Vice President of Performance Marketing

Company Description

Global University Systems is an international education group that empowers students to transform their lives through education. We believe education drives careers, lives, and society forward, enabling a brighter future for all. Our network of 30 institutions offers the broadest range of industry-relevant skills through inclusive, accessible, and digital-first learning. We currently educate around 122,000 students on campuses worldwide and have 20M+ unique subscribers to our courses. Our global ecosystem powers accessible digital learning and academic achievement.

Role Summary:

The Vice President of Performance Marketing is a pivotal role within Global University Systems (GUS), one of the world’s leading education groups.

Managing a team of 140+ professionals, this role requires a strategic leader with a proven track record in performance marketing, capable of optimizing multi-channel customer acquisition across diverse local and international markets. As a key member of the commercial leadership team, the VP will ensure marketing efforts align with GUS’s mission while delivering exceptional ROI and supporting global enrollment growth.

Key Responsibilities:

1. Strategic Leadership

   • Develop and implement a comprehensive performance marketing strategy with a strong international focus, aligned with business objectives.

   • Define KPIs, benchmarks, and success metrics for performance marketing initiatives, ensuring alignment with broader organizational goals.

   • Collaborate with the CCO, executive team, and global stakeholders to establish a unified vision for growth.

2. Channel Management

   • Oversee multi-channel performance marketing campaigns, including paid search, social media, programmatic display, video, affiliate marketing, and SEO, targeting diverse local and international markets.

   • Monitor and optimize channel-specific KPIs.

   • Identify emerging channels and trends to capitalize on new opportunities and maintain a competitive advantage globally.

3. Team Leadership and Development

   • Build, mentor, and manage a high-performing global performance marketing team.

   • Foster a culture of innovation, integrity, collaboration, and continuous improvement.

   • Provide guidance and development opportunities for team members to excel in their roles, with a focus on international marketing nuances.

4. Data-Driven Decision Making

   • Leverage advanced analytics, A/B testing, AI and predictive modeling to optimize campaigns and maximize ROI.

   • Partner with data and analytics teams to improve attribution modeling, develop dashboards, and enhance reporting frameworks.

   • Continuously monitor campaign performance, adjusting strategies based on real-time data and insights.

5. Global Recruitment Focus

   • Develop strategies to recruit students globally, ensuring campaigns are tailored to specific regional and cultural contexts.

   • Collaborate with international marketing teams to localize campaigns and optimize their impact in different markets.

   • Work closely with admissions and enrollment teams across multiple countries to align marketing strategies with recruitment goals.

6. Technology and Innovation

   • Lead the adoption and implementation of cutting-edge and best-in-class marketing technologies to maintain a competitive edge.

   • Stay ahead of global trends by utilizing advanced MarTech tools, automation platforms, and AI-driven solutions to optimize campaign performance and efficiency.

   • Collaborate with technology teams to integrate marketing technologies seamlessly across the organization.

   • Regularly evaluate and update technology stacks to ensure GUS remains on par with leading firms globally, regardless of sector.

7. Partnerships and Vendor Management

   • Manage strategic relationships with external agencies, vendors, and technology partners to maximize effectiveness and efficiency.

   • Evaluate partner performance using data-driven KPIs to ensure alignment with company goals.

8. Budget Management

   • Oversee the performance marketing budget, ensuring efficient allocation and maximum ROI, alignment to division and institutional business plans.

   • Utilize data insights to identify opportunities for cost savings while maintaining campaign effectiveness.

9. Compliance and Industry Standards

   • Ensure all marketing activities comply with legal, regulatory, and industry standards.

   • Stay up-to-date with the latest developments in marketing technologies, privacy regulations, and consumer trends globally.

Qualifications and Requirements:

• Bachelor’s degree in Marketing, Business Administration, or a related field

• 10+ years of experience in performance marketing or a related discipline, with 5+ years in a senior leadership role.

• Proven track record of driving significant growth and delivering measurable ROI through performance marketing strategies.

• Vast Expertise in all digital marketing channels, tools, and platforms. Experience with Salesforce is preferred.

• Strong analytical skills and proficiency in data analysis, attribution modeling, and marketing analytics.

• Experience managing multi-million-dollar budgets and delivering on ambitious growth targets.

• Exceptional leadership, communication, and interpersonal skills.

• Ability to thrive in a fast-paced, results-oriented environment.

• Experience in international marketing and a deep understanding of global market dynamics as well as cultural nuances.