Experience:
5-8+ years of hands-on experience in performance marketing, specialising in Meta & Google Ads, preferably in EdTech/consumer/subscription businesses
Job Description:
To lead and scale Bhanzu's paid acquisition efforts, driving high-quality leads (or paid enrollments) at efficient cost, while continuously optimising campaigns, creatives, and funnels. You will own strategy, execution and measurement of growth via performance marketing channels, working cross-functionally with content, creative, analytics, product, and operations teams.
Key Responsibilities:
- Mentor / lead a team of performance marketers.
- Define and own the Performance Marketing strategy across paid channels, aligning with Bhanzu's growth/revenue/enrollment goals.
- Manage campaign setup, optimisation, and scaling: keyword research, audience targeting, bidding & budget management.
- Work with creative/content teams to develop ad copy, creative assets, landing pages, and experiments (A/B / multivariate testing) to improve conversion rates.
- Implement and monitor tracking & analytics: ensure proper attribution, conversion tracking, ROI/CAC/LTV metrics, analytics tools (Google Analytics, conversion pixels, etc.) are set up and accurate.
- Monitor performance on key metrics: Cost per Lead (CPL), Return on Ad Spend (ROAS), Cost per Acquisition (CPA), Quality Score, Click-Through Rate (CTR), etc.
- Use data to identify bottlenecks across the funnel, suggest improvements, test hypotheses, and iterate rapidly.
- Manage budgets: forecast, allocate, and reallocate between channels/campaigns based on performance & testing.
- Stay updated with industry trends, platform changes, Google Ads policies, bidding/automation tools, etc., to leverage new features & maintain competitiveness.
- Collaborate closely with growth, product, creative & operations teams to ensure alignment from traffic acquisition to user onboarding & retention.
Must-Have Skills & Qualifications:
- Deep expertise in Meta & Google Ads across formats: Search, Display, Video/YouTube.
- Strong understanding of paid acquisition metrics & ROAS, CPA, Lifetime Value (LTV), CAC.
- Proficiency in analytics tools, attribution, and tracking systems.
- Experience with A/B testing and conversion rate optimisation.
- Solid budget management skills; able to forecast, scale, and shift spend based on performance.
- Excellent data-driven mindset: ability to analyse large data sets, derive insights, and make recommendations.
- Good collaboration skills: working with creative, content, and product teams.
- Up-to-date with Paid Ads best practices and policy changes.
- Strong communication skills (written & verbal).
Good to have:
- Experience in EdTech, consumer, subscription models
- Experience working with automation tools, scripts (e.g. for bidding), or managing programmatic display/retargeting.
- Experience with international markets (US, UK, GCC, ANZ, etc.), especially since Bhanzu operates globally.
