Head of Global Campaigns (Meta/Facebook & Google)

Global Performance Marketing & Digital Campaign Manager

Employment Type

Full-Time

Position Summary

The Head of Global Campaigns (Meta/Facebook & Google) is a strategic leadership role responsible for the end-to-end ownership of all paid and performance marketing activities across the Meta and Google ecosystems globally. The role leads the strategy, planning, execution, optimisation, governance, and continuous innovation of digital campaigns to drive student recruitment, brand awareness, customer engagement, and commercial growth across multiple international markets.

The successful candidate will oversee global advertising across Facebook, Instagram, Messenger, WhatsApp, Google Search, YouTube, Display Network, Demand Generation, Discovery, and Performance Max, ensuring consistent brand messaging, scalable campaign frameworks, measurable ROI, and exceptional customer acquisition performance.

This position combines strategic marketing leadership, AI-driven advertising, advanced analytics, attribution modelling, marketing automation, conversion optimisation, and cross-functional collaboration. The role will lead global campaign teams, regional marketing managers, external agencies, creative teams, and technology partners while managing multi-million-pound advertising budgets.

Key Responsibilities

Global Campaign Strategy & Leadership

• Develop and execute the organisation's global Meta and Google campaign strategy aligned with business growth, brand positioning, and international recruitment objectives.
• Create scalable campaign frameworks that can be consistently deployed across all global markets.
• Establish best practices for campaign architecture, audience segmentation, bidding strategies, creative optimisation, and budget allocation.
• Lead annual, quarterly, and monthly campaign planning across all destinations and recruitment cycles.
• Drive innovation by integrating AI-powered advertising, predictive analytics, automation, and emerging platform capabilities.
• Ensure campaigns align with organisational KPIs, commercial objectives, and long-term digital transformation strategies.

Global Performance Marketing

Lead worldwide advertising activities across:

Meta Platforms

• Facebook
• Instagram
• Messenger
• WhatsApp
• Audience Network

Campaign Types:

• Lead Generation
• Conversion Campaigns
• Website Traffic
• Engagement Campaigns
• Video Views
• Reels Campaigns
• Messenger Campaigns
• WhatsApp Campaigns
• Dynamic Ads
• Remarketing
• Lookalike Audiences
• Advantage+ Shopping & Lead Campaigns

Responsibilities include:

• Meta Business Manager administration
• Pixel & Conversions API implementation
• Dynamic Creative Optimisation
• Event optimisation
• Audience development
• Campaign scaling
• Creative testing
• Budget optimisation

Google Ecosystem

Lead advertising across:

• Google Search
• Performance Max
• Display Network
• YouTube Ads
• Demand Generation
• Discovery Campaigns
• Google Maps
• Gmail Ads
• App Campaigns (where applicable)

Responsibilities include:

• Keyword strategy
• Smart Bidding
• Search Intent Optimisation
• Audience Signals
• Quality Score improvement
• Search Term Analysis
• Negative Keywords
• Landing Page Optimisation
• Conversion Tracking

Global Performance & Commercial Leadership

Own and continuously improve global performance KPIs, including:

• Qualified Lead Generation
• Cost Per Lead (CPL)
• Customer Acquisition Cost (CAC)
• Cost Per Acquisition (CPA)
• Return on Ad Spend (ROAS)
• Return on Marketing Investment (ROMI)
• Lead-to-Application Conversion
• Application-to-Enrolment Conversion
• Customer Lifetime Value (LTV)
• Revenue Attribution
• Market Share Growth

Develop executive dashboards to monitor campaign performance across all regions and ensure continuous optimisation through data-driven decision-making.

Cross-Market Governance

• Standardise campaign structures, naming conventions, taxonomy, and reporting frameworks across all countries.
• Develop global operating procedures for campaign execution and optimisation.
• Ensure consistency in brand messaging while allowing localisation for regional markets.
• Maintain governance over campaign quality, compliance, and operational excellence.
• Create global campaign playbooks and performance benchmarks.

Budget Ownership & Financial Management

• Manage multi-million-pound global advertising budgets.
• Allocate budgets strategically across countries, channels, universities, and campaigns.
• Forecast media investment and ROI.
• Monitor spend efficiency and profitability.
• Identify opportunities to improve marketing efficiency and reduce acquisition costs.
• Produce executive budget reports and investment recommendations.

Creative Strategy & Brand Messaging

Collaborate with branding and creative teams to:

• Develop high-performing advertising creatives.
• Optimise messaging for different international audiences.
• Improve creative engagement and conversion rates.
• Conduct systematic A/B and multivariate testing.
• Deliver consistent global brand communication while supporting local market adaptations.

