The Role
The Senior Performance Marketing Manager will act as the lead specialist across paid search, paid social, marketing automation and web analytics. The job holder will provide specialist knowledge and strategic direction to effectively prioritise, manage and implement activity across these channels, across a number of websites, whilst line managing a team of three performance marketing channel specialists.
The job holder is responsible for defining and delivering KPIs, establishing revenue and spend models that enable optimal allocation and ROI positive management of media spend. They have a key role in ensuring we reach and exceed commercial goals.
Key Responsibilities
- Strategic Execution: Working with subject area marketers develop and implement performance marketing strategies across paid search and paid social. Working closely with marketing leaders and other stakeholders to ensure cohesive strategy execution that contributes to revenue generation.
- Team Leadership: Inspire and lead a team of three performance marketing specialists: a paid social specialist, marketing automation specialist and a data analyst, creating a collaborative and innovative culture. Attract, develop and retain a talented team that helps the industry in innovation and best practices. Identify and put in place the resources, expertise and capabilities required to deliver the business goals for specified areas.
- Stakeholder Management: Develop strong and effective working relationships across the marketing team and wider business to promote and evolve performance marketing. Working closely with Sales and Marketing LT to drive and optimise conversion.
- Drive vision and integrated strategy for business's demand generation and growth marketing efforts across all touchpoints, including paid media, SEO/SEM, retargeting.
- Work with the teams to identify, prioritise and champion continuous advancement of digital marketing, including targeting, personalisation and implementation of new technology.
- Paid Search Leadership and Agency Management: Be the sole lead on Google Ads and Microsoft Ads activity, including advertising across YouTube and the Google Display Network. Have full ownership of managing the relationship with a paid search agency and collaborate with them across keyword research, landing page optimisation, budget management and bidding optimisations, ad copy writing and ongoing A/B and multivariant testing of copy.
- Data and Insights: Monitor performance and continuously seek and test new ways to drive effectiveness and improved marketing outcomes, communicate results and their importance to internal stakeholders. Forecast performance metrics and contribute to the wider business forecasting process. Develop reporting methodologies to track and disseminate learnings across teams. Oversee the monitoring of the online marketing environment and identify new opportunities for the expansion, personalisation and automation of our existing performance marketing measures.
- Provide forward-thinking channel recommendations to support integrations, automation, data and platform health and voice digital marketing requirements for new business initiatives, implement best practices for testing frameworks and reporting methodology.
- Budget Management: Managing budgets and campaigns across all digital channels to drive strong return on investment and channel effectiveness which drive business revenue and share growth. Be responsible for recommending paid media budget spends across a wide variety of campaigns and that these set budgets are met on a day-to-day basis. Be responsible for an annual performance marketing tools budget and ensure payments are met promptly.
- Web Analytics and Reporting: Lead the team in monitoring and measuring web analytics, ensuring data-driven insights are shared with expert knowledge across the marketing team and wider stakeholders. Guide resource allocation and strategic decision-making leading to improved revenue generation from these insights.
- Best Practices: Establish and promote best practices in performance marketing operations and demonstrate their link to revenue generation. Drive performance marketing strategies and channels across teams and lead on ways of working that ensure consistency and high quality in all performance marketing activities.
- Innovation: Be a leader within the marketing team for pushing new marketing tools and approaches across performance marketing. Be a leader in creating cross-department relationships for knowledge sharing and be a voice for encouraging creative experimentation across our performance marketing channels.
Qualifications
The role requires specialist knowledge of paid search, paid social, marketing automation and web analytics, plus the ability to clearly share this knowledge with marketing colleagues and wider team stakeholders, as well as the skills needed to lead a team of performance marketing specialists.
Essential
- Experience in a similar role as well as experience building effective multi-channel marketing strategies, including, PPC, SEO, ABM, social media and other digital channels.
- Able to be both pro-active and reactive to optimise and iterate campaigns, with a strong analytical mind, comfortable diving into data to produce informed strategic recommendations and insights.
- Strong people manager, with a focus on talent development and experience of vision articulation to strategy and strategy to execution.
- An in-depth understanding and hands-on experience of paid search, with a proven track record in terms of ROAS, ROI and overall revenue.
- An in-depth understanding of paid social, with a proven track record of successfully promoting a B2B business across these channels.
- An understanding of email and marketing automation with proven experience of nurturing leads through the marketing journey.
- An understanding of web analytics, especially Google Analytics 4 and Looker dashboards, and how to track leads and conversions with Consent Mode v2.
- Experience in creating performance marketing campaign strategies that cohesively fit into broad marketing campaigns seamlessly.
- Experience in reporting performance marketing performance to a wide range of stakeholders at various levels of marketing knowledge.
- Experience in team management in a marketing environment.
- Experience in agency management across paid search or wider marketing disciplines.
- Experience in landing page design, testing and optimisation.
Desirable
- Experience in SEO and an understanding of how it works with paid search.
- Experience using BigQuery or another data warehouse, and some SQL knowledge.
- Experience using Tableau.
- Experience of creating training sessions and/or documentation.
- Google Ads qualification.
- Educated to a degree level or equivalent qualification.
- A good understanding of the UK education sector.
