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 DoGoogle 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

RequirementsWhat We Are Looking ForExperience

• 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

MindBase Education