Head of Performance Marketing (Google Ads Display & YouTube)
2 days ago
Glasgow
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. Now, we’re seeking an exceptional Head of Performance Marketing — a Google Ads Display and YouTube specialist with the vision, technical mastery, and commercial acumen to lead our next phase of 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. If you’ve ever wanted to own an acquisition engine end-to-end — from creative testing to conversion — this is your opportunity. 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) 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 Reporting Line: Reports directly to the Directors of UniUpp.