Head of Performance Marketing (Google Ads Display & YouTube)

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

• 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.