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Job title: Marketing Performance Specialist
Employment type: Full Time
Experience: 3 to 4 years
Salary: R19000 to R22000
Job published: 11 January 2021
Job reference no: 886710038

Job Description

An established and growing online learning institution, with its Head Office based in East London, is seeking to employ a Marketing Performance Specialist as part of their Marketing Team. The successful candidate will report to the Head: Marketing (Performance)

Main purpose of the role:

The primary purpose of this role is to monitor, optimise and manage performance of paid and owned marketing channels in relation to engagement, traffic, lead volume, lead quality and sales performance by:

- Actively reporting on performance and providing marketing intelligence as well as monitoring key performance indicators on a day-day basis

- Planning, building and managing CRM campaigns and lists

- Actively look for opportunities and provide recommendations to enhance performance

- Driving and managing all performance to ensure that all digital platforms are carefully monitored and optimised for optimal performance at lead and sale level to drive and improve ROI

- Ensuring that the right and most best data is captured at lead or contact level

- Providing marketing intelligence, insights and recommendations that will assist the department and it’s agencies as well as the wider organisation to optimise content, user journeys and lead generation efforts

- Manage paid media efforts to ensure that advertising campaigns yield the best possible ROI for the business

- Build, drive and manage the organisations SEO strategy 

Key Performance Areas:

Marketing Performance Planning:

- Manage overall planning of owned and paid media targets under the guidance of the Head: Performance (Marketing) to best achieve the business goals and objectives

- Prepare monthly plans and forecasts

- Build and manage the SEO strategy (from time – time external consultants will be used for more advance SEO tactics)

- Actively contribute to campaign planning and ideation

- Pro-actively plan and ideate performance campaigns

- Understand and research the target market behaviours

- Plan email marketing campaigns for purposes of lead nurturing or lead generation

- Consistently work with the enrolements team to improve lead to sale performance

Campaign and Channel Management:

- Manage any/all tracking requirements on the website

- Create and manage project plans for any deliverables within the remit of this role

- Ensure that all analytics and tracking requirements are in place so that data is accurately ingested into marketing tools

- Work with the IT department to ensure all the necessary data transfer and/or API requirements are in place for leads to be correctly ingested and mapped in CRM

- Set and manage UTM instructions for tracking and data transfer purposes and ensure that both internal and external parties correctly make use of UTM parameters at all times

- Brief media agency/s on budgets and targets and ensure that no overspend is incurred and that all targets are met, where possible exceeded In conjunction with the content specialist implement the SEO strategy on the website

- Build back links for the website through content outreach

- Manage Google Analytics and ensure all property settings (ie goals, events, channel groupings, custom views) are correctly and optimally set up In conjunction with paid media agency/s ensure that the relevant audiences, exclusions and remarking strategies are implemented based on our CRM data

- Ensure that marketing activities executed within the scope of this role are executed within the bounds of the regulatory and legislative frameworks, not limited to but including: Protection of Personal Information Act (POPI); Consumer Protection Act; Direct Marketing Association

- Management and implementation of Click Dimensions web forms, marketing lists, email campaigns and reporting dashboards

Performance Optimisation:

- Manage the performance of leads to ensure optimal cost, volume and quality

- Manage and plan conversion rate optimisation tactics

- Monitor and optimise the end-end user journey for maximum efficiency and effectiveness (relating to leads, sales, registrations and student engagement)

- In conjunction with the paid media agency find, modify, and/or request content necessary for maximum performance of paid media campaigns

- Ensure that paid media agencies have the required access to CRM data for reporting, intelligence and optimisation purposes

- Provide performance insights and recommendations

Reporting and analytics and insights

- Monitor and track performance of marketing channels/campaigns (both paid and owned) on a daily, weekly basis through the use of intelligent dashboards and analytics software

- Prepare formal weekly reports through the use of intelligent dashboards and analytics software that clearly show performance against targets

- Prepare formal monthly executive reports through the use of intelligent dashboards and analytics software that clearly show performance against targets as well as any insights or findings during the month

- Work with the IT department to ensure dashboards are set up correctly and data is accurately represented

- Actively monitor paid media expenditure and report back to the Head: Performance (Marketing) at month end

- Monitor and track organic search rankings

- Actively monitor and report on platform and audience trends and where relevant integrate or test trends within the content strategy

- Understand and integrate student payment behaviour trends into marketing intelligence, reporting and optimisation efforts

- Quarterly trends reports

Skills:

Industries: