Performance Marketing Manager

MindBase Education Group is a UAE-based multi-brand education group. We are looking for a Senior Performance Marketing Manager to take full ownership of paid media across all group brands. This is a hands-on, senior role with direct accountability to the Senior Management Officer.

We are at a critical growth stage and need someone who can move fast, think clearly, and produce results that are visible in the numbers, not just in reports.

What You Will Do

Google Ads

• Own the full Google Ads setup across all group brands including campaign architecture, bidding strategy, budget allocation and ongoing optimization

• Conduct independent account audits and identify structural issues quickly

• Manage Search, Performance Max, Display and YouTube campaigns in a lead generation context

• Handle conversion tracking, pixel audits, GA4 integration and offline conversion imports

• Understand how auction mechanics, Quality Score and smart bidding actually behave in practice, not just in theory

Meta Ads

• Run Meta campaigns end to end including campaign structure, audience segmentation, creative direction and performance optimization

• Navigate attribution challenges honestly and build retargeting across the full funnel from awareness through to enrolment

• Brief and evaluate creative with a clear view of what converts

Multi-Brand Management

• Manage paid media simultaneously across multiple education brands with different audiences, propositions and performance benchmarks

• Allocate budgets across brands based on ROI and seasonal demand

• Build brand-level dashboards that give leadership honest, real-time visibility

Funnel and CRM Accountability

• Work with the sales team and CRM to close the loop between lead quality and conversion, not just cost per lead but cost per enrolment

• Maintain clean UTM structure across all campaigns so attribution is reliable

• Flag lead quality issues upstream before they reach the sales floor

Retargeting and Direct Marketing Automation

• Build and manage retargeting sequences that extend beyond paid platforms into direct channels including email and WhatsApp

• Design and oversee automated direct mailer campaigns with proper segmentation, sequencing and performance tracking

• Manage WhatsApp blast campaigns including audience lists, messaging cadence, compliance and conversion tracking

• Ensure all direct marketing activity is coordinated with paid campaigns so messaging is consistent and audiences are not overlapping or fatigued

Agency and Vendor Management

• Assess and manage existing agency relationships and hold external vendors to clear performance standards

• Make direct recommendations on agency performance to senior leadership

What We Are Looking For

Experience

• 10 to 12 years of hands-on paid media experience, whether agency or in-house, but always personally inside the accounts

• A track record of managing significant budgets across Google and Meta at the same time

• Demonstrable cost per lead improvements on accounts you personally ran. We will ask for specific numbers

• Multi-brand or multi-client management experience

• B2C lead generation is a minimum requirement. Education sector experience is a strong advantage

Skills and Mindset

• You can open an account, run an audit and identify what is wrong within the first half hour

• You know the difference between a lead that looks cheap and one that actually converts, and you optimize for the latter

• You can spot attribution fraud, inflated impression share and agency vanity metrics before they land on a report

• You build dashboards that surface problems quickly, not ones that are designed to look good

• You communicate clearly upward: what is working, what is not, and what decision is needed

Character

• You are accountable. If a campaign underperforms, you say so before being asked and you already have a view on why and what to do next

• You work with urgency. This business has targets that are live now

• You are honest with data. We have had enough of optimistic reporting

• You are comfortable in a lean, fast-moving team without layers of support

What MindBase Offers

• Direct access to senior leadership and genuine decision-making authority over the performance function

• Multi-brand scale with meaningful budgets across a group that has been operating for over 25 years

• A team actively investing in AI tools, systems and operational infrastructure

• Competitive compensation in line with genuine senior experience

• The opportunity to build the performance marketing function from the ground up