Head of Marketing Measurement & Attribution

Role type:
Permanent

Location:
London

Salary:
Competitive Compensation

Global University Systems (GUS) is an international education group that empowers students to transform their lives through education. We believe education drives careers, lives, and society forward, enabling a brighter and more sustainable future for all. Our institutions offer the broadest range of industry-relevant skills through inclusive, accessible and digital-first learning. We offer a choice of career-enhancing certificates, degrees and post-graduate level qualifications, equipping our thriving multi-national community of students for lifelong success.

Our world-leading network and state-of-the-art institutions power the upskilling of our students worldwide.

The Head of Marketing Measurement & Attribution will establish and lead a centralised attribution and measurement capability that enables confident, evidence-based marketing investment decisions across multiple global institutions.

This role is responsible for improving signal quality, reducing capital allocation risk, and delivering decision-grade attribution across long sales cycles, multi-touch journeys, and complex cross-domain environments.

The role sits within Digital Operations and focuses on infrastructure, governance, and commercial decision enablement, not performance marketing execution.

• Own operational delivery of the global attribution roadmap (Signal Recovery, Signal Resilience, Decision Augmentation).
• Improve deterministic attribution coverage from current baseline (~60–70%) toward ≥80% where technically feasible.
• Lead implementation of GCLID recovery, call tracking, cross-domain persistence, and offline conversion matching.
• Establish governance for UTMs, GTM, GA4, Salesforce tracking, and data integrity.
• Define and maintain attribution models (First Touch baseline + deterministic and directional multi-touch views).
• Translate attribution gaps into quantified commercial risk and decision impact.
• Partner with Performance, CRM, Data, Tech, and Product teams to ensure consistent tracking architecture.
• Provide executive-ready insights with explicit confidence bands and documented assumptions.
• Develop and maintain attribution KPI framework and integrity metrics.
• Build documentation, automation, and redundancy to reduce reliance on manual processes.

• Strong experience in multi-touch attribution, offline conversion tracking, and marketing measurement frameworks.
• Deep understanding of Google Ads, Meta, GA4, GTM, Salesforce, and CRM integration.
• Experience working in long sales-cycle environments.
• Ability to quantify commercial risk and communicate to executive stakeholders.
• Strong cross-functional leadership and stakeholder management skills.
• Experience designing governance frameworks and measurement operating models.

• Increase deterministic attribution coverage from ~60–70% baseline to ≥80% where technically feasible.
• Improve Paid Signal Recovery Rate (Month-on-Month improvement in GCLID, call tracking and offline match rates).
• Applications with Campaign Linkage % (target progressive improvement per quarter).
• Campaign-linked Call Attribution % (dynamic call tracking live across priority brands).
• Cross-Domain Persistence Rate (www → OAP tracking stability).
• Offline Conversion Upload Match Rate (Google & Meta).
• Reduction in ‘Other’ / Unattributed Lead Source % (monthly audit & correction process).
• Executive Confidence Index – documented confidence bands on Paid vs Organic contribution.
• Time-to-Insight Cycle – reduce lag between campaign launch and decision-ready performance signal.
• Successful delivery of Tier 1 (Signal Recovery), Tier 2 (Signal Resilience), and Tier 3 (Decision Augmentation) roadmap milestones.

• Bachelor’s degree in Marketing, Business, Data Analytics, Computer Science or equivalent practical experience in marketing measurement and attribution leadership.
• 8+ years experience in marketing analytics, attribution, or measurement within a multi-channel digital environment.
• Proven experience designing and implementing multi-touch attribution frameworks.
• Han…