Role Overview:

To lead and scale Bhanzu's paid acquisition efforts, driving high-quality leads or paid enrollments at efficient cost, while continuously optimising campaigns, creatives, and funnels.

You will own strategy, execution and measurement of growth via performance marketing channels, working cross-functionally with content, creative, analytics, product, and operations teams.

Key Responsibilities:

- Mentor or lead a team of performance marketers.

- Define and own the Performance Marketing strategy across paid channels, aligning with Bhanzu's growth, revenue, and enrollment goals.

- Manage campaign setup, optimisation, and scaling: keyword research, audience targeting, bidding and budget management.

- Work with creative and content teams to develop ad copy, creative assets, landing pages, and experiments (A/B or multivariate testing) to improve conversion rates.

- Implement and monitor tracking and analytics: ensure proper attribution, conversion tracking, ROI, CAC, and LTV metrics, and analytics tools (Google Analytics, conversion pixels, etc.) are set up and accurate.

- Monitor performance on key metrics: Cost per Lead (CPL), Return on Ad Spend (ROAS), Cost per Acquisition (CPA), Quality Score, Click-Through Rate (CTR), etc.

- Use data to identify bottlenecks across the funnel, suggest improvements, test hypotheses, and iterate rapidly.

- Manage budgets: forecast, allocate, and reallocate between channels and campaigns based on performance and testing.

- Stay updated with industry trends, platform changes, Google Ads policies, bidding and automation tools, etc., to leverage new features and maintain competitiveness.

- Collaborate closely with growth, product, creative and operations teams to ensure alignment from traffic acquisition to user onboarding and retention.

Must-Have Skills and Qualifications:

- Deep expertise in Meta and Google Ads.

- Strong understanding of paid acquisition metrics and ROAS, CPA, Lifetime Value (LTV), CAC.

- Proficiency in analytics tools, attribution, and tracking systems.

- Experience with A/B testing and conversion rate optimisation.

- Solid budget management skills; able to forecast, scale, and shift spend based on performance.

- Excellent data-driven mindset: ability to analyse large data sets, derive insights, and make recommendations.

- Good collaboration skills: working with creative, content, and product teams.

- Up-to-date with Paid Ads best practices and policy changes.

- Strong communication skills (written and verbal).

Good to have:

- Experience in EdTech, consumer, subscription models.

- Experience working with automation tools, scripts (e.g. for bidding), or managing programmatic display or retargeting.

- Experience with international markets (US, UK, GCC, ANZ, etc.), especially since Bhanzu operates globally.