Center performance Marketing

Key Responsibilities

1. Center Supervision & Guidance

• Provide direct supervision of digital marketing (ads) activities at each center

• Deliver ads strategy direction to Marketing PICs at every center

• Ensure proper implementation of digital marketing SOPs & best practices

• Conduct regular coaching, training, and upskilling for center marketing teams

2. Ads Performance Monitoring

• Weekly and monthly monitoring ad campaign performance across focused centers spread in group partners in the region.

• Track key metrics: CPL, CTR, CPM, CPA, ROAS

• Ensure ad budget is utilized efficiently (no overspend/underspend)

• Prepare weekly & monthly performance reports per center and per region

3. Analysis & Optimization

• Perform data analysis to identify patterns, opportunities, and issues

• Provide optimization recommendations: targeting, creative, copywriting and budget allocation

• Provide recommendation run A/B testing to identify winning campaigns

• Identify best-performing centers (to serve as benchmarks) and underperforming centers (for intervention)

4. Strategy & Implementation

• Develop regional digital marketing strategy together with Head of Digital & Performance Marketing

• Translate strategy into concrete action plans for each center

• Build and maintain the digital (ads) marketing playbook / SOP

• Collaborate with the creative team to develop relevant ad materials

5. Lead Quality Management

• Maintain lead quality (not just quantity)

• Coordinate with region teams for lead quality feedback

• Optimize the funnel: Lead ? Enrollment

6. Reporting & Stakeholder Management

• Build performance dashboards & weekly, monthly, quarterly and annual report/tracker

• Present performance reviews on a regular basis

• Act as the communication bridge between HQ Marketing and center PICs

• Reporting to Head of Digital & Performance Marketing

Qualifications

Education & Experience:

• Min. Bachelor's degree in any field (preferably Marketing, Communications, or Business)

• Min. 5 years of experience in Digital Performance Marketing

• Plus point: experience handling multi-branch / multi-account / multi-region

• Hands-on experience managing significant ad budgets

• Proven track record of lowering CPL/CPA and improving conversion rates

• Willing to travel to centers when required

Technical Skills:

• Meta Ads Manager (advanced, required)

• TikTok Ads Manager (advanced, required)

• Google Ads (preferred)

• Google Analytics, Meta Pixel, Google Tag Manager

• Data analysis: Excel / Google Sheets (pivot tables, VLOOKUP, etc.)

• Familiar with CRM tools: Salesforce, hubspot or other

• Strong understanding of marketing funnel (TOFU, MOFU, BOFU)