no platform tutorials
- Bi-weekly diagnostic checkpoints
- Portfolio artefacts at every stage
- Capstone in weeks 11–12
W1–2
Acquisition architecture
Map the paid funnel against the business model. Frame CAC, LTV, and payback so every later decision sits in a commercial context — not a dashboard one.
W3–4
Channel mechanics
Develop a working mental model of how Search, Social, and Display auctions work. Reason about bidding systems, audience signals, and creative as inputs to an optimisation engine.
W5–6
Measurement & attribution
Build a defensible measurement plan. Choose attribution models honestly, design incrementality tests, and distinguish signal from noise in conversion data.
W7–8
Creative & experimentation
Run structured creative tests under statistical discipline. Brief, evaluate, and iterate creative as a competency — not as taste.
W9–10
Budget strategy & scaling
Allocate budget across channels with reasoning a CFO can follow. Plan for diminishing returns, headroom, and the trade-offs of scale.
W11–12
Capstone & readiness review
Submit the capstone, complete the second diagnostic, and walk through portfolio review. Graduate with verified readiness for a Performance Marketing Specialist role.
Capstone project
A paid acquisition strategy you would actually ship.
The capstone is not a presentation deck. It is a portfolio-grade paid acquisition strategy for a defined business scenario — a brief that mirrors the work a Performance Marketing Specialist owns in their first ninety days on the job.
You will frame the commercial objective, design the channel architecture, model CAC and budget allocation, build a measurement plan, and defend the strategy against a structured review. The output is assessed against the role specification, not a rubric of completed tasks.
Capstone deliverables
Portfolio-grade
Commercial framingCAC · LTV · payback
Channel architectureSearch · Social · Display
Measurement planAttribution · incrementality
Budget modelAllocation · scaling
Defence reviewStructured panel
OutcomeRole readiness
Outcomes preview
Where graduates of this path go next.
The Performance Marketing path leads to defined progression milestones, mapped to industry trajectories. The numbers below summarise the structural outcomes the role is associated with.
Entry point
0–2 yrs
Paid media analyst · junior performance marketing executive · single-channel ownership
3-year trajectory
Sr. Specialist
Senior Performance Marketing Specialist or Lead · multi-channel paid strategy · budget ownership
5-year trajectory
Head of Paid
Head of Paid Media or Digital Marketing Manager · funnel ownership · team leadership
Programme details
Format, prerequisites, assessment.
Online delivery, bi-weekly diagnostic checkpoints, and a route in calibrated by the Role Readiness Assessment.
Duration
Twelve weeks across six two-week modules, plus the Base Module (4 weeks) for learners who require foundational development.
12 weeks
Delivery
Online and cohort-led, with structured checkpoints, scenario-led work, and live review sessions.
OnlineCohort-led
Assessment
Bi-weekly diagnostic checkpoints, a portfolio-grade capstone, and a structured readiness review at the end of the programme.
DiagnosticCapstone
Entry route
Calibrated by the Role Readiness Assessment. Strong foundations enter directly; foundational gaps route through the Base Module first.
Calibrated
Outcomes
Hear from our alumni
Real stories from the people we've trained — in their own words.
Aanya Sharma
Performance Marketer Swiggy
Rohan Mehta
Brand Lead Boat
Ishita Patel
SEO Specialist Nykaa
Karan Verma
Analytics Lead Razorpay
Pooja Reddy
Strategist CRED
Aditya Iyer
Content Strategist Zomato
Capability shift
What 12 weeks of Performance Marketing produces.
Pre- and post-programme assessment scores from the last three cohorts.
Build the capability paid acquisition actually demands.
Take the Role Readiness Assessment to find your entry point, or apply for the next Performance Marketing cohort.
Enrol in Performance Marketing →