At a Glance
- Tasks: Lead and optimise Google Ads Display and YouTube campaigns for maximum ROI.
- Company: Join UniUpp, a fast-growing higher education recruitment organisation.
- Benefits: Competitive salary, remote work, and significant budget management.
- Other info: Enjoy autonomy in a results-driven, innovative culture.
- Why this job: Own the entire paid media strategy and drive impactful growth.
- Qualifications: 5+ years in performance marketing with Google Ads expertise.
The predicted salary is between 36000 - 60000 £ per year.
Company: UniUpp
Location: Remote – Open to Global Applicants
Employment Type: Full-time
Salary: Competitive, based on experience and proven results
About UniUpp
UniUpp is one of the UK’s fastest-growing higher education recruitment organisations. We help thousands of learners across the United Kingdom enrol into flexible, career-focused degree programmes through partnerships with accredited higher education institutions. Our success is built on data, optimisation, and digital performance. We’re a fast-scaling, performance-led organisation that values experimentation, analysis, and measurable growth.
The Opportunity
This is a strategic and hands-on leadership role for a performance marketing expert who can design, execute, and scale high-performing campaigns that drive measurable ROI. You’ll take full ownership of UniUpp’s paid media strategy, leading acquisition across Google Ads Display, YouTube, and related performance channels. Your mission: generate high-quality leads at scale while continuously reducing Cost-Per-Lead (CPL) and Cost-Per-Enrolment (CPE). You’ll manage over £500,000 in annual paid media budgets, build data-driven funnels, execute advanced CRO and A/B testing initiatives, and report directly to the Directors with clear performance insights and growth recommendations.
The Challenge
We’re scaling fast — and we need a marketing leader who can take our performance to the next level. Your challenge will be to double lead generation volume year-on-year, while reducing CPL and CPE by at least 20–30% through data-driven optimisation, full-funnel strategy, and high-velocity experimentation.
Key Responsibilities
- Own and lead UniUpp’s digital acquisition strategy across Google Ads Display and YouTube.
- Design and execute full-funnel campaigns — from awareness to conversion — to drive scalable lead generation.
- Manage and optimise £500,000+ annual paid media budgets, ensuring strong ROI and cost efficiency.
- Develop and implement creative testing frameworks, audience segmentation, and remarketing strategies.
- Lead and execute CRO and A/B testing to improve landing page performance and lead quality.
- Use Google Analytics (GA4) and Looker Studio (Data Studio) for end-to-end performance reporting and attribution.
- Continuously reduce CPL and CPE, improve conversion rates, and scale lead volumes profitably.
- Collaborate with internal teams (Web, Content, Recruitment) to align creative, messaging, and audience targeting.
- Present actionable reports and performance insights to leadership weekly and monthly.
Who You Are
- A data-driven performance marketer with a minimum of 5+ years’ experience managing large-scale Google Ads Display and YouTube campaigns.
- Obsessed with data, optimisation, and measurable outcomes — not just clicks.
- Confident managing six-figure paid media budgets with full accountability for ROI.
- Experienced in CRO, landing page testing, and funnel optimisation.
- Skilled in audience strategy, Smart Bidding, creative testing, and attribution analysis.
- Comfortable being both strategic and hands-on — you can design the system and run it.
- Motivated by autonomy, ownership, and delivering results that drive business growth.
Highly Preferred Certifications
- Holding the following active certifications is a strong advantage:
- Google Ads Display Certification (Required)
- Google Ads Search Certification (Preferred)
- Google Analytics Individual Qualification (GAIQ) (Preferred)
Success in the First 3 Months
- You’ve audited and rebuilt our Display and YouTube account structures for efficiency and scale.
- Lead volume has grown by at least 20-30% with reduced CPL and CPE.
- A structured A/B testing roadmap is in place across ads and landing pages.
- You’re delivering weekly dashboards and actionable performance insights.
- UniUpp’s paid media engine is running profitably, consistently exceeding ROI benchmarks.
What UniUpp Offers
- Autonomy and authority to design and lead UniUpp’s entire paid media strategy.
- Significant budgets and scale — manage £500k+ across Display and YouTube.
- Direct influence on company growth through data-driven acquisition.
- A remote-first, globally inclusive environment, operating in UK hours.
- A results-focused, experimentation-led culture that rewards innovation and performance.
