Head of Online Performance

Job Description

Job Title: Head of Online Performance, North America

Reports to: Director of Marketing, North America

Location: Remote, U.S.

Travel Requirements: Occasional travel required

Salary: $110,000

We are International Schools Partnership (ISP), a leading global educational private group (aged K-12) counting with more than 100,000 students in 116 schools across 25 countries.

We are moved by a single powerful purpose: grow the world’s most curious, confident minds.

At ISP we put learning at the heart of everything we do to create rounded open-minded individuals that can forge successful pathways and lives, in a rapidly changing world.

About The Role

We're looking for a strategic and data-driven Head of Online Performance to join the North America Marketing team. Reporting to the Director of Marketing, this role will oversee and lead the digital marketing efforts across a portfolio of schools with a strong focus on driving enrollment growth, lead quality, and measurable pipeline performance.

The Head of Online Performance will oversee regional digital acquisition initiatives across paid media, SEO, analytics, attribution, and conversion optimization, while managing external agency partnerships to ensure campaigns are aligned with regional enrollment and retention goals. The successful candidate will bring a strong balance of strategic thinking, analytical expertise, and performance-driven execution.

The ideal candidate has the ability to operate strategically within a fast-paced, matrixed regional organization while influencing senior stakeholders across marketing, admissions, school leadership, and external partners. This candidate will bring a strategic vision to digital marketing initiatives, be comfortable with data analysis and reporting. This position will be remote with some travel required.

Key Responsibilities:

Digital Strategy Leadership:

• Develop and lead a high-performing regional digital performance marketing strategy focused on driving enrollment growth, lead quality, and measurable pipeline contribution across all schools within the North America region.

• Monitor emerging digital trends, evolving parent behaviors, competitor activity, and platform innovations to develop strategic recommendations that strengthen regional enrollment performance and align with ISP strategies while addressing individual school growth priorities where required.

Agency Management:

• Lead the strategic management of external digital marketing agency partners across paid media, SEO, and performance initiatives, ensuring alignment with regional enrollment, retention, and brand objectives.

• Evaluate full-funnel campaign performance and provide strategic, data-informed direction to continuously improve lead quality, conversion efficiency, cost-per-lead, and cost-per-enrollment outcomes.

• Establish clear agency KPIs, performance expectations, and governance frameworks while holding partners accountable through regular business reviews and data-driven performance optimization discussions.

Innovative Campaign Development

• Leverage creative thinking and strategic planning to launch innovative digital marketing initiatives aimed at reaching new audiences and driving leads.

• Implement A/B testing and other optimization strategies to continually improve the effectiveness of campaigns and conversion rates.

• Define lead quality standards in consultation with the Director of Marketing and close collaboration with the Regional Director of Admissions and Marketing Cluster Managers.  Manage performance across a diverse portfolio of schools, tailoring strategies to address specific enrollment gaps while maintaining a cohesive regional approach.

Data Analysis & Reporting

• Lead the analysis of digital marketing data, including ad performance, conversion rates, and customer journey metrics. Present regular reports with actionable insights to senior leadership to guide decision-making and secure buy-in.

• Own the regional digital analytics and measurement ecosystem, including attribution modeling, GA4/GTM governance, conversion tracking, CRM integration, and performance dashboards. (e.g. Looker Studio/ Adverity).

• Ensure integrity, accuracy, and consistency of campaign reporting and performance data across all platforms and agency reporting structure.

Collaboration

• Partner closely with the Cluster Marketing Managers responsible for content development , ensuring a cohesive and integrated approach to all campaigns.

• Work closely with the Director of Marketing in collaboration with the Regional Directors of Admissions and Retention to customize campaigns to target specific gaps in grades and specific initiatives designed to drive growth in schools.

Budget Oversight

• Manage the digital marketing budget, ensuring efficient allocation of resources to maximize ROI.

• Develop and manage MQL/SQL frameworks, lead scoring methodologies, and performance benchmarks including cost-per-lead, conversion efficiency, and cost-per-enrollment targets across the region and individual schools.

Success Metrics

• Lead quality and enrollment growth

• Lead-to-tour conversion rates

• Cost-per-enrollment improvements

• Digital attribution accuracy

• Funnel efficiency optimization

• Regional campaign ROI

• Tactical school-level enrollment gap support

Qualifications:

• Education: Bachelor’s degree in marketing, communications, or a related field (required). Master’s degree or digital marketing certifications (preferred).

• Experience: Minimum of 5 years of experience in digital marketing, with a proven track record of managing successful lead generation campaigns. Experience working within the education sector is a plus.

• Technical Skills: Proficiency in digital advertising platforms (Google Ads, Meta Ads), Google Analytics, SEO, CRM systems, and marketing automation tools.

• Analytical Skills: Strong data analysis skills, with the ability to translate data into meaningful insights and actionable recommendations.

• Leadership: Experience managing external agencies and working cross-functionally with other marketing and admissions professionals.

• Innovative Mindset: A creative thinker with a passion for trying new approaches and strategies to drive digital marketing success.

• Communication Skills: Strong written and verbal communication skills, with the ability to present complex information clearly and persuasively to senior stakeholders.

ISP Principles

Begin with our children and students. Our children and students are at the heart of what we do. Simply, their success is our success. Wellbeing and safety are both essential for learners and learning. Therefore, we are consistent in identifying potential safeguarding

and Health & Safety issues and acting and following up on all concerns appropriately.

Treat everyone with care and respect. We look after one another, embrace similarities and differences and promote the well-being of self and others.

Operate effectively. We focus relentlessly on the things that are most important and will make the most difference. We apply school policies and procedures and embody the shared ideas of our community.

Are financially responsible. We make financial choices carefully based on the needs of the children, students and our schools.

Learn continuously. Getting better is what drives us. We positively engage with personal and professional development and school improvement.

ISP Commitment to Safeguarding Principles

ISP is committed to safeguarding and promoting the welfare of children and young people and expects all staff and volunteers to share this commitment. All post holders are subject to appropriate vetting procedures, including an online due diligence search, references and satisfactory Criminal Background Checks or equivalent covering the previous 10 years’ employment history.

ISP Commitment to Diversity, Equity, Inclusion, and Belonging

ISP is committed to strengthening our inclusive culture by identifying, hiring, developing, and retaining high-performing teammates regardless of gender, ethnicity, sexual orientation and gender expression, age, disability status, neurodivergence, socio-economic background or other demographic characteristics. Candidates who share our vision and principles and are interested in contributing to the success of ISP through this role are strongly encouraged to apply.