ALU · 1 month ago
Performance Marketing Lead
United States
Full-time
Remote
Senior Level, Lead/Staff
4+ years expThe African Leadership University (ALU) is a transformative institution focused on developing ethical and entrepreneurial leaders for Africa's future. The Performance Marketing Lead is responsible for creating and executing integrated marketing campaigns that enhance brand awareness while driving measurable acquisition outcomes across various platforms and programs.
Furniture
Responsibilities
Lead the development and execution of brand awareness campaigns that communicate a unified ALU story across all entities, stakeholders and programmes
Partner with the content and creative teams to produce campaigns that reflect ALU’s mission, value proposition, and student impact
Develop always-on brand presence strategies across digital and social channels to build recognition and affinity among prospective students, partners, and stakeholders
Translate institutional messaging into compelling, audience-specific campaign narratives
Ensure all campaigns, paid or organic, present a coherent and differentiated ALU brand voice
Lead the planning, execution, and optimisation of integrated marketing campaigns, spanning brand, performance, and email tied to organisational objectives and intake calendars
Collaborate with Marketing Operations, Content, and Events teams to develop demand-generation and awareness campaigns with clear goals, audiences, and KPIs
Gather assets, insights, and content from internal stakeholders to inform campaign development
Conduct audience research and message testing to continuously refine campaign positioning and relevance
Build scalable campaign frameworks and reusable playbooks that serve both acquisition and brand objectives
Own and manage the end-to-end email marketing function, including lifecycle campaigns, nurture flows, newsletters, and re-engagement programmes
Design and execute segmented email campaigns that guide prospective students through the admissions funnel, from awareness to application to enrolment
Maintain and grow a healthy, segmented email database, ensuring compliance with data governance and privacy standards
Monitor email performance metrics including open rates, click-through rates, conversion rates, deliverability, and list health
A/B test subject lines, content, send times, and audience segments to continuously improve email effectiveness
Partner with the content team to develop compelling, brand-consistent email copy and design assets
Manage paid media channels (search, social, display, video) with a focus on efficiency, audience targeting, and measurable outcomes
Adopt a test-and-learn approach to paid channel optimisation, proactively reporting on and improving performance
Manage campaign budgets to ensure spend is allocated efficiently across brand and conversion objectives
Own campaign attribution models and ensure accurate tracking across the full funnel
Create and maintain paid campaign playbooks that reflect best practices and institutional learnings
Provide regular, actionable reports on campaign performance across brand, email, and paid media channels
Track and communicate performance against agreed KPIs to internal stakeholders and leadership
Use data to surface insights that inform future campaign strategy, creative direction, and channel investment
Ensure all marketing activity meets brand, compliance, and data governance guidelines
Stay current on marketing trends, platform updates, and best practices, bringing proactive recommendations to the team
Qualification
Required
Bachelor's degree in Marketing, Communications, Business, or a related field is required
Minimum 4 to 6 years of progressive experience in digital or integrated marketing, with a strong track record across both performance and brand campaigns
Demonstrable experience managing end-to-end email marketing programmes, including marketing automation platforms (e.g. HubSpot, Mailchimp, Salesforce Marketing Cloud, or equivalent)
Hands-on experience running paid media campaigns across Google, Meta, LinkedIn, and other relevant platforms
Prior experience working in a cross-functional environment, collaborating with creative, content, data, and admissions teams
Strong understanding of brand marketing principles and the ability to balance awareness and acquisition objectives
Analytical mindset with proficiency in campaign reporting tools (Google Analytics, Meta Ads Manager, CRM dashboards, etc.)
Excellent written communication skills, with an eye for brand-consistent, audience-appropriate messaging
Comfortable working with marketing automation and CRM tools for email segmentation and lifecycle management
Strong project management skills with the ability to manage multiple campaigns simultaneously
Collaborative, curious, and proactive with the ability to work autonomously and influence without authority
Preferred
Experience in higher education, EdTech, or mission-driven organisations is desirable but not required
Company
ALU
ALU is an international company that offers turnkey solutions across the globe.
51-200 employees
Funding
Current Stage
Growth StageCompany data provided by crunchbase