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.

1. 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, YouTube, 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 at neha.sikka@gusindia.global if the opportunity sounds exciting to you.

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