- Long-term growth opportunities as UniUpp expands nationally.
How to Apply
Please ensure your CV clearly demonstrates:
- Experience managing and scaling Google Ads Display and YouTube campaigns
- Proven ROI and performance results
- Google Ads Display Certification (required)
Only candidates meeting these criteria will be shortlisted.
Reporting Line: Reports directly to the Directors of UniUpp.
Head of Performance Marketing (Google Ads Display & YouTube) in Cardiff employer: UniUpp
At UniUpp, we pride ourselves on being a dynamic and innovative employer that champions autonomy and creativity in a remote-first environment. Our results-focused culture not only rewards performance but also offers significant growth opportunities as we scale nationally, making it an exciting time to join our team. With a commitment to data-driven strategies and a collaborative atmosphere, you'll have the chance to make a direct impact on our success while managing substantial budgets in a role that is both strategic and hands-on.
StudySmarter Expert Advice🤫
We think this is how you could land Head of Performance Marketing (Google Ads Display & YouTube) in Cardiff
✨Show Your Creative Side
In marketing communications, standing out is key. Get creative with your application! Consider designing a mini-campaign or pitch that highlights your skills and understanding of the brand. Tailor it for UniUpp and show them what you can bring to the table.
✨Engage in Marketing Communities
Get involved in local or online marketing communications groups. Check out platforms like Meetup for events and workshops. Networking here can lead to hidden job openings and valuable insights into the industry trends—this is where we often discover what companies like UniUpp are looking for.
✨Leverage Social Media
Use platforms like LinkedIn and Twitter to showcase your passion for marketing communications. Share insights, articles, and your own content that resonates with the industry. Tagging or interacting with UniUpp on these platforms can catch the eye of recruiters and show you're genuinely interested in them.
✨Attend Industry Events
Keep an eye out for marketing conferences and workshops. These are great places to meet potential employers face-to-face and make connections that could land you a full-time role at UniUpp. Bring your business cards and be prepared to chat about how you can contribute!
We think you need these skills to ace Head of Performance Marketing (Google Ads Display & YouTube) in Cardiff
Some tips for your application 🫡
Craft an Impactful Cover Letter:Your cover letter is your chance to shine! Focus on your passion for marketing communications and how your previous experiences can benefit UniUpp. Make sure to mention specific campaigns or projects you’ve worked on that showcase your creativity and strategic thinking.
Showcase Your Writing Skills:As you're diving into a marketing communications role, your writing ability is crucial. Include samples of your work, like blog posts, press releases, or social media campaigns in your application. This lets us see your style and how you engage with different audiences.
Tailor Your CV to Marketing:Your CV should highlight relevant marketing skills and experiences! Include specific tools or platforms you’ve used, like Google Analytics or social media management software. Mention any certifications or workshops related to marketing that you've completed – they can give you an edge!
Demonstrate Your Understanding of UniUpp:Show us that you’ve done your homework! In your application, briefly mention what you admire about UniUpp’s marketing approach or any recent campaigns that caught your attention. This can reveal your enthusiasm for the role and your genuine interest in joining our team!
How to prepare for a job interview at UniUpp
✨Showcase Your Creative Campaigns
Get ready to flaunt your portfolio! Include examples of previous marketing campaigns you've worked on, especially those that showcase your creativity and strategy. Recruiters at UniUpp will be keen to see how you conceptualise and execute campaigns, so highlight any measurable outcomes to back up your claims.
✨Know Your Digital Tools Inside Out
If you’re heading into a marketing-communications role, make sure you're comfortable discussing key digital marketing tools like Google Analytics, HubSpot, or Hootsuite. Expect some technical questions about how you've used these tools in the past, as they'll want to gauge your hands-on experience and how you analyse data to drive marketing decisions.
✨Be Ready for Scenario-Based Questions
At UniUpp, they may throw some scenario-based questions your way, aimed at testing your problem-solving skills in real-life marketing situations. Think through potential challenges you’ve faced, how you navigated them, and be prepared to discuss your thought process and outcome.
✨Demonstrate Your Passion for Marketing
As you’re applying for a full-time position, show that you're not just looking for a job, but a career in marketing. Talk about the latest trends in marketing communications, your favourite campaigns, and why they inspire you. Your enthusiasm can really make you stand out and demonstrate that you’re committed to growing within the field.
