Job Description

Digital Marketing Manager – Middle East & Asia

Location: Bangalore – must work from Bangalore office not remote working

Reports to: Head of Growth Marketing Hub & Innovation – Middle East & Asia (Dubai Based)

Purpose of Role

The Digital Marketing Manager is responsible for operationalising and improving digital Marketing performance across 30+ schools in the Middle East, India and Asia, with particular focus on the journey from paid media to landing pages/websites, organic discoverability (SEO/AEO), through to conversion optimisation. The role translates growth requirements and performance evidence into prioritised digital interventions that improve qualified demand and conversion.

Role in the Operating Model / Scope

• The Digital Marketing Manager provides cross-channel digital operations and optimisation, connecting paid media, website/landing-page experience, SEO/AEO, analytics and conversion performance.
• Whilst the Senior Performance Marketing Manager remains accountable for paid acquisition strategy, media budgets and channel results; this role provides capable hands-on campaign operations, optimisation and continuity cover when required.
• Works within Group-owned platforms, architecture and governance, this role retains performance diagnosis, requirements, prioritisation, quality assurance and commercial integration of our digital marketing strategy.
• Directs specialist agencies and works through Marketing Managers, school teams, Data & Analytics, CRM and Group partners; does not operate as a school-by-school service desk, but must be able to execute across all main digital touchpoints when required.

Key Responsibilities

1.      Integrated Digital Performance — Diagnose paid-to-website-to-enquiry performance and prioritise improvements across schools and markets.

2.     Paid Media Operations & Continuity — Provide hands-on cover for campaign setup, pacing, optimisation, troubleshooting and reporting across key paid platforms, within approved budgets and strategy.

3.     Landing Pages & Conversion — Improve landing pages, forms, calls to action and user journeys through testing and evidence-led optimisation.

4.     SEO/AEO & Organic Growth — Translate organic-search and AI-discovery opportunities into actionable briefs, partner delivery and measurable improvements.

5.     Website & Digital Delivery — Coordinate priority website and digital-experience changes, ensuring requirements, approvals, quality assurance and timely delivery.

6.     Measurement & Tracking Assurance — Validate analytics, pixels/tags, conversion events, consent dependencies and lead hand-offs to CRM with Data, CRM and Technology owners. Manages Cookie consent and website compliance.

7.     Agency & Partner Performance — Brief, challenge and manage specialist agencies and suppliers against agreed outcomes, service levels and non-media budgets.

8.     Portfolio Prioritisation & Stakeholder Alignment — Maintain one evidence-led improvement backlog, align Marketing Managers and Group teams, and resolve or escalate delivery constraints.

9.     Digital Standards & Capability — Embed repeatable playbooks, testing disciplines, knowledge transfer and practical improvements across markets.

Functional Capabilities Required

1.       Paid Media Operations — Working proficiency in Google Ads and Meta Ads Manager, campaign QA, optimisation, pacing and troubleshooting.

2.      Digital Funnel & Conversion — Strong landing-page, user-journey, CRO and experimentation skills.

3.      SEO/AEO & Discoverability — Knowledge of technical/on-page/local SEO, content optimisation and emerging AI-assisted discovery.

4.      Analytics & Tracking — Strong GA4, GTM, ad-platform measurement, conversion tracking and attribution literacy.

5.      Website & CMS Operations — Ability to manage multi-site requirements, content workflows, testing and technical delivery dependencies.

6.      Cross-Channel Performance Diagnosis — Ability to connect paid, organic, website and CRM signals to commercial priorities.

7.      Agency & Delivery Management — Effective briefing, supplier challenge, prioritisation, service management and budget control.

Soft Skills Required

1.       Commercial Judgement — Focuses on qualified demand, conversion and enrolment outcomes.

2.       Analytical Problem-Solving — Finds root causes and converts evidence into action.

3.       Prioritisation & Ownership — Makes trade-offs and follows critical issues through to resolution.

4.      Stakeholder Influence — Aligns schools, Growth, Group teams and partners with clarity.

5.       Adaptability & Learning — Operates confidently across changing ownership models, channels and tools.

Qualifications & Experience

Essential

1.       Approximately 5+ years in digital or performance marketing with demonstrable commercial results.

2.      Hands-on Google Ads and Meta campaign management, including optimisation and troubleshooting.

3.      Experience improving landing-page, website or funnel conversion performance.

4.      Practical SEO experience and awareness of AI-driven search/discovery developments.

5.      Strong experience with GA4, GTM, pixels, conversion events and campaign measurement.

6.      Experience with CMS workflows and digital delivery in a multi-site or multi-brand environment.

7.      Experience managing digital agencies, suppliers and cross-functional delivery.

8.      Ability to collaborate across CRM, creative, data and commercial teams; familiarity with lead-to-CRM flows.

9.      Relevant degree or equivalent experience; platform certifications desirable, with proven outcomes prioritised.

Advantageous / Preferred

• Experience across multiple brands, sites, locations or markets, balancing common standards with local requirements; considered-purchase or multi-site sectors are advantageous.

• Relevant degree and/or Google Analytics, SEO, CRO or digital-platform certifications; demonstrated capability and results are more important than formal credentials.

Core KPIs / Success Measures

1.       Qualified Digital Demand — Improvement in qualified enquiries from digital channels against agreed baselines.

2.      Digital Conversion Rate — Improvement in priority landing-page and website enquiry conversion.

3.      Organic Discoverability — Growth in relevant non-brand visibility and qualified organic demand where within remit.

4.      Priority Optimisation Impact — Measured results from completed high-priority tests and digital interventions.

5.      Operational Reliability & Paid Cover — On-time priority delivery, tracking quality and continuity of paid campaigns during cover periods.

This person will be asked to travel to Middle East, Malaysia, Vietnam, Thailand from time to time, therefore they must be willing to travel.

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.