📌 Core Information
🔹 Job Title: Performance Marketing Lead
🔹 Company: Bayswater Education
🔹 Location: Cape Town, Western Cape, South Africa
🔹 Job Type: Full-Time, Hybrid
🔹 Category: Education Administration Programs
🔹 Date Posted: 2025-07-01
🔹 Experience Level: 5-10 years
🔹 Remote Status: On-site with Hybrid option
🚀 Job Overview
Key aspects of this role include:
- Strategic management of online customer acquisition and retention strategies
- Overseeing and optimizing Google Ads agency performance
- Direct implementation and scaling of paid social media campaigns
- Cross-functional collaboration with sales teams to drive business growth
- Proactive exploration of emerging opportunities in AI advertising
ASSUMPTION: This role requires a high level of strategic thinking, data analysis, and project management skills. The ideal candidate will have a proven track record in performance marketing and a strong understanding of digital advertising channels.
📋 Key Responsibilities
✅ 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, ensuring alignment with overall business objectives and ROI targets
✅ Conduct regular performance reviews with the agency, analysing results, and identifying opportunities to maximise campaign effectiveness
✅ 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 to campaign launch, optimisation, and scaling
✅ Conduct A/B testing on ad creatives, landing pages, and audience segments to continuously improve performance metrics
✅ Actively explore and test new social media advertising channels as opportunities arise
✅ Design, build, and optimise automated marketing funnels and nurturing sequences across various digital channels
✅ 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
✅ Work closely with both B2B and B2C sales teams to understand their objectives, provide high-quality leads, and align marketing efforts with sales strategies
✅ Translate sales insights and market feedback into actionable marketing initiatives and campaign adjustments
✅ Utilise robust analytics tools to track, analyse, and interpret complex data sets across all channels
✅ 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
✅ Oversee aspects of our website and digital presence, ensuring they align with our brand guidelines and drive our innovative and empowering brand voice
✅ Conduct thorough SEO audits from a performance marketing lens, identifying areas for improvement that can enhance paid campaign effectiveness
✅ Provide guidance on best practices for SEO optimisation where it intersects with paid media efforts
✅ 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
ASSUMPTION: This role involves a high degree of cross-functional collaboration and requires strong communication, project management, and analytical skills.
🎯 Required Qualifications
Education: Bachelor’s degree in marketing, Business, Economics, or a related quantitative field
Experience: Proven experience (5+ years preferred) in a dedicated performance marketing role, with a strong track record of driving measurable ROI and business growth
Required Skills:
- 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
Preferred Skills:
- Experience with A/B testing platforms, landing page optimisation tools, and/or SEO basics.
ASSUMPTION: The ideal candidate will have a strong background in performance marketing with a proven track record of driving ROI and business growth.
💰 Compensation & Benefits
Salary Range: The estimated salary range for this role is R540,000 to R600,000 ZAR per year, based on industry standards for a Performance Marketing Lead with 5-10 years of experience in the education sector in Cape Town.
Benefits:
- Competitive annual salary package
- Collaborative, dynamic, and supportive hybrid work environment based in Cape Town
- Casual dress code
- Multicultural team
- Training & development programs
- Opportunities for career growth within a global organization
- Discounted access to the company's wide portfolio of courses
- Inclusive culture with regular wellbeing and social activities
- Extra days off based on the length of service
- Paid volunteering day
- Regular online networking and cross-departmental meetings with the Bayswater team globally
Working Hours: Full-time position with a hybrid work arrangement, typically working 40 hours per week.
ASSUMPTION: The salary range provided is an estimate based on industry standards and may vary depending on the candidate's experience and qualifications.
📌 Applicant Insights
🔍 Company Context
Industry: Bayswater Education operates in the Education Administration Programs industry, focusing on summer language courses and summer teenager camps.
Company Size: Bayswater Education is a mid-sized company with 51-200 employees, providing a collaborative and dynamic work environment.
Founded: Bayswater Education was founded in 1999 and has since grown to offer summer language courses and camps in various centres in the UK and Cyprus.
Company Description:
- Bayswater Education is a well-established British company offering summer language courses for young learners in various centres in the UK and Cyprus.
- The company organises both residential and homestay packages and is accredited by the British Council for all its UK courses.
- Bayswater Education is run by a team of very experienced staff and has a variety of exciting destinations to suit all requirements.
Company Specialties:
- Summer Language Courses
- Summer Teenager Camps
Company Website: www.bayswatersummer.com
ASSUMPTION: Bayswater Education offers a unique blend of travel, tourism, and education, providing a dynamic and multicultural work environment.
📊 Role Analysis
Career Level: This role is at the mid-level career stage, requiring a balance of strategic thinking, tactical execution, and cross-functional collaboration.
Reporting Structure: The Performance Marketing Lead will report directly to the Head of Marketing and work closely with both B2B and B2C sales teams.
Work Arrangement: This role offers a hybrid work arrangement, with a mix of on-site and remote work, allowing for flexibility and a better work-life balance.
Growth Opportunities:
- Potential career progression into a senior marketing role or management position within the company
- Opportunities to expand the company's digital marketing presence and explore new advertising channels
- Possibility to work on international marketing projects and collaborate with global teams
ASSUMPTION: This role offers ample opportunities for professional growth and development within the company.
🌍 Location & Work Environment
Office Type: Bayswater Education's Cape Town office is a hybrid work environment, offering a mix of on-site and remote work options.
