Senior Performance Marketing Specialist

Senior Performance Marketing Specialist

at Singapore's leading AI and technology training provider

Full-time | Singapore | Marketing | Remote

The Opportunity

AI upskilling is one of the fastest-growing segments in Singapore's education market, and paid acquisition is one of the primary engines driving enrolments at Vertical Institute. We are looking for a Senior Performance Marketing Specialist who owns that engine - not someone who executes briefs handed down from above, but someone who brings their own point of view on where to spend, how to test, and what the numbers are actually saying. At Vertical Institute, performance marketing is direct response - every dollar spent is expected to generate a measurable return, and you will be held to that standard.

You will own paid media strategy and execution across our key channels, build the measurement infrastructure that gives the marketing team real visibility into what is working, and operate with the autonomy that comes with genuine expertise. This is a Senior Specialist role - you are the person the team defers to on performance marketing, and you are accountable for the outcomes.

We are not looking for someone who manages campaigns by following a playbook. We are looking for someone who wrote theirs. If you have driven meaningful, measurable growth through paid channels in a fast-moving environment - and can show the numbers to prove it - we want to talk.

Role Overview

We are looking for a direct response-focused Senior Performance Marketing professional to own the end-to-end execution of our paid media campaigns. This is not a brand awareness role - every campaign you run is built to generate leads, drive enrolments, and produce a measurable return on spend. The ideal candidate has strong expertise in Meta Ads, with hands-on experience across Google Ads and TikTok Ads, and can independently research, develop campaign strategies, execute campaigns, analyse performance, and recommend actionable optimisations that drive measurable business growth.

Key Responsibilities

• Develop and execute performance marketing strategies aligned with business and revenue goals.
• Apply direct response principles to every campaign - compelling offers, clear calls to action, disciplined funnel tracking, and continuous optimisation toward cost-per-lead and cost-per-acquisition targets.
• Plan, launch, manage, and optimise paid advertising campaigns across Meta Ads, Google Ads, and TikTok Ads.
• Conduct audience, competitor, and market research to identify new growth opportunities.
• Monitor campaign performance daily and proactively recommend action plans based on key performance metrics (CPL, CPA, ROAS, CTR, CVR).
• Perform A/B testing on creatives, copy, landing pages, audiences, and bidding strategies to continuously improve campaign performance.
• Manage campaign budgets and maximise return on ad spend.
• Collaborate closely with the creative, content, sales, and product teams to improve lead quality and conversion rates.
• Prepare regular performance reports with clear insights, recommendations, and next steps for stakeholders.
• Stay ahead of platform updates, industry trends, and best practices in digital advertising.

Requirements

• Minimum 3 years of hands-on experience in performance marketing or paid media buying.
• Proven expertise in Meta Ads (Facebook and Instagram Ads) is required.
• Experience managing Google Ads (Search, Display, Performance Max, or YouTube) is required.
• Experience with TikTok Ads is highly preferred.
• Strong understanding of conversion tracking, attribution, Meta Pixel, Google Tag Manager, and GA4.
• Demonstrated ability to independently conduct research, develop strategies, execute campaigns, and optimise performance without close supervision.
• Strong analytical mindset with the ability to interpret data and translate insights into actionable recommendations.
• Experience managing substantial advertising budgets and improving campaign efficiency.
• A direct response mindset - you think in conversions, not impressions, and you build campaigns around offers and outcomes rather than awareness and reach.
• Excellent communication and presentation skills.
• Proactive, results-driven, and comfortable working in a fast-paced growth environment.
• Preferred Qualifications
• Familiarity with CRM and marketing automation platforms is a plus.
• Knowledge of landing page optimisation and conversion rate optimisation (CRO) is highly desirable.
• Experience scaling campaigns from lead generation to revenue growth is an advantage.

Why this Role

Full Channel Ownership

You own paid media end-to-end - strategy, execution, measurement, and optimisation. No account managers between you and the work.

Real Budget, Real Accountability

You manage a meaningful paid media budget with the autonomy to allocate it based on your own analysis. The results are yours to own.

Market Tailwind

AI upskilling is genuinely in demand. You are not trying to generate interest in a product nobody wants - the market is pulling and your job is to capture it efficiently.

Senior Team Around You

You work alongside a Head of Marketing and AMM who understand performance marketing. You will be challenged, not just given tasks.

About Vertical Institute

Vertical Institute is Singapore's leading AI and technology training provider. We are a Skills and Workforce Development Agency (SWDA) Registered Training Provider and IBF-accredited institution. Over 50,000 professionals have trained with us across individual programmes and enterprise engagements, including partnerships with government agencies, MNCs, and financial institutions. We are headquartered at the Lifelong Learning Institute.