WALL STREET ENGLISH ★ 3.2

Key Purpose of the Job:

The Performance Marketing Team Lead is responsible for developing, executing, and optimizing data driven marketing strategies to drive business growth, maximize advertising efficiency, and ensure performance exceeds defined KPIs (leads and brand metrics) across all digital channels.

This role leads the performance marketing team as an inhouse agency, manages multichannel campaigns (Meta, Google, TikTok, Affiliate, CRM…), and collaborates across departments to deliver sustainable business results for BUs (Wall Street English, Kids&Us, Logiscool).

Key Areas of Responsibility:

1. Strategy and Planning

• Develop the overall Performance Marketing strategy aligned with business objectives.

• Plan channel budgets and optimize allocation based on ROI/ROAS.

• Define and manage shortterm and longterm campaigns: acquisition, remarketing, retention, and growth initiatives.

2. Execution & Performance Optimization

• Identify digital audiences matching assigned brands targeted personas based on assumptions

• Work in close collaboration with Brand team to develop content and creatives adapted to the digital marketing strategy

• Configure settings in digital platforms management tools (Search engines, social media / messaging management platforms) to drive brand awareness and/or lead acquisition

• Execute the digital marketing strategies, aligning the targeting and segmentation of the campaign, as well as the allocation of budgets across paid social, paid search and paid display digital marketing channels (sources) in order to meet performance marketing objectives

• Analyze the performance of the previous and current digital marketing campaigns, content, creatives and / or settings to identify market trends

• Report on the effectiveness of the digital marketing strategies and campaigns to the Head of Marketing

• Liaise with the Brand team to improve the quality of creatives and content for digital marketing campaign with A/B Testing results

• Adjust the configuration of the settings in digital platforms management tools

3. Digital Marketing Management and Business Intelligence Tools

• Manage website performance and SEO optimization tools

• Ensure the effective collection of lead via digital channels such as Website, Facebook Messengers and other social media channels

• Monitor leads status / workflow and data tracking in the CRM and other software within the technology ecosystem

• Ensure accurate information in business intelligence tools for supply performance management

• In collaboration with the Software & Analytics function, develop and improve dashboards providing relevant business intelligence for effective decision making

4. Team management

• Recruit, train and manage the performance of the members of the Performance Marketing team

• Work with community management team, content team, creative team, telemarketing team closely to ensure the quality of leads

Required Competencies

· Strong experience at conceptualizing and executing high quality performance marketing strategies.

· Advanced knowledge in SEO, SEM & the digital marketing tools (Ads Manager, Google’s AdWords, Hubspot, Pancake, Hootsuite, Facebook Insights, Google analytics etc.)

· Ability to do result-driven Data Analysis

· Ability to build, run and analyze CRM Automation campaigns

· Advanced knowledge in tracking performance marketing campaigns across digital platforms

· UI/UX Skills and an understanding of customer experience

· Leadership skills including motivating employees to perform well

· Great communicator and good interpersonal skills

· Autonomous, reliable and collaborative

· Ability to make sensible decisions in a fast-paced environment

· Ability to work under pressure and comply to tight schedules

· Good working attitude

· Knowledge in Education industry is a plus

· Bachelor’s Degree

· Digital Marketing related Diploma/Degree (Preferrable)

· At least 5 years’ experience, and 2 years’ experience in management role.

· Fluent in English