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Digital Performance Manager

Digital Performance Manager

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Nov. 28, 2017

About us

We are one of Australia’s oldest and largest providers of open learning. For over 100 years we have been helping people from all walks of life to improve their lives through learning. Over this time, we have delivered education and training to more than 800,000 Australians.

Today, we deliver a diverse portfolio of over 100 courses and focus on meeting the needs of adult learners by providing highly flexible, accessible and affordable education and training.

We have a clear vision and have experienced step-change growth and organisational expansion over the last three years. We are well positioned to sustain strong growth into the future - driven by increased market demand for online learning combined with continued investment in further expanding our course portfolio and improving the learner experience and competitiveness of our courses.

Our team includes over 350 staff and 300 contract educators. Over the last three years, we have been through a fundamental organisational transformation

About the position

The main accountability of this role will be to develop and execute the strategic direction of media channels, primarily Search and Affiliate Marketing, and monitor performance of these channels to deliver on performance targets and maximize ROI. A keen interest and experience in media buying using data, insights and analytics to increase site conversion and enrolment acquisition is of high importance in this role.

With the business heavily focused on digital acquisition and investing in driving engagement and traffic digitally, we are looking for an individual who is ready to take that next step in their career, who has a "can do" attitude, is not afraid of rolling up their sleeves, has a real entrepreneurial flair and is absolutely passionate about all things on-line. The successful candidate will need to be talented and highly driven to help drive online leads & sales and the development of the online channel.

Principal Accountabilities:

SEM & Affiliates:

  • Execute the strategic direction of Paid Search and Affiliate Marketing in conjunction with key stakeholders to create the strategy to drive leads and student enrolment;
  • Manage the strategy and execution of Paid Search and Affiliate Marketing long with budget allocation and post campaign analysis;
  • Monitor and report performance on SEM channels, and closed-loop feedback to optimize toward performance KPIs;
  • Maintain key relationships with existing Tech partners (Google, Bing, Affiliate partners) and work together to deliver key business goals. Also forge new relationships in collaboration with the Head of Acquisition with relevant 3rd parties as needed.
  • Stay abreast of new developments in Paid Search and Affiliate Marketing and to use new and emerging technology and tactics for customer acquisition.

Analytics:

  • Approach all aspects of the business with a data-centric attitude and base decisions on insight and analytics.
  • Execute digital strategy in conjunction with insights to constantly optimise toward performance. 
  • Rely on the use of site analytics platforms (GA) to develop insights and understand prospect browsing behaviour;
  • Understand existing audience data and develop segmentation and profiling of prospects in GA to improve media targeting.
  • Understand industry attribution models using GA and 3rd party ad serving tools like DCM.
  • Heavy usage of Microsoft Excel and Google Data Studio reports for analysis of campaign performance.

Key Attributes & Experience

  • A minimum of 4 years’ experience as a Paid Search specialist working on large-scale budgets for new customer acquisition.
  • In-depth understanding of SEM and underlying concepts around Bidding, Quality Score, Account Structure, etc that are vital for high performance.
  • Working knowledge of SEM optimisation toward DR targets and experience delivering against monthly performance KPIs such as number of leads, CPL, CPA, ROAS.
  • Working knowledge of Google Analytics is critical for this role.  Experience of GA 360 is a plus.
  • Experience analysing and reporting campaign metrics on Microsoft Excel, both monthly and on an ad hoc basis, to improve campaign performance.
  • Familiarity with Doubleclick Search, Kenshoo, Marin and Google Tag Manager is a plus.
  • Familiarity with 3rd party tracking, 3rd party ad serving and trafficking experience is a plus.
  • Experience working within the Education or Retail sectors desirable but not essential.

Educational Qualifications

• Relevant qualifications in Marketing

                              **This position is based in our offices in Sydney CBD**

Please email your resume and cover letter to Ciaran Martin, Talent Acquisition Specialist, Open Colleges (02) 8048 5006.

Please note that due to the high volume of response anticipated for this role, only short-listed candidates will be contacted.

                                      *Applicants must have full Australian Working Rights*

                               **No Recruitment Agencies**