Direct-Response Paid Media Lead

Vertical Institute Pte Ltd; Jakarta Pusat; On-site; IDR 1,662,741,000 - 2,494,111,000; Full time

Job summary

Vertical Institute is Singapore's AI and technology training provider seeking a Performance Marketing Manager to lead end-to-end paid media strategy and a team of specialists. You will focus on direct response campaigns across Meta, Google, and TikTok to generate qualified leads and enrolments while driving measurable ROI.

You will report to the Head of Marketing and shape budget allocation, channel prioritisation, and performance reporting.

Qualifications

• Minimum 5 years of hands-on performance marketing experience, with at least 2 years in a role that involved managing or mentoring others.
• Proven expertise in Meta Ads (Facebook and Instagram Ads) is required.
• Experience managing Google Ads (Search, Display, Performance Max, or YouTube) is required.
• Experience with TikTok Ads is highly preferred.
• Strong understanding of conversion tracking, attribution, Meta Pixel, Google Tag Manager, and GA4.
• A direct response mindset - you think in conversions and revenue, not impressions and reach, and you build campaigns around offers and outcomes.
• Proven track record of driving measurable acquisition growth and revenue through paid channels, with the numbers to back it up.
• Strong budget management experience - you have made allocation decisions under pressure and been accountable for the outcome.
• Demonstrated ability to lead a team, set direction, and be accountable for collective output - not just individual campaign performance.
• Comfortable presenting performance insights and strategic recommendations to senior leadership, holding the room and handling pushback with data.
• Proactive, results-driven, and comfortable working in a fast-paced growth environment.

Responsibilities

• Own the paid media strategy across Meta Ads, Google Ads, and TikTok Ads with full accountability for CPL, CPA, ROAS, and revenue contribution.
• Embed direct response principles across every campaign with compelling offers, clear CTAs, and disciplined funnel tracking.
• Allocate and manage the performance marketing budget with commercial rigour and strategic decisioning.
• Stay ahead of platform developments and emerging channels, providing a viewpoints to the Head of Marketing.
• Oversee experimentation framework across paid channels with rigorous tests and clear learnings.
• Lead, coach, and develop the Senior Performance Marketing Specialist to grow into greater autonomy.
• Divide channel ownership to balance accountability and strategic decisions.
• Build a direct response culture focused on downstream outcomes, not just on-platform metrics.
• Own attribution framework and measurement infrastructure (GA4, GTM, Meta Pixel) for accurate performance.
• Produce performance reporting with clear insights, risks, and decisions for senior stakeholders.
• Own conversion optimisation across paid landing pages, audience targeting, and ad creative.

Skills

Direct response

Team leadership

Budget management

Cross-channel marketing

Data-driven decisions

Stakeholder comms

Tools

Meta Ads

Google Ads

TikTok Ads

Google Tag Manager

GA4

Job description

Vertical Institute is Singapore's AI and technology training provider seeking a Performance Marketing Manager to lead end-to-end paid media strategy and a team of specialists. You will focus on direct response campaigns across Meta, Google, and TikTok to generate qualified leads and enrolments while driving measurable ROI.

You will report to the Head of Marketing and shape budget allocation, channel prioritisation, and performance reporting.