Perfomance Marketing Manager - Wellington College International Lagos

As an employer of choice, Wellington College International Lagos is committed to making professional learning and personal development central to its ethos and approach. Wellington College International Lagos fully recognises its responsibilities for safeguarding children. Our safeguarding policy applies to all staff, governors and volunteers working in the school. 

ROLE OBJECTIVES 

The Performance Marketing Manager owns all digital acquisition and conversion channels, including the pre‑opening website, SEO/SEM, paid campaigns, tracking, analytics, CRM setup, and lead nurturing. This role is central to building and managing the admissions pipeline. 

KEY RESPONSIBILITIES  

Website & SEO Management 

• Own the school website (structure, updates, UX hygiene, and content improvements). 

• Build highconverting landing pages for campaigns and open days and optimise for conversions. 

• Maintain SEO best practice, including metadata, technical checks, load speed, and indexing.

• Partner with Communications for visuals and messaging alignment. 

CRM Ownership & Automation Journeys 

• Implement and maintain the CRM system including form setup, automated workflows, and tagging. 

• Develop nurturing journeys across the parent funnel: inquiry → open day → application. 

• Maintain data quality, reporting dashboards, and pipeline visibility dashboards.

• Ensure data integrity, compliance, and seamless lead routing to the Admissions team. 

Paid Media Strategy & Analytics 

• Plan, execute, and optimise paid media campaign across Meta/Google, YouTube, WhatsApp, TikTok 

• Manage campaign budgets, pacing, and performance metrics (CPL, MQL rate, ROAS). 

• Monitor campaign performance daily and implement strategic adjustments. 

• Analyse funnel performance and recommend optimisation actions. 

• Collaborate with Designer for creative assets and with Communications for messaging. 

Data, Tracking & Analytics 

• Lead all digital tracking (UTMs, Google Tag Manager, pixels, custom events). 

• Build realtime dashboards for leadership and Admissions. 

• Analyse fullfunnel performance and recommend data-driven improvements. 

• Produce weekly insights reports and termly strategic analysis. 

Innovation & Digital Advancement 

• Evaluate and pilot emerging tools (e.g., AI/automation, new ad formats, personalisation) that improve performance or efficiency.

• Introduce and scale proven innovations across CRM, website, and journeys to enhance the parent experience.

• Benchmark and recommend bestinclass practices from leading schools/brands to drive continuous improvement. 

The successful candidate will also have to pass our safeguarding standards. 

Requirements

EXPERIENCE AND SKILLS 

• 5–7+ years in digital marketing, paid media, growth marketing, or CRM management. 

• Hands-on analytics experience (dashboards, attribution, and performance optimisation. 

• Experience with marketing automation and CMS/CRM systems. 

• Demonstrate ability to test and adopt practical innovations within budget. 

• Highly analytical, detail‑oriented, and solutions‑driven. 

• Clear communicator; collaborative and proactive. 

• Able to manage multiple priorities in a fastpaced school environment.