Role Purpose
The Digital Marketing Manager will own digital marketing activity across both B2B pipeline and B2C enrolment functions, reporting directly to the Director.
60% of capacity drives B2B demand generation — content and copy across a 10-channel outreach engine targeting senior business decision-makers.
40% supports B2C enrolment — intake-phased campaigns for MBA, L3, and HND across Dubai (BDM) and Malta (Direct). A critical element of the role is building and maintaining the marketing analytics dashboards that enable leadership to make informed, data-driven commercial decisions.
Key Responsibilities
B2B Pipeline Marketing — 60%
- Develop and execute content and copy strategy across all B2B channels: cold email sequences, LinkedIn thought leadership, Sales Navigator outreach templates, in - person conference campaigns, expert session promotion, CRM nurture sequences, gated content, and referral partner enablement materials.
- Manage and optimise cold email outreach across three product tracks, continuously improving reply rates and subject line performance through structured A/B testing.
- Lead LinkedIn content strategy for GlobalU Business Company Page and named practitioners, producing monthly editorial calendars, post briefs, and weekly ICP engagement analysis.
- Plan and deliver in - person conference campaigns — content arcs, delegate outreach, attendee briefing materials, and post-event follow-up sequences.
- Write and maintain all CRM nurture sequence copy, session promotion materials, partner briefs, and gated landing page content.
- Drive a consistent increase in qualified traffic to the GlobalU website coordinating across all active B2B channels to compound inbound reach over time.
B2C Enrolment Marketing — 40%
- Plan and execute intake-phased campaigns for MBA, L3, and HND programmes targeting annual enrolments students across three MBA intakes (September, February, May) and four L3/HND intakes (September, January, March, July).
- Manage paid campaigns across LinkedIn Ads, Meta, and Google Ads for working professionals in Dubai (BDM channel) and Malta (Direct channel), maintaining strict creative and messaging separation between the two territories.
- Write all B2C programme copy — ad creative, landing pages, and intake email nurture — tailored to career-motivated professionals seeking flexible online qualifications.
- Manage campaign budgets across programmes and intake windows, reporting performance at the close of each intake cycle.
- Drive a consistent increase in qualified traffic to the GlobalU website coordinating across all active B2C channels to compound inbound reach over time.
Marketing Analytics and Reporting Dashboards
- Design, build, and maintain dashboards covering the full B2B and B2C marketing funnels — providing leadership with the data required for informed commercial decisions.
- B2B dashboards: outreach volume and response rates by channel, MQL volume by source, SQL and meeting conversion rates, pipeline stage distribution, LinkedIn engagement, session ICP match rates, nurture re-qualification rates, guestbook completions by source, and conference pipeline performance.
- B2C dashboards: campaign performance by programme, intake, and territory (CPL, CTR, ROAS, landing page conversion), enrolment actuals vs targets by channel (BDM vs Direct), paid media spend pacing, and enquiry-to-enrolment funnel by programme.
- Deliver a consolidated weekly leadership report covering B2B pipeline health and B2C enrolment forecast, with variance analysis and recommended actions.
- Implement and maintain all tracking infrastructure — UTM parameters, Zoho CRM pipeline stages, and campaign attribution — to ensure data integrity across all channels.
KPIs / Success Measures
- Lead quality and conversion rate from enquiry to enrolment.
- Cost per Lead (CPL) and Return on Ad Spend (ROAS).
- Engagement rate and click-through rate (CTR) among target professional audiences.
- Campaign efficiency and budget utilisation.
- Contribution of paid media activity to GlobalU's overall student recruitment and brand growth objectives.
Essential
Person Specification / Skills & Experience
- Minimum 3–5 years in digital marketing with demonstrable responsibility across B2B lead generation and B2C conversion campaigns.
- Proven B2B content marketing and outbound demand generation experience — cold email sequencing, LinkedIn outreach, and multi-channel campaigns targeting senior business decision-makers.
- Strong copywriting across multiple formats: cold email, LinkedIn content, ad creative, landing pages, and email nurture — with evidence of performance-driven iteration.
- Hands-on paid media management across LinkedIn Ads, Meta, and Google Ads, optimising for lead quality and conversion rate.
- Experience in Higher Education, professional training, or corporate learning marketing with familiarity with intake-based campaign planning.
- Ability to build marketing analytics dashboards and performance reports that translate data into actionable leadership insights; proficiency in Zoho CRM, LinkedIn Campaign Manager, Google Analytics, and data visualisation tools.
- Excellent project management capability — owning multiple concurrent campaigns across different audiences, channels, and deadlines without close supervision.
Desirable
- Experience producing LinkedIn thought leadership content for practitioner or subject-matter expert personal brands.
- Familiarity with Apollo.io or equivalent cold outreach sequencing platforms; Umbraco CMS or equivalent.
- Exposure to UAE (Dubai) and Malta markets in a professional education or B2B services context.
- Understanding of BDM partner vs Direct channel conflict management.
- Background in account-based marketing or ICP-targeted demand generation for professional services audiences.
