Performance Marketing Manager

At Bayswater Education were not just reimagining education; were revolutionising it. Our mission is to provide life-changing adventures and a chance to cultivate a social conscience for young minds both locally and globally. Our promise is simple Bayswater offers global education experiences with captivating course content expert delivery methods and soft skills to help our students prepare for the future of work.

The role:

We are currently seeking a highly analytical data-driven and results-oriented Performance Marketing Manager to spearhead our online customer acquisition and retention strategies. This is a critical newly created hybrid role based in Cape Town pivotal to our growth. You will strategically manage our external relationship with a Google Ads agency ensuring optimal performance and alignment with our goals whilst also directly implementing and scaling our paid social media campaigns on platforms like TikTok and Meta. This role requires a forward-thinker eager to explore emerging opportunities including the future of AI advertising to drive measurable business growth across both our B2B and B2C segments. Youll work closely with our sales teams to achieve ambitious targets.

Key Responsibilities:

As our Performance Marketing Manager you will be instrumental in driving our digital acquisition strategy. Heres what youll be doing:

• Google Ads Agency Management & Oversight:
  • Serve as the primary point of contact and strategic lead for our external Google Ads agency
  • Oversee evaluate and provide clear direction on Google Ads strategies (Search Display YouTube) ensuring alignment with our overall business objectives and ROI targets
  • Conduct regular performance reviews with the agency analysing results identifying opportunities to maximise campaign effectiveness
  • Ensure budget allocation on Google Ads is optimised and reporting is clear actionable and aligned with our internal metrics.
    
• Direct Paid Social Media Implementation & Growth:
  • Independently plan execute and manage high-performing paid advertising campaigns across social media platforms specifically TikTok Ads and Instagram Ads
  • Lead the entire process from audience research and ad creative development (working with internal design resources) to campaign launch optimisation and scaling
  • Conduct A/B testing on ad creatives landing pages and audience segments to continuously improve performance metrics (e.g. CPL CPA ROAS)
  • Actively explore and test new social media advertising channels as opportunities arise
• Marketing Funnel Optimisation & Automation:
  • Design build and optimise automated marketing funnels and nurturing sequences across various digital channels including email marketing social media and instant messaging platforms
  • Implement strategies for lead nurturing re-engagement and conversion rate optimisation at every stage of the customer journey
  • Ensure seamless integration between marketing automation platforms and our CRM system Zoho to optimise lead flow and data tracking
• Cross-Functional Collaboration & Sales Alignment:
  • Work closely with both B2B and B2C sales teams to understand their objectives provide high-quality leads and align marketing efforts with sales strategies leveraging insights from Zoho CRM
  • Translate sales insights and market feedback into actionable marketing initiatives and campaign adjustments
  • Regularly communicate marketing performance insights and opportunities to sales teams and senior stakeholders
  • Support sales enablement by developing relevant marketing collateral and tools (working with internal marketing resources)
• Performance Analysis Reporting & Insight Generation:
  • Utilise robust analytics tools (e.g. Google Analytics 4 advertising platform native insights) to track analyse and interpret complex data sets across all channels (both agency-managed and internally run)
  • Develop and maintain comprehensive dashboards and reports to effectively communicate overall campaign performance against KPIs to key stakeholders
  • Proactively identify trends opportunities and areas for improvement based on data-driven insights making recommendations for both agency and internal campaigns
• Website Oversight & SEO Integration (as it relates to Paid Performance):
  • Oversee aspects of our website and digital presence ensuring they align with our brand guidelines and drive our innovative and empowering brand voice particularly from a conversion and user experience perspective for paid traffic
  • Conduct thorough SEO audits from a performance marketing lens identifying areas for improvement that can enhance paid campaign effectiveness (e.g. landing page optimisation keyword synergy)
  • Provide guidance on best practices for SEO optimisation where it intersects with paid media efforts (e.g. technical SEO for landing pages keyword targeting)
• Market Research & Futureproofing (AI Advertising):
  • Proactively research and recommend new channels and strategies with a particular eye on the evolving landscape of AI-driven advertising and how it can be leveraged for future growth

Its great if you have:

• Proven experience (5 years preferred) in a dedicated performance marketing role with a strong track record of driving measurable ROI and business growth
• Extensive experience managing external agencies or large vendor relationships particularly in a digital advertising context
• Hands-on expert-level proficiency in launching and optimising successful campaigns on social media platforms specifically Google TikTok and Meta Ads
• Solid understanding of Google Ads best practices and performance metrics sufficient to effectively manage an agency
• Strong understanding and practical experience with marketing automation platforms and Zoho CRM integration for lead management and nurturing
• Proficiency in Google Analytics 4 and other analytics platforms for data analysis and reporting
• Exceptional analytical skills with the ability to translate complex data into clear actionable insights and strategic recommendations
• Excellent communication (written and verbal) presentation and interpersonal skills with the ability to collaborate effectively with sales and other internal teams as well as external partners
• Highly organised detail-oriented and able to manage multiple projects simultaneously in a fast-paced environment.
• Proactive self-motivated and a natural problem-solver with a strong results orientation
• Desired (but not essential): Experience with A/B testing platforms landing page optimisation tools and/or SEO basics.
• Bachelors degree in marketing Business Economics or a related quantitative field

What we offer:

• A competitive annual salary package of R540000 to R600000 ZAR
• A collaborative dynamic and supportive hybrid work environment based in Cape Town
• Casual dress code
• Multicultural team
• A dynamic industry that blends travel tourism and education
• People centric inclusive culture with regular wellbeing and social activities
  
• Training & development programs
• Opportunities for career growth within a global organization
• Access to our wide portfolio of courses offered for free or on discounted rates
• Extra days off based on the length of service
• Doing good day (1 paid day off per year for volunteering activities)
• Regular online networking and cross-departmental meetings with the Bayswater team globally

Bayswater is an equal opportunity employer that is committed to diversity and inclusion in the workplace.

Bayswater is committed to safeguarding and promoting the welfare of children. As part of our Safer Recruitment Policy you will be asked to explain any gaps in your work and education history. You will also be required to undergo a DBS Enhanced Disclosure check and provide the contact details of at least 2 referees who will be asked specifically if they have any concerns about your suitability to work with people under 18. Evidence of eligibility to work in the UK must be provided at interview stage.

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