Lead - Performance Marketing

Description:

We are looking to hire a Performance Marketing Lead who will own and manage the entire paid marketing charter across all group institutions.

This is a high-accountability, ROI-driven role, responsible for:

- deciding where to invest marketing budgets

- tracking performance and returns

- building a predictable lead engine for admissions

The role will act as an internal performance marketing agency, partnering with the Marketing Heads of each university to maximise campaign effectiveness and revenue outcomes.

The individual will lead a small in-house team and will work directly with the Founder to drive marketing efficiency, scalability, and impact.

Detailed roles and responsibilities:

1. Paid Media Strategy & Budget Allocation:

- Own the overall paid marketing strategy across all institutions and programs.

- Plan and allocate budgets across channels based on ROI and business priorities.

- Identify the most effective platforms for different program categories and learner segments.

- Drive media mix optimization for lead quality, scale, and cost efficiency.

2. ROI & Performance Governance:

- Track and report ROI, ROAS, CAC, CPL, and revenue-to-spend ratios.

- Build program-wise and channel-wise performance dashboards.

- Establish a strong attribution framework across the funnel.

- Continuously optimize campaigns based on data and conversion outcomes.

3. Campaign Performance & Conversion Optimisation:

- Ensure campaigns are structured for measurable outcomes and admissions impact.

- Drive A/B testing across creatives, landing pages, audiences, and messaging.

- Improve lead quality and conversion rates through data-led interventions.

- Work closely with the admissions and revenue teams to align on funnel performance.

4. Internal Stakeholder Partnership:

- Act as a performance marketing partner to the Marketing Heads of all universities.

- Translate brand and campaign objectives into high-performing paid strategies.

- Provide structured feedback on campaign effectiveness and scalability.

- Enable data-driven decision-making for marketing investments.

5. Analytics, Attribution & MarTech Integration:

- Implement and manage tracking frameworks across platforms and websites.

- Ensure accurate lead tracking from source to enrollment.

- Work with CRM and analytics tools to measure full-funnel performance.

- Build a single source of truth for performance reporting.

6. Lead Funnel Alignment:

- Align paid campaigns with admissions targets and intake timelines.

- Monitor lead velocity, quality, and stage-wise conversion performance.

- Optimise campaigns based on downstream revenue outcomes, not just top-of-funnel metrics.

7. Team Leadership & Capability Building:

- Lead and mentor a team of performance marketing executives.

- Set clear KPIs and productivity benchmarks for the team.

- Build strong execution discipline and testing frameworks.

- Continuously upgrade in-house capability and reduce dependency on external agencies.

8. Vendor & Platform Management:

- Manage external media partners and technology platforms where required.

- Ensure cost efficiency and performance accountability from all partners.

9. Forecasting & Business Visibility:

- Provide monthly and quarterly spend plans aligned with intake calendars.

- Forecast leads and performance outcomes based on historical data and growth plans.

- Highlight risks, gaps, and optimisation opportunities proactively.