Position Summary
The Center Performance Marketing is responsible for improving digital marketing performance across assigned learning centers to drive student acquisition, with a focus on supporting underperforming centers. This role works closely with Regional Sales & Marketing teams to monitor, coach, and optimize the implementation of digital advertising campaigns, including Meta Ads, TikTok Ads, and Google Ads. The goal is to increase leads and enrollments while improving marketing cost efficiency (CPL & CPA), as well as strengthen the digital marketing capabilities of center teams.
Key Responsibilities
Center Supervision & Guidance
- Provide direct supervision of digital marketing (ads) activities at each center
- Deliver ads strategy direction to Marketing PICs at every center
- Ensure proper implementation of digital marketing SOPs & best practices
- Conduct regular coaching, training, and upskilling for center marketing teams
Ads Performance Monitoring
- Weekly and monthly monitoring ad campaign performance across focused centers spread in group partners in the region.
- Track key metrics: CPL, CTR, CPM, CPA, ROAS
- Ensure ad budget is utilized efficiently (no overspend/underspend)
- Prepare weekly & monthly performance reports per center and per region
Analysis & Optimization
- Perform data analysis to identify patterns, opportunities, and issues
- Provide optimization recommendations: targeting, creative, copywriting and budget allocation
- Provide recommendation run A/B testing to identify winning campaigns
- Identify best-performing centers (to serve as benchmarks) and underperforming centers (for intervention)
Strategy & Implementation
- Develop regional digital marketing strategy together with Head of Digital & Performance Marketing
- Translate strategy into concrete action plans for each center
- Build and maintain the digital (ads) marketing playbook / SOP
- Collaborate with the creative team to develop relevant ad materials
Lead Quality Management
- Maintain lead quality (not just quantity)
- Coordinate with region teams for lead quality feedback
- Optimize the funnel: Lead → Enrollment
Reporting & Stakeholder Management
- Build performance dashboards & weekly, monthly, quarterly and annual report/tracker
- Present performance reviews on a regular basis
- Act as the communication bridge between HQ Marketing and center PICs
- Reporting to Head of Digital & Performance Marketing
Key Success Metrics
- Increase student leads and enrollments (VL & OPP).
- Improve cost efficiency (CPL & CPA) year over year.
- Enhance overall digital marketing performance across assigned centers.
Qualifications
- Bachelor's degree in Marketing, Business, Communications, or a related field.
- At least 5 years of experience in Digital Performance Marketing.
- Experience managing multiple branches, regions, or accounts is preferred.
- Proven success in improving campaign performance and reducing acquisition costs.
- Willing to travel to centers when required.
Technical Skills
- Advanced knowledge of Meta Ads Manager (required).
- Strong experience with TikTok Ads Manager (required).
- Experience with Google Ads, Google Analytics, Meta Pixel, and Google Tag Manager is an advantage.
- Strong analytical skills using Excel or Google Sheets.
- Familiarity with CRM platforms such as Salesforce or HubSpot.
What We're Looking For
- Strong leadership and coaching skills.
- Analytical, data-driven, and results-oriented.
- Excellent communication and stakeholder management skills.
- Proactive problem solver with strong attention to detail.
- Adaptable and eager to learn.
