Performance Marketing — Revenue, Leads & Conversion Focused

Overview

Primary Objective

Lead Generation & Campaigns

• Plan and execute lead generation strategies for training programs (PMP, CIPD, AML, AI, etc.)
• Manage and optimize paid campaigns: Google Ads (Search + Display) — Mandatory, Meta Ads (Facebook/Instagram),
• LinkedIn Ads (for B2B — preferred)
• Continuously improve Cost per Lead (CPL), lead quality, and ROI / ROAS

Website Management & Optimization (Very Important)

• Take ownership of website performance (trainpoint.ae)
• Improve traffic (SEO + paid + organic) and conversion rate — critical
• Identify and fix drop-offs in user journey, weak CTAs, and poor structure
• Work with developer/designer to improve UI/UX, speed, and mobile experience
• Use tools like Google Analytics and Google Search Console

Landing Pages & Funnels

• Create and optimize high-converting landing pages for each key course
• Build complete marketing funnels: Ad → Landing Page → Lead Form → Follow-up → Conversion
• Conduct A/B testing (headlines, CTAs, layouts)
• Ensure landing pages are conversion-focused, clear, persuasive, and sales-driven

Analytics, Reporting & Performance Tracking

• Track and report on website traffic, lead generation numbers, conversion rates, and campaign performance
• Provide weekly/monthly performance reports
• Use data to identify gaps and optimize campaigns and funnels

Sales Alignment & Lead Quality

• Work closely with sales team to improve lead quality and increase conversion to enrollments
• Understand which leads convert vs. not, and optimize accordingly

CRM, Email & WhatsApp Campaigns

• Plan and execute email campaigns (Mailchimp or similar) and WhatsApp campaigns for lead nurturing
• Build basic automation workflows for follow-ups

New Channels & Growth Opportunities

• Identify and test new lead sources (Coursetakers, partnerships, aggregators)
• Explore referral strategies and corporate lead generation opportunities

Must-Have Skills & Experience

• Proven experience in lead generation and performance marketing
• Strong hands-on experience with Google Ads (mandatory) and Meta Ads
• Experience in website optimization and CRO (Conversion Rate Optimization)
• Landing page creation using tools like WordPress, Webflow, or similar
• Strong understanding of funnels (end-to-end), CPL, CAC, and ROI
• Experience with Google Analytics and reporting tools

Mandatory Requirement

• Candidates MUST clearly demonstrate:
• Number of leads generated in previous roles
• Campaign budgets handled
• Measurable improvements in CPL, conversion rates, and revenue impact

Experience

• Marketing Manager: 5 years (Required)