Office Location(s): 167 Queensway, London, England W2 4SB, GB (Headquarters), with a presence in Cape Town, South Africa
Geographic Context:
- Cape Town is the second-most populous city in South Africa and is known for its natural beauty, vibrant culture, and diverse communities.
- The city offers a high quality of life, with a mix of urban and outdoor activities, as well as a competitive job market.
Work Schedule: The hybrid work arrangement allows for a flexible work schedule, with core hours typically between 9:00 AM and 5:00 PM local time.
ASSUMPTION: Cape Town offers a unique blend of urban and outdoor living, providing a desirable work-life balance for employees.
💼 Interview & Application Insights
Typical Process:
- Online application submission through the company's careers portal
- Phone or video screening with the HR department
- In-depth video interview with the hiring manager and relevant team members
- Final round interview with the Head of Marketing or another senior stakeholder
- Background check and reference verification
- Job offer and onboarding
Key Assessment Areas:
- Performance marketing expertise and strategic thinking
- Data analysis and interpretation skills
- Communication and presentation skills
- Project management and organisational skills
- Cultural fit and alignment with company values
Application Tips:
- Tailor your resume and cover letter to highlight your relevant performance marketing experience and skills
- Include specific examples of your achievements in driving ROI and business growth
- Demonstrate your understanding of the role and the company's mission and values
- Prepare for data-driven interview questions and be ready to discuss your approach to performance marketing strategies
ATS Keywords: Performance Marketing, Google Ads, Social Media Advertising, Data Analysis, Marketing Automation, CRM Integration, SEO, A/B Testing, Lead Management, Campaign Optimization, Analytics Tools, Communication Skills, Project Management, Problem Solving, Collaboration
ASSUMPTION: The interview process for this role will focus on assessing the candidate's performance marketing expertise, strategic thinking, and cultural fit.
🛠️ Tools & Technologies
- Google Ads platform (Search, Display, YouTube)
- TikTok Ads and Meta Ads platforms
- Marketing automation platforms (e.g., HubSpot, Marketo, or similar)
- Zoho CRM for lead management and nurturing
- Google Analytics 4 for data analysis and reporting
- SEO tools (e.g., SEMrush, Ahrefs, or similar) for SEO audits and optimisation
ASSUMPTION: The ideal candidate will have experience with the mentioned tools and platforms, with a willingness to learn and adapt to new technologies as needed.
👔 Cultural Fit Considerations
Company Values:
- Empowering young people through education and cultural exchange
- Fostering a collaborative and inclusive work environment
- Encouraging continuous learning and professional development
- Promoting a healthy work-life balance
Work Style:
- Data-driven and results-oriented
- Collaborative and cross-functional
- Adaptable and open to change
- Proactive and self-motivated
Self-Assessment Questions:
- How do your personal values align with the company's mission and values?
- Can you provide an example of a time when you had to adapt to a significant change in a marketing strategy or approach?
- How do you prioritise and manage multiple projects simultaneously in a fast-paced environment?
ASSUMPTION: Candidates should be able to demonstrate a strong cultural fit with the company's values and work style.
⚠️ Potential Challenges
- Managing external agencies and vendors may present unique challenges in communication, coordination, and performance tracking
- Keeping up with the latest trends and best practices in performance marketing, particularly in the context of AI-driven advertising
- Balancing the demands of both B2B and B2C sales teams and ensuring alignment with their objectives
- Working in a hybrid environment may require additional self-motivation and time management skills
ASSUMPTION: The ideal candidate will be able to navigate these challenges effectively and contribute to the company's overall success.
📈 Similar Roles Comparison
- This role differs from other performance marketing positions in its focus on managing an external Google Ads agency and its hybrid work arrangement
- In the education sector, this role is unique in its blend of strategic marketing, agency management, and hands-on campaign execution
- Career progression in this role may lead to senior marketing or management positions within the company or in related industries
ASSUMPTION: This role offers a unique blend of strategic and tactical responsibilities, making it an attractive opportunity for experienced performance marketing professionals.
📝 Sample Projects
- Developing and executing a comprehensive Google Ads strategy to drive enrolment for Bayswater Education's summer language courses
- Launching and optimising a TikTok Ads campaign to target young learners interested in language learning and cultural exchange
- Implementing a marketing automation funnel to nurture leads and improve conversion rates for Bayswater Education's B2B sales team
ASSUMPTION: These sample projects demonstrate the diverse range of responsibilities and initiatives the Performance Marketing Lead will undertake.
❓ Key Questions to Ask During Interview
- Can you describe the company's approach to performance marketing and how this role fits into the broader marketing strategy?
- How does the company support the professional development of its marketing team members?
- Can you provide an example of a successful marketing campaign that the company has run, and what made it successful?
- How does the company measure and track the performance of its marketing efforts, and how does this role contribute to that process?
- What are the key priorities for this role in the first 30-60-90 days, and how will my performance be evaluated during this period?
ASSUMPTION: These questions will help candidates better understand the role, the company's marketing strategy, and the expectations for their success in the position.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your relevant performance marketing experience and skills
- Prepare for data-driven interview questions and be ready to discuss your approach to performance marketing strategies
- Research the company and its mission to demonstrate your understanding and enthusiasm for the role
- Follow up with the hiring manager or HR department within one week of submitting your application to express your interest in the position
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
