Performance Marketing Manager - Middle East & Asia

Overview

Own paid acquisition strategy, media investment and performance across 30+ schools in the Middle East, Malaysia, India, Vietnam and Thailand, driving qualified demand and enrolments at the strongest commercial return.

What you'll do

• Own the annual and in-cycle paid acquisition strategy across markets, aligning investment and channel plans to enrolment targets, phasing, school capacity, admissions calendars and local market dynamics.
• Own online media allocation, phasing, pacing and reforecasting across the portfolio, making evidence-based trade-offs and reallocating investment to maximise qualified demand, enrolment outcomes and return.
• Track invoicing and accruals, reconciling agency fees and media spend with purchase orders/invoices.
• Own paid acquisition performance from demand generation through downstream enrolment outcomes, diagnosing material gaps and acting on Marketing-controlled levers while escalating or partnering on issues owned elsewhere.
• Lead disciplined optimisation and test-and-learn across paid acquisition, quantify commercial impact and scale successful approaches across markets without losing local relevance.
• Set the specialist approach and quality standards for paid channels, tracking, attribution and platform optimisation, within Group data, privacy and martech standards.
• Direct and challenge paid media agencies and specialist resources, setting clear commercial expectations, service standards and evidence-based ways of working, and hold partners accountable for performance.
• Identify paid-funnel conversion leakage and define performance requirements or testing hypotheses across landing pages, creative, CRM and Admissions hand-offs, partnering with the relevant owners on implementation, including briefing the creative team on improved paid media ads.
• Translate performance and enrolment data into clear portfolio recommendations and interventions, while advancing scalable performance-marketing standards, emerging platform capability, AI-enabled optimisation and shared learning across the division.

What you'll need

• Deep expertise across major paid platforms and the ability to set scalable channel, account, audience, bidding and optimisation approaches across markets.
• Ability to allocate, phase, reforecast and reallocate significant media investment against qualified demand, enrolment outcomes and portfolio return.
• Ability to diagnose performance from traffic through enrolment, distinguish root causes and improve Marketing-controlled conversion levers in partnership with adjacent owners.
• Strong working knowledge of tracking, GA4, tagging, offline conversion feedback, attribution and privacy-aware measurement.
• Ability to design disciplined tests across audiences, creative, bidding, offers and campaign structures, quantify impact and scale proven approaches.
• Ability to set outcome-based expectations, challenge external specialists with evidence and establish scalable standards, governance and delivery discipline.
• Strong fluency in AI-enabled campaign tools, automation and evolving measurement capabilities, with sound judgement on their commercial application within Group standards.
• Significant performance-marketing / paid-media experience with deep hands-on expertise in acquisition, optimisation and lead-generation funnels.
• Proven ownership of paid acquisition across multiple markets, brands, sites or business units, balancing scalable standards with local market requirements.
• Demonstrated ownership of substantial media budgets, including allocation, pacing, reforecasting and evidence-based reallocation to improve commercial return.
• Track record of optimising toward downstream commercial outcomes such as qualified leads, sales or enrolments rather than media metrics alone.
• Strong measurement and funnel-analysis experience, including conversion tracking, attribution, offline conversion feedback and performance dashboards.
• Experience managing and challenging agencies and/or specialist resources against clear commercial KPIs and service expectations.
• Experience partnering across digital/web, CRM and customer-conversion teams to improve lead quality and end-to-end acquisition performance.

Nice to have

• Experience in private education, multi-site consumer services or another considered-purchase sector.
• Middle East and/or South/Southeast Asia exposure.
• Relevant degree and/or platform certifications.

Details

• Temporary contract for 6 months, with the possibility to be made permanent (not guaranteed).
• Must work from the Bangalore office; remote working is not permitted.
• Reports to the Head of Growth Marketing Hub & Innovation – Middle East & Asia.
• Willingness to travel to the Middle East, Malaysia, Vietnam and Thailand from time to time.
• Subject to vetting, including an online due diligence search, references and satisfactory criminal background checks covering the previous 10 years' employment history.