Performance Marketing Specialist

Performance Marketing Specialist

Location: Cape Town

Working Practices: Hybrid | Mondays and Thursdays in office and remaining days remote

Contract Type: Permanent

Working Hours: 07H00 - 15H30 SAST

Reports to: Performance Marketing Manager

Position Summary

As the Performance Marketing Specialist, you will be responsible for supporting the Performance Marketing Manager in the management and optimisation of the performance marketing strategy and driving leads to meet the acquisition targets for our Partner Universities. While also advancing your own development in Performance Marketing, you will regularly report to the Performance Marketing Manager on campaign progress, insights and opportunities, while also ensuring campaigns are aligned to best practice methods. You will also collaborate with Marketing Managers, to further understand wider marketing undertakings, upcoming activities and share any relevant insights that may help them in strategic decision making.

Key Responsibilities

1. Campaign Management & Delivery

• Support the Performance Marketing Manager in implementing and optimising conversion, consideration and awareness campaigns across education brands, driving channel optimisation, effective budget management and opportunity identification.
• Support in ensuring ad content is compelling, relevant, aligned to brand guidelines, and fit for purpose across channels, strategy and audiences.
• Assess targeting, messaging and landing page experiences to ensure campaign relevance and lead delivery is aligned to budget.

2. Performance Analysis & Optimisation

• Evaluate campaign and creative performance across multiple criteria, including response rates, cost/revenue analysis, Cost per Lead (CPL), Cost per Acquisition (CPA), qualitative learnings and overall results.
• Provide optimisation recommendations across performance platforms to improve outcomes and efficiency.

3. Insights, Reporting & Stakeholder Support

• Provide rich performance, vertical and competitor insights to the Performance Marketing Managers, Head of Performance and Marketing Managers in a timely manner to inform decision-making and enrich performance marketing data.
• Support the Performance Marketing Manager and Head of Performance Marketing in delivering outcomes aligned to campaign objectives through data-led recommendations and collaboration.

4. Testing, Innovation & Capability Building

• Demonstrate a test-and-learn mindset by proposing rationalised initiatives and methods for reaching appropriate audiences across website and marketing channels.
• Support a culture of curiosity, innovation and internal capability-building within the performance marketing function.

What does success look like?

• Increase of enrolments from marketing channels
• Actionable lead target achievement
• Alignment of university value proposition across all acquisition funnel touchpoints (advertising, website, sales and student communication channels)
• Channel conversion metrics (through to sale)
• Successful management of internal stakeholders and partners
• Effectiveness (quantified) of key marketing activities
• Effectiveness (quantified) and engagement of ad creative assets
• Positive impact on culture, team participation and development
• Conversion improvements in student acquisition funnel (lead generation and nurture to enrolment)