Head of Digital Marketing

The Head of Digital Marketing is responsible for leading Geniebook’s digital growth strategy and execution by owning performance marketing, SEO and funnel optimisation. This role is hands-on at the start, with the goal of building a small, agile team to scale revenue while lowering CAC.

Key responsibilities include:

1. Plan, execute and manage performance-driven campaigns across channels like Google Ads, Meta ads, Tiktok ads and other display networks.
2. Scale inbound qualified leads for Geniebook Online and Hybrid (AfterSkool & CAMPUS).
3. Own the full-funnel strategy: from landing pages, to retargeting, to nurturing.
4. Drive A/B testing across creatives, CTAs and landing page flows, collaborating with curriculum, sales and design teams to target high-intent traffic and optimise conversion.
5. Design lead scoring logic to filter quality leads upstream.
6. Build SEO strategy to improve content discoverability and stay updated on search engine algorithm updates.
7. Track daily performance and manage marketing budgets effectively, aligning closely with the CEO and Finance to maximise ROI across all channels.
8. Recruit and manage a small team of 2-3 execs remotely, coaching team to take ownership of growth.

Qualifications:

1. 4-6 years of hands-on digital experience (D2C or EdTech preferred).
2. Proficiency in tools such as Google Ads, Google Analytics, Google Search Console, Facebook Ads Manager and Tiktok Ads.
3. Proven track record of scaling lead generation and reducing CPL.