Performance Marketing Manager

Vertical Institute Pte Ltd; Santo Niño 1st; On-site; PHP 5,929,000 - 8,893,000; Full time

Job summary

Vertical Institute is seeking a Performance Marketing Manager to lead end-to-end paid media strategy across Meta, Google, and TikTok. You will coach a Senior Specialist, own KPI-driven outcomes, and report to the Head of Marketing.

You will optimize attribution, manage budgets with discipline, and align campaigns to enrolment goals in a fast-growing AI education provider.

Qualifications

• Minimum 5 years of hands-on performance marketing experience, with at least 2 years in mentoring others.
• Proven expertise in Meta Ads (Facebook/Instagram) and Google Ads.
• Experience with TikTok Ads is highly preferred.
• Strong understanding of attribution, tracking, and analytics tools.
• Direct response mindset focused on conversions and revenue.

Responsibilities

• Lead end-to-end paid media strategy across Meta, Google, and TikTok with full accountability for CPL, CPA, ROAS, and revenue.
• Coach and develop the Senior Performance Marketing Specialist and shape channel ownership.
• Own the attribution framework and reporting, including GA4, GTM, and Pixel.
• Oversee funnel optimization across landing pages and ads, driving cost-per-lead improvements.
• Collaborate with AMM, Sales, and Student Services to ensure quality leads and measurable outcomes.

Skills

Direct response mindset

Leadership

Budget management

Cross-functional collaboration

Presentation to leadership

Tools

Meta Ads (Facebook/Instagram)

Google Ads

TikTok Ads

GA4 / Analytics

Meta Pixel / GTM

Job description

Performance Marketing Manager
at Singapore's leading AI and technology training provider
Full-time | Singapore | Marketing | Onsite

The opportunity

AI upskilling is one of the fastest-growing segments in Singapore's education market, and paid acquisition is a primary driver of enrolments at Vertical Institute. We are looking for a Performance Marketing Manager to lead that function - owning the direct response strategy across paid channels, managing a Senior Performance Marketing Specialist, and being the person senior leadership turns to when they want to understand where growth is coming from and what it is costing.

This is a management role with deep channel accountability. You will set the direction, build the frameworks, and develop the specialist beneath you - while staying close enough to the work to know when something is off before the numbers confirm it. You will report to the Head of Marketing and be a key voice in how the marketing team allocates its budget and prioritises its channels.

We are looking for someone who has already made the shift from executer to leader - who can set direct response strategy, coach a specialist, and hold themselves accountable for the team's collective output. If you have led a performance function before, driven measurable revenue through paid channels, and can show the numbers to prove it, we want to talk.

Role Overview

We are looking for a direct response-focused Performance Marketing Manager to lead end-to-end paid media strategy and team execution. This is not a brand awareness role - every campaign your team runs is built to generate leads, drive enrolments, and produce a measurable return on spend. You will bring deep platform expertise across Meta Ads, Google Ads, and TikTok Ads, and the leadership capability to set direction, coach a specialist, and be accountable for the function's commercial output.

Key Responsibilities

Performance strategy and direct response leadership

• Own the paid media strategy across Meta Ads, Google Ads, and TikTok Ads - setting the direct response direction the team executes against, with full accountability for CPL, CPA, ROAS, and revenue contribution.

• Embed direct response principles across every campaign - compelling offers, clear calls to action, disciplined funnel tracking, and relentless optimisation toward cost-per-lead and cost-per-acquisition targets.

• Allocate and manage the performance marketing budget with commercial rigour - making strategic calls on where to invest, where to pull back, and when to test something new.

• Stay ahead of platform developments, audience shifts, and emerging acquisition channels - bringing a point of view to the Head of Marketing, not just awareness of what changed.

• Oversee the experimentation framework across paid channels - ensuring tests are designed with rigour, results are interpreted accurately, and learnings are applied systematically.

Team leadership and specialist development

• Lead, coach, and develop the Senior Performance Marketing Specialist - setting clear expectations, reviewing campaign work with a critical eye, and helping them grow into someone who needs less direction over time.

• Divide channel ownership across the team in a way that gives the Specialist meaningful accountability while keeping strategic and budget decisions at the manager level.

• Build a direct response culture within the team where every campaign is evaluated on what it produces downstream, not just how it performs on-platform.

Measurement, attribution, and commercial reporting

• Own the attribution framework and measurement infrastructure - including Meta Pixel, Google Tag Manager, and GA4 - that gives the marketing team and senior leadership an accurate view of paid performance.

• Produce performance reporting that goes beyond dashboards - with a clear point of view on what the numbers mean, what risks they flag, and what decisions they support.

• Partner with the Head of Marketing and AMM on marketing KPI reviews, contributing the performance lens to broader commercial discussions with confidence and clarity.

Funnel optimisation and cross-functional collaboration

• Own conversion optimisation across paid landing pages, audience targeting, and ad creative - working with the content and design team to develop direct response creative that performs at scale.

• Conduct audience, competitor, and market research to identify new growth opportunities and inform campaign strategy.

• Work closely with the AMM, Sales, and Student Services to ensure the leads the paid team generates are the right ones - aligned on quality, not just volume.

• Prepare regular performance reports with clear insights, recommendations, and next steps for senior stakeholders.

Requirements

• 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.

Preferred Qualifications

• Familiarity with CRM and marketing automation platforms is a plus.

• Knowledge of landing page optimisation and conversion rate optimisation (CRO) is highly desirable.

• Experience scaling direct response campaigns from lead generation to revenue growth is a strong advantage.

• Prior experience managing a performance marketing team in an education, EdTech, SaaS, or high-volume B2C acquisition environment.

Why this Role

Own the Function

• You set the paid media strategy, manage the budget, and lead the specialist. The performance marketing function is yours to shape and yours to be judged on.

Senior Team Around You

• You work directly with the Head of Marketing and alongside the AMM. Your input shapes how the marketing budget is allocated across the whole function.

Market Tailwind

• AI upskilling is genuinely in demand. The product has strong market pull - your job is to capture that demand efficiently through direct response and at scale.

A Path to Head of Performance

• Strong performers in this role will be the natural successor as the marketing function grows. The scope and the recognition expand with the results.

About Vertical Institute

Vertical Institute is Singapore's leading AI and technology training provider. We are a Skills and Workforce Development Agency (SWDA) Registered Training Provider and IBF-accredited institution. Over 50,000 professionals have trained with us across individual programmes and enterprise engagements, including partnerships with government agencies, MNCs, and financial institutions. We are headquartered at the Lifelong Learning Institute.