Head Performance Marketing

At GUS Global, we are seeking a high-performing, results-oriented Head - Performance Marketing to lead digital initiatives and enrollment growth for our portfolio of educational institutions. This critical leadership role requires a strategic thinker with over 18 years of experience who can align data, people, and processes to scale high-impact digital initiatives and drive measurable business outcomes.

Core Responsibilities & Strategic Leadership

Strategic Planning:  Lead large-scale performance marketing initiatives and develop omnichannel marketing plans to fuel business growth for multiple universities.
Performance Optimisation:  Drive student enrollment growth and increase conversion rates through data-led strategies and rigorous performance marketing.
Budget Ownership:  Manage multi-million-dollar marketing budgets and optimise ROI, focusing on reducing (CAC) through data-driven, robust ROI models.
Team Building:  Build, mentor & lead cross-functional in-house teams, including PPC analysts, SEO specialists & designers - to achieve 100% internal capability.
Process Excellence:  Enhance team collaboration, process efficiency, and KPI-driven decision-making.
Strategic Growth:  Own the  LTV: CAC framework , ensuring that marketing strategies prioritise applying students’ quality & long-term retention alongside volume.
Privacy & Data Strategy:  Develop and lead a  First-Party Data Strategy  to future-proof performance marketing against evolving global privacy regulations.

2. Technical Expertise & Digital Growth

Multi-Channel Integration:  Expertise in integrating SEM, SMM, and SEO & GEO to optimise ROI and campaign performance.
Growth Strategy:  Lead the strategic implementation of growth initiatives to deliver system cost savings and improve customer acquisition.
Data-Driven Insights:  Utilise advanced data analytics, A/B testing, and AI-driven insights to refine bid strategies, audience segmentation, and ROI across all digital channels.
Advanced Attribution:  Lead  Marketing Mix Modelling (MMM)  and  Incrementality Testing  to accurately measure the true business impact of digital spend across all touchpoints.
AI Operations:  Oversee the integration of  AI-driven creative production  and predictive bidding models to stay at the forefront of ad-tech innovation.
Conversion Rate Optimisation (CRO):  Constantly refine the customer journey to improve user engagement and website-to-lead conversion metrics.

3. Key Performance Indicators (KPIs)

Enrollment Growth:  Target of achieving YOY growth in student enrollments.
LTV Optimisation:  Targeting an optimal  LTV: CAC ratio  to ensure sustainable long-term profitability.
Conversion Efficiency:  Improve YOY conversion rates and  Lead-to-Enrollment velocity .
CAC Reduction:  Have a strong hold on Customer Acquisition Costs through channel optimisation and incrementality insights.

4. Required Experience & Qualifications

Education:

B. Tech in a related technical field is preferred. A Master's in marketing or a related field is highly preferred.

Experience:

18+ years in digital marketing, with a proven track record in performance marketing in the Education, Tech, or industry, highly dependent on customer acquisition through digital channels.
Leadership Background:  Experience managing large teams, managing high-level strategic partnerships, and a history of successful stakeholder engagement.
Certifications/Training:  Google Ads Fundamentals, Search, You Tube, Meta Ads, AI.

5. Soft Skills & Competencies

Alignment:  Ability to align data, people, and processes for maximum organisational impact.

Innovation:  Resourcefulness in leveraging new technologies and AI to stay ahead of market trends.
Financial Acumen:  Ability to translate complex marketing data into commercial business cases.
Mentorship:  A passion for developing talent and building a dynamic, high-performing workforce.

Please share your profile kabal if the opportunity sounds exciting to you.