Performance Marketing

The Learning Lab (TLL) is Singapore’s leading provider of K-12 academic enrichment and tuition services. We have been developing and running quality educational programmes for pre-school, primary, secondary, and junior college students in English, Mathematics, and the Sciences for the past 20 years.

We are looking for a highly driven individual to lead our digital marketing efforts. Reporting to the Director of Marketing and Communications, your mission is to develop a customer-centric marketing strategy across all of our customers’ digital touchpoints to drive overall growth. The thought of diving deep into data and searching for insights gets you excited, and you are constantly thinking from the customer’s perspective and how we can improve our engagement with prospective customers through the marketing funnel to drive lead generation and retention for the business.

You will lead a team of performance marketers to implement initiatives and optimise performance across all digital channels, both paid and organic, to achieve key business outcomes and KPIs. You will work with the broader team to identify customer traits and purchase intents within web data, data requirements design, data preparation automation, designing complex customer profiles, etc. You will also be responsible for leading our marketing technology stack and ensuring our in-house capabilities are utilised effectively to the fullest potential.

**Job responsibilities**

**Strategy & Planning**
- Drive a strong digital analytic strategy and tagging strategy to improve insights. This includes identifying and tracking key digital metrics across Paid, Owned and Earned Channel i.e., SEO, Web Analytics, EDM/SMS, social media, PPC, Mobile Apps to meet TLL’s engagement and acquisition goals and growth targets.
- Develop and execute integrated media plans to achieve the objectives of marketing campaigns and activities.

**Execution & Management**
- Lead the Digital team in executing campaigns and initiatives for Paid Search, Paid Social, and Programmatic/Display to achieve key business outcomes and performance targets.
- Hand-on management and performance optimisation of the TLL website to ensure best-in-class user experience for site visitors.
- Manage TLL’s marketing technologies and ensure smooth adoption by the team.
- Assist in the development of annual marketing plans and budgets, working with Marketing Director to provide recommendation based on market trends and best practices.

**Learnings & Optimisation**
- Plan and execute testing plans to drive continuous optimisation and innovation.
- Set up and maintain performance reports for internal stakeholders’ consumption as well as to drive performance tracking and optimisation efforts.
- Identify new solutions/platforms that can drive the team’s overall capabilities and media efficiency.
- Identify opportunities to grow our digital channels or execute our digital plans more effectively.
- Using web analytics data, generate actionable insights to influence business decisions of various stakeholders (digital ad channel owners, campaign owners, product owners, UI/UX, etc)
- Assist digital ad channel owners to optimize their ad spend.
- Assist campaign owners to identify the success and failure of completed campaigns to influence future campaigns.
- Assist product owners to answer various product-related questions (popularity, strategy suitability - whether to request call back or book trial, etc)
- Identify UI/UX optimization opportunities.

**Insights & Innovations**
- Understand business needs and competitive landscape to support the development of analytic strategy to be relevant and stay ahead of the competitors.
- Hunt for the right data and insights to inform our digital channel attribution and optimisation, and audience engagement efforts.
- Analyse trends in dashboards & reports; provide value add insights to optimize customer journey across TLL Digital assets.
- Build an initial customized dashboard to answer all the common recurring business questions.
- Stay abreast of industry trends, best practices and the evolving analytics landscape; staying current with day-to-day operational business needs and join daily discussions and meetings related to Digital Analytics.

**Requirements**:

- Possesses a recognised Bachelor’s degree, preferably in Business or Marketing.
- Has at least 8-10 years of experience in performance marketing, with in-depth knowledge and hands-on experience in the main paid channels.
- Build relationships and work effectively with numerous departments and external vendors.
- Has experience in content management systems; experience in AEM is a strong plus.
- Prior education Industry digital marketing or lead management experience preferred.
- Experienced with planning and executing MVT and A/B testing solutions using 3rd party platform such as Qptimizely, GO360, Adobe Target or similar platform is preferred.
- Expert user of analytics tools such as GA;