Head of Paid Media

Head of Paid Media

What are we looking for?

We are seeking an experienced and strategic Head of Paid Media to lead our Paid Marketing team across our brands and partnerships. You will be able to lead the planning, execution, and optimisation of multi-channel paid marketing campaigns promoting our organisation’s online postgraduate programmes.

This role will oversee a team of PPC and Paid Media Specialists, driving performance across platforms including Google Ads, Microsoft Ads, Meta (Facebook, Instagram), LinkedIn, and emerging AI-driven advertising solutions. You will be responsible for scaling lead generation across multiple brands, programmes, and geographies, while maintaining efficiency and strong return on investment.

Please note that interviews for shortlisted candidates and any potential job offers may be in place before the application end date. We recommend that, if interested in any of the roles, you apply as soon as possible.

Key responsibilities:

Commercial Ownership & Lead Generation

* Own paid lead generation performance across all online programme portfolios.

* Deliver paid media performance against recruitment and enrolment targets.

* Provide strategic recommendations on market expansion, budget allocation, and growth opportunities.

* Work closely with the Sales team to optimise the lead-to-enrolment funnel.

* Accountable for forecasting lead volumes, acquisition costs, and paid media contribution towards enrolment targets across the CEG Online portfolio.

Strategy & Planning

* Develop and execute a comprehensive paid media strategy aligned with recruitment targets

* Translate business goals into channel-level plans across search and paid social

* Identify scaling opportunities across programmes, audiences, and markets.

* Own paid media budget planning, allocation, and forecasting lead generation across platforms.

* Collaborate with the Marketing Director on forecasting, growth planning, and market expansion.

* Develop annual growth plans aligned to organisational recruitment objectives.

* Lead market opportunity analysis and audience expansion initiatives.

* Define channel investment strategy across search, paid social, display, remarketing, and emerging acquisition channels.

Team Management

* Lead, mentor, and develop a team of PPC and Paid Media Specialists

* Set clear KPIs, performance targets, and career development plans

* Promote a data-driven, test-and-learn culture within the team

Campaign Oversight & Optimisation

* Provide strategic oversight of campaign structure, audience segmentation, bidding strategy, creative testing, and optimisation frameworks.

* Ensure campaigns are optimised for CPL, CPA, ROAS, conversion rates and lead quality.

* Manage complex multi-funnel, multi-product campaign structures.

Budget Management & Performance

* Own and manage annual multi-million-euro media budgets across multiple brands, programmes, and international markets.

* Make investment decisions based on ROI, enrolment performance, and long-term growth objectives.

* Present performance reviews and budget recommendations to executive stakeholders.

* Drive efficiencies whilst identifying opportunities for accelerated growth and market expansion.

Performance Analysis & Reporting

* Define and monitor key performance metrics including CPL, CPA, ROAS, and conversion rates.

* Partner with the Insights Manager to produce executive-level reporting and performance recommendations for senior stakeholders.

* Leverage insights from GA4, CRM systems, and reporting dashboards to inform optimisation and investment decisions.

* Identify trends and provide strategic recommendations to improve performance.

Cross-Functional Collaboration

* Work closely with the Marketing Director to develop and execute paid media strategies that support recruitment, enrolment, and growth objectives.

* Partner with marketing, content, and brand teams to align messaging and positioning.

* Provide clear creative direction based on performance data, including messaging, formats, and audience insights.

* Work closely with creative team to develop high-performing ad assets tailored to different audiences.

* Collaborate with sales/admissions teams to incorporate lead quality feedback into campaign optimisation.

* Align with SEO and organic team to maximise overall digital performance.

Innovation & Continuous Improvement

* Stay up to date with platform updates, automation, and AI-driven advertising tools.

* Monitor trends in digital marketing, edtech, and professional education to identify new opportunities.

* Test and evaluate new channels, formats, platforms, and emerging technologies.

* Identify opportunities to improve efficiency, scalability, and overall campaign performance.

* Drive continuous improvement in processes, reporting frameworks, and team effectiveness.

Person Specification:

Education

* Bachelor’s degree in Marketing, Business or related field

Experience

- 8-10+ years' experience in paid media, performance marketing, demand generation, or customer acquisition.

- Proven experience managing multi-million-euro media budgets.

- Demonstrable success delivering lead generation, customer acquisition, or enrolment growth targets at scale.

- Experience leading and developing high-performing marketing teams.

- Expertise across Google Ads, Meta, LinkedIn, Microsoft Ads, GA4, GTM, CRM platforms, and attribution models.

- Experience presenting strategy and performance recommendations to senior leadership teams.

- Experience operating across multiple brands, products, or international markets.

- Higher education, edtech, healthcare education, or similar lead-generation experience highly desirable.

Skills

- Strong commercial awareness.

- Familiarity with marketing to professional audiences (e.g. business leaders, healthcare professionals) is highly desirable.

- Analytical, strategic thinker with strong problem-solving skills.

- Excellent communication and stakeholder management skills.

- Highly organised, detail-oriented, and able to manage complexity across multiple priorities.

- Results-driven mindset with a strong focus on measurable growth and ROI.

Please see attached job description for further job role information.

What does Cambridge Education Group do?

Cambridge Education Group is an international education provider that offers a range of services such as Pathway and Pre University Programs, Pre University Education, Preparatory education through foundations and master’s programmes, English Language courses, University application guidance along with creating Internship opportunities.

Why will you love working here?

Whether you work in one of our OnCampus or Managed Campus centres, in CEG Online supporting one of our many partner universities, or as part of one of our central service functions you will find a friendly, fast-paced and supportive work environment created by our diverse range of colleagues.

Employee Values:

At Cambridge Education Group we believe that in living our values every single day we Achieve More for everyone around us, and in so doing makes it a great place to work.

Expert – Each individual strives to demonstrate expertise in everything they do, from previous experiences or acquiring new, relevant skills and know-how. We are great at sharing our knowledge to help our students, fellow colleagues and partners Achieve More.

Authentic – Our actions are taken, and decisions made, in line with our vision and mission; we trust everyone to do the right thing and deliver what they say they will through genuine, open and honest dialogue. We bring our whole selves to work, maximising our diversity to Achieve More.

Innovative – We continually improve all aspects of what we do, being solution-focused to affect change on our path to Achieve More. All colleagues share their ideas, big and small, and are flexible to new practices, approaches and ways of working.

Benefits –

* Perkbox (includes hundreds of discounts on brands)

* Employee Assistance Program (EAP) – giving caring and compassionate support to all staff, as well as a dedicated Mental Health Support Network.

* Private Medical

* Staff Discount on CEG Digital courses

* Mentoring scheme

* Enhanced annual leave entitlement

CEG is committed to safeguarding and promoting the welfare of children and vulnerable adults and expects all colleagues to share this commitment. All successful candidates will undergo background checks in the required countries. Where roles have direct contact with children, including all OnCampus centre- based roles, this will include ID, qualification and reference checks, criminal record checks including an Enhanced Disclosure (or equivalent) in line with safeguarding requirements and our Safeguarding and Prevent Policy (including Children Protection). Any offer of employment is subject to all checks being satisfactory. The Company also expects all colleagues to share the Company’s commitment to Equal Opportunities within the workplace