Job Requirents
JOB RESPONSIBILITIES
1. Digital Growth Strategy & Acquisition
- Develop and execute digital acquisition plans across Google, Meta, SEO, and emerging channels.
- Identify growth opportunities, prioritize initiatives, and continuously optimize channel performance based on lead quality, conversion, and acquisition costs.
- Build channel-specific plans and targets covering traffic, lead generation, qualified leads, and digital-attributed enrollments.
- Identify acquisition and conversion bottlenecks using data, customer insights, and market analysis.
- Evaluate and recommend new acquisition opportunities based on scalability, lead quality, and commercial potential.
2. Performance Marketing & Budget Management
- Own the strategic planning and performance of digital advertising channels, including Google, Meta, YouTube, and other relevant platforms.
- Develop and manage media budget allocation across channels, campaigns, products, and customer segments.
- Optimize marketing investment based on CPL, CPQL, CAC, conversion rates, and enrollment contribution.
- Monitor performance against approved budgets and targets, proactively reallocating investment when necessary.
- Oversee campaign testing strategies, including audience, creative, bidding, landing pages, and channel optimization.
- Work closely with Brand and Creative teams to translate audience insights into effective campaign messaging and content.
3. Conversion Funnel & Lead Quality Optimization
- Monitor and optimize the digital acquisition funnel from traffic and engagement to lead generation, qualification, and enrollment.
- Analyze conversion performance across key funnel stages to identify drop-offs and improvement opportunities.
- Partner with Sales, Telemarketing, and CRM teams to improve lead quality, lead handover, conversion visibility, and feedback loops.
- Identify and recommend landing page, messaging, audience, and customer journey improvements.
- Define and implement structured A/B testing and conversion rate optimization initiatives.
- Collaborate with relevant teams on lead scoring, nurturing, remarketing, and reactivation opportunities, with clear ownership of execution.
4. Data Analytics, Forecasting & Performance Diagnosis
- Develop performance measurement frameworks covering channel efficiency, lead quality, funnel conversion, and business contribution.
- Build and maintain performance dashboards, reporting structures, and performance review routines.
- Own digital performance forecasting, including projected leads, qualified leads, acquisition costs, and enrollment contributions.
- Translate data into actionable business insights, clearly identifying root causes, risks, opportunities, and recommended actions.
- Oversee tracking accuracy, conversion events, attribution governance, and marketing data quality in collaboration with relevant technical and CRM teams.
- Present performance insights and recommendations to the Head of Marketing and relevant stakeholders. Every performance review is expected to address: What happened, why it happened, its business impact, and what actions should be taken next.
5. Organic & Emerging Channel Development
- Oversee organic search performance and ensure alignment between SEO strategy and overall acquisition goals.
- Guide SEO and GEO/AEO initiatives to improve discoverability, relevant organic traffic, and qualified lead contribution.
- Evaluate emerging digital channels and technologies based on their potential business value.
- Encourage practical adoption of AI and automation to improve marketing effectiveness and team productivity.
6. Team Leadership & Cross-functional Collaboration
- Lead, coach, and manage the Digital Performance team, including Google, Meta, and SEO specialists.
- Establish clear accountability, individual KPIs, operating routines, and performance expectations.
- Develop team capabilities in analytical thinking, problem-solving, experimentation, and data-driven decision-making.
- Ensure effective collaboration with Brand, Sales, CRM, IT, and external partners.
- Manage relevant media, technology, and agency partners against agreed deliverables and performance standards.
- Take ownership of team results and proactively escalate material risks with recommended solutions.
REQUIREMENTS
- 5+ years of experience in digital/performance marketing, including at least 2 years in a team lead or management role.
- Strong hands-on knowledge of Google Ads, Meta Ads, GA4, GTM, and performance analytics, with working knowledge of SEO and CRM.
- Proven experience managing advertising budgets, optimizing acquisition costs, and improving lead quality or conversion rates.
- Strong analytical and commercial thinking, with the ability to diagnose problems and recommend practical solutions.
- Experience managing team performance and collaborating with cross-functional stakeholders.
- Proactive, accountable, and comfortable working in a fast-paced, results-driven environment.
- Working proficiency in English. Experience in education or lead-generation-driven businesses is an advantage.