Manager, Performance Marketing (Product Focus) (60-80Tr)

POSITION PURPOSE

The Manager, Performance Marketing (Product Focus) is responsible for the strategic leadership and execution of go-to-market (GTM) strategies for the university’s academic programmes. This role will focus on developing compelling product positioning and messaging, driving student interest and applications for specific programmes, and ensuring KPI accountability for academic product marketing initiatives. The manager will collaborate closely with academic departments and ensure effective coordination across MarCom divisions to enhance programme visibility and achieve enrolment goals.

AREAS OF RESPONSIBILITY

Academic Product Go-to-Market (GTM) Strategy & Planning:

• Lead the development and execution of comprehensive GTM strategies specifically for the university’s portfolio of academic programmes (undergraduate, postgraduate, and other offerings).

• Define and articulate compelling value propositions, messaging, and positioning for each academic programme, tailored to distinct target student personas and market segments.

• Establish, monitor, and take accountability for Key Performance Indicators (KPIs) related to programme awareness, applications, student enrolment quality, and market share for assigned academic products.

• Develop and manage the performance marketing budget for academic product initiatives, ensuring optimal resource allocation and ROI.

• Lead the development of tailored GTM strategies and marketing plans for the launch of new academic programmes and the sustained promotion of existing ones to drive enrolment, engagement, and revenue.

• Collaborate with internal MarCom teams (Digital Marketing, Brand Marketing, PR & Communications, Marketing Services) for cohesive and impactful campaign execution for academic programmes.

Academic Stakeholder Collaboration & Insights:

• Serve as the primary marketing liaison for Academic Deans, Heads of Department, and programme development teams, translating academic features and strengths into effective marketing strategies.

• Conduct market research, competitor analysis, and student insight gathering to inform programme marketing strategies, identify differentiation opportunities, and advise on market demand.

• Undertake stakeholder consultation with academic staff to ensure accurate representation of programmes and gather insights for compelling communication planning.

Campaign Development & Execution Oversight (Product Focus):

• Oversee the planning, development, and execution of integrated marketing campaigns to launch new academic programmes and drive applications for existing programmes.

• Ensure the development of high-quality marketing collateral, content, and sales enablement materials specific to academic programmes.

• Monitor the student journey related to programme information discovery, enquiry, and application, identifying opportunities for enhancement.

• Coordinate with other MarCom divisions for the execution of programme-specific campaigns, ensuring consistent messaging and effective use of resources.

Communication & Reporting:

• Develop and implement communication plans to support academic programme launches, updates, and ongoing promotion.

• Ensure clear, consistent, and compelling messaging about academic programmes across all marketing touchpoints.

• Report on KPI achievement and the effectiveness of academic product marketing strategies to the Director of Marketing & Communications and relevant academic stakeholders.

POSITION SPECIFICATIONS

COMPETENCIES (knowledge, skills, and abilities)

Essential

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

• Minimum of 5-6 years of progressive experience in performance marketing, trade marketing, or sales-driven marketing roles, with a proven track record of developing and executing successful GTM strategies that drive sales and revenue.

• At least 3 years of experience in a leadership or managerial role, directly managing and developing a marketing or sales support team.

• Demonstrable experience in:

• Strategic planning and execution of GTM strategies, including product positioning and messaging.

• Managing marketing budgets and optimising ROI.

• Market research, competitive analysis, and customer segmentation.

• Developing and managing multi-channel marketing campaigns.

• Data analysis and reporting, with the ability to derive actionable insights to improve product performance.

• Stakeholder management, particularly with academic or product development teams.

• Coordinating with multiple marketing disciplines to deliver integrated campaigns.

Desirable

• Master’s degree or relevant professional certifications (e.g., Product Marketing certification).

• Knowledge and understanding of the international higher education sector, programme development, and student recruitment lifecycle.

• Experience in developing marketing strategies for educational programmes.

• Familiarity with CRM systems and marketing automation platforms.

COMPETENCIES (behavioural)

Essential

• Strategic Orientation & Leadership

• Effective Communication & Interpersonal Skills

• Managing & Developing People

• Planning & Organising

• Problem Solving & Decision Making

• Collaboration & Teamwork

• Results Driven

Desirable

• Creative Thinking & Innovation

• Analytical Thinking

• Adaptability & Resilience

• Influencing Skills