The Head of Performance Marketing is responsible for leading a team of data-driven marketing analysts who manage the return on investment of 2U’s short course advertising budgets to ensure an optimal cost per acquisition for the portfolio. The Head of Performance Marketing works with the team to produce digital marketing strategies and spend plans that maximise the yield on advertising budgets and achieves the revenue objectives set per course. Through the thorough analysis of data and performance metrics, the performance marketing team provides key insights that drive marketing strategy.
Key Role and Responsibilities:
Investment management: production of spend plans that break advertising spend down into media types, geographies, audiences, etc, to guide the digital marketing team in the execution of these campaigns.
Performance management: analyse the performance of advertising campaigns to ensure optimal spend allocation - increasing spend on high performing campaigns, and cutting spend on loss making campaigns.
Reporting management: production of reports (with assistance from the marketing analytics team) that track the performance of courses and yield that help team members make data-driven decisions.
Forecasting: accurately forecast spend and student enrolments on future presentations, including new courses and presentations.
People management: assume full responsibility for management of the marketing strategy team, including marketing managers, marketing leads and marketing analysts.
Education and Experience:
At least 5 years of experience directly managing teams in demand generation, marketing strategy, digital marketing or a related function.
At least 7 years of overall experience in digital marketing strongly preferred.
Detailed knowledge of digital marketing platforms, including Facebook, Instagram, Google Adwords, Reddit, Twitter, LinkedIn Google Analytics, etc.
Exceptional quantitative skills and proven ability to drive strategies rooted in practical analyses
Experience managing cross-functional teams; superb management and coaching skills required
Advanced skills in Excel, Tableau, Salesforce or similar BI and CRM tools required
Intermediate understanding of managerial finance strongly preferred