Performance Marketing Manager

Job Title: Performance Marketing Manager – Student Recruitment (France / Francophone Market)

Function: Digital Performance Marketing

Role Overview

• Own end-to-end paid acquisition for student recruitment across France and French-speaking markets
• Focus on lead generation, application growth, and enrolment outcomes (not brand marketing)
• Ensure strong alignment with French market behaviour, language, and GDPR compliance

Key Responsibilities

French Market Strategy

• Design localized campaigns for France & Francophone regions
• Align with academic intake cycles (UG, Masters, MBA)
• Adapt messaging for French language, culture, and student motivations

Paid Media & Campaign Execution

Manage campaigns across:

• Google Ads (Search, PMAX, Display, YouTube)
• Meta (Facebook & Instagram)
• LinkedIn (MBA & executive programs)
• TikTok / Programmatic (Gen Z focus)

Develop French keyword strategies (generic, branded, program-specific)

Run A/B testing on creatives (French-first content)

Execute advanced audience targeting & retargeting

Performance & Budget Ownership

Manage budgets with focus on ROI-driven metrics

Track and Optimize

ROAS & ROE

Optimize lead quality and cost efficiency based on French market benchmarks

Tracking, Attribution & Compliance

Implement

• Offline conversion tracking (applications & enrolments)
• Build multi-touch attribution models for long-cycle decisions
• Integrate CRM data (Salesforce / HubSpot / Zoho) for performance optimization

Conversion & Audience Strategy

• Optimize French-language landing pages for higher conversion
• Conduct A/B testing (CTAs, forms, messaging)

Build Audience Segments Based On

• Geography (France-specific targeting)
• Language preference (French-first)
• Create lookalike audiences from high-value student data

Reporting & Insights

• Deliver weekly/monthly performance reports
• Provide data-driven insights and forecasts aligned to enrolment goals
• Recommend budget reallocation based on campaign performance

Landing Page & Funnel Optimization

• Work with marketing and web teams to:
• Optimize landing pages for lead conversion.
• Implement CRO testing (A/B testing headlines, CTAs, form length).
• Ensure alignment between ad promise and landing experience.
• Drive improvements in lead-to-application ratio.

Requirements

• Fluent in French (mandatory)
• 4–6 years in performance marketing / lead generation
• Strong expertise in Google Ads & Meta platforms
• Experience in education / student recruitment (preferred)
• Hands-on with CRM, attribution, and conversion optimization
• Revenue & performance-driven
• Direct impact on student enrolments and business growth
• Requires strong local market expertise (France-focused)