Performance Marketing Lead

ALU is a catalyst for transformation in education, dedicated to developing ethical and entrepreneurial leaders. The Performance Marketing Lead will be responsible for developing and executing integrated marketing campaigns that drive measurable acquisition outcomes while reinforcing a unified ALU brand narrative.

Responsibilities:

• Lead the development and execution of brand awareness campaigns that communicate a unified ALU story across all entities, stakeholders and programmes
• Partner with the content and creative teams to produce campaigns that reflect ALU’s mission, value proposition, and student impact
• Develop always-on brand presence strategies across digital and social channels to build recognition and affinity among prospective students, partners, and stakeholders
• Translate institutional messaging into compelling, audience-specific campaign narratives
• Ensure all campaigns, paid or organic, present a coherent and differentiated ALU brand voice
• Lead the planning, execution, and optimisation of integrated marketing campaigns, spanning brand, performance, and email tied to organisational objectives and intake calendars
• Collaborate with Marketing Operations, Content, and Events teams to develop demand-generation and awareness campaigns with clear goals, audiences, and KPIs
• Gather assets, insights, and content from internal stakeholders to inform campaign development
• Conduct audience research and message testing to continuously refine campaign positioning and relevance
• Build scalable campaign frameworks and reusable playbooks that serve both acquisition and brand objectives
• Own and manage the end-to-end email marketing function, including lifecycle campaigns, nurture flows, newsletters, and re-engagement programmes
• Design and execute segmented email campaigns that guide prospective students through the admissions funnel, from awareness to application to enrolment
• Maintain and grow a healthy, segmented email database, ensuring compliance with data governance and privacy standards
• Monitor email performance metrics including open rates, click-through rates, conversion rates, deliverability, and list health
• A/B test subject lines, content, send times, and audience segments to continuously improve email effectiveness
• Partner with the content team to develop compelling, brand-consistent email copy and design assets
• Manage paid media channels (search, social, display, video) with a focus on efficiency, audience targeting, and measurable outcomes
• Adopt a test-and-learn approach to paid channel optimisation, proactively reporting on and improving performance
• Manage campaign budgets to ensure spend is allocated efficiently across brand and conversion objectives
• Own campaign attribution models and ensure accurate tracking across the full funnel
• Create and maintain paid campaign playbooks that reflect best practices and institutional learnings
• Provide regular, actionable reports on campaign performance across brand, email, and paid media channels
• Track and communicate performance against agreed KPIs to internal stakeholders and leadership
• Use data to surface insights that inform future campaign strategy, creative direction, and channel investment
• Ensure all marketing activity meets brand, compliance, and data governance guidelines
• Stay current on marketing trends, platform updates, and best practices, bringing proactive recommendations to the team

Requirements:

• Bachelor's degree in Marketing, Communications, Business, or a related field is required
• Minimum 4 to 6 years of progressive experience in digital or integrated marketing, with a strong track record across both performance and brand campaigns
• Demonstrable experience managing end-to-end email marketing programmes, including marketing automation platforms (e.g. HubSpot, Mailchimp, Salesforce Marketing Cloud, or equivalent)
• Hands-on experience running paid media campaigns across Google, Meta, LinkedIn, and other relevant platforms
• Prior experience working in a cross-functional environment, collaborating with creative, content, data, and admissions teams
• Strong understanding of brand marketing principles and the ability to balance awareness and acquisition objectives
• Analytical mindset with proficiency in campaign reporting tools (Google Analytics, Meta Ads Manager, CRM dashboards, etc.)
• Excellent written communication skills, with an eye for brand-consistent, audience-appropriate messaging
• Comfortable working with marketing automation and CRM tools for email segmentation and lifecycle management
• Strong project management skills with the ability to manage multiple campaigns simultaneously
• Collaborative, curious, and proactive with the ability to work autonomously and influence without authority
• Experience in higher education, EdTech, or mission-driven organisations is desirable but not required