Data, Analytics & Attribution

Lead advanced marketing analytics through:

• Google Analytics 4 (GA4)
• Google Tag Manager
• Looker Studio
• Meta Business Manager
• BigQuery
• HubSpot CRM
• Microsoft Power BI
• SQL-based reporting (preferred)

Develop:

• Multi-touch attribution models
• Incrementality testing
• Predictive forecasting
• Customer journey analysis
• Marketing mix modelling
• Executive reporting dashboards

Tracking & Marketing Technology

Oversee implementation and optimisation of:

• Meta Pixel
• Meta Conversions API
• Google Tag Manager
• Enhanced Conversions
• Server-side Tracking
• Google Consent Mode
• Offline Conversion Tracking
• CRM Integration
• UTM Governance
• Marketing Automation Platforms

AI & Digital Innovation

Lead the adoption of AI-powered technologies including:

• AI-driven bidding strategies
• Predictive audience targeting
• Automated creative optimisation
• Dynamic personalisation
• Generative AI for advertising copy and creatives
• Marketing automation workflows
• Conversational AI and chatbot integrations

Continuously evaluate emerging Meta and Google features, beta programmes, and automation capabilities to maintain competitive advantage.

Agency & Vendor Management

• Manage relationships with global media agencies and technology partners.
• Define performance KPIs and service-level agreements.
• Conduct quarterly business reviews.
• Ensure cost efficiency, accountability, and continuous improvement.
• Evaluate new technology vendors and advertising platforms.

Compliance, Privacy & Brand Safety

• Ensure full compliance with Meta and Google advertising policies.
• Maintain adherence to GDPR, CCPA, UK GDPR, and international privacy regulations.
• Oversee consent management and first-party data strategies.
• Protect brand integrity through robust brand safety and content governance practices.

Leadership & People Management

Lead a high-performing global digital marketing function comprising:

• Meta Advertising Specialists
• Google Ads Specialists
• Digital Campaign Managers
• Creative Designers
• Video Production Team
• Copywriters
• Marketing Analysts
• CRM & Automation Specialists
• SEO Specialists
• Web Development Team
• Regional Marketing Managers
• External Agencies

Responsibilities include:

• Recruitment and succession planning
• Performance management
• Coaching and mentoring
• Professional development
• Resource planning
• Cross-functional collaboration
• Building a culture of innovation and accountability

Essential Qualifications

• Bachelor's degree in Marketing, Digital Marketing, Business, Computer Science, Data Analytics, or a related discipline.
• Master's degree (MBA or equivalent) preferred.
• Meta Blueprint Certification.
• Google Ads Certification.
• Google Analytics Certification.
• Additional certifications in Tag Manager, Looker Studio, HubSpot, or marketing automation are advantageous.

Essential Experience

• 10+ years of experience in digital marketing and performance advertising.
• At least 5 years in a senior global campaign leadership role.
• Demonstrated experience managing annual advertising budgets exceeding $1.5 million.
• Proven success leading international Meta and Google campaigns across multiple countries.
• Experience within higher education, international student recruitment, EdTech, SaaS, or multinational organisations is highly desirable.
• Strong commercial track record of delivering measurable revenue growth through digital acquisition strategies.

Technical Competencies

• Meta Business Manager
• Facebook & Instagram Advertising
• Google Ads
• Google Analytics 4
• Google Tag Manager
• Looker Studio
• HubSpot CRM
• BigQuery
• SQL (preferred)
• Microsoft Power BI
• Marketing Automation Platforms
• AI Marketing Technologies
• Conversion Rate Optimisation (CRO)
• Attribution Modelling
• A/B Testing & Experimentation
• Data Visualisation & Business Intelligence

Core Competencies

• Strategic Leadership
• Commercial Acumen
• Performance Marketing Excellence
• Data-Driven Decision Making
• Financial & Budget Management
• Innovation & Digital Transformation
• Cross-Cultural Leadership
• Stakeholder Management
• Communication & Executive Presentation
• Team Development & Coaching
• Project & Change Management
• Problem Solving & Critical Thinking
• Customer-Centric Mindset

Key Performance Indicators (KPIs)

The Head of Global Campaigns will be measured against:

• Growth in qualified student enquiries.
• Improvement in Cost Per Lead (CPL).
• Reduction in Customer Acquisition Cost (CAC).
• Increase in Return on Ad Spend (ROAS).
• Revenue and enrolment growth.
• Lead-to-enrolment conversion rates.
• Campaign scalability across international markets.
• Marketing ROI and attribution accuracy.
• Budget efficiency and utilisation.
• Adoption of global campaign governance frameworks.
• Stakeholder satisfaction.
• Team performance and capability development.

Success Profile

Within the year, the successful candidate will

• Built a unified global campaign framework across Meta and Google.
• Improved campaign efficiency while reducing acquisition costs.
• Increased qualified enquiries, applications, and enrolments across all key markets.
• Established robust global governance, reporting, and attribution systems.
• Successfully integrated AI-driven optimisation and automation into campaign management.
• Positioned the organisation as a global leader in digital performance marketing through data-driven, scalable, and commercially successful campaign execution.