Head Of Marketing Effectiveness

About Global University Systems (GUS)

Global University Systems is an international education group that empowers students to transform their lives through education. We believe education drives careers, lives, and society forward, enabling a brighter future for all. Our network of 30 institutions offers the broadest range of industry-relevant skills through inclusive, accessible, and digital-first learning. We currently educate around 122,000 students on campuses worldwide and have 20M+ unique subscribers to our courses. Our global ecosystem powers accessible digital learning and academic achievement.

Summary of role:

The Head of Marketing Measurement & Attribution will establish and lead a centralised attribution and measurement capability that enables confident, evidence-based marketing investment decisions across multiple global institutions.

This role is responsible for improving signal quality, reducing capital allocation risk, and delivering decision-grade attribution across long sales cycles, multi-touch journeys, and complex cross-domain environments.

The role sits within Digital Operations and focuses on infrastructure, governance, and commercial decision enablement, not performance marketing execution

Key Responsibilities

• Own operational delivery of the global attribution roadmap (Signal Recovery, Signal Resilience, Decision Augmentation).

• Improve deterministic attribution coverage from current baseline (~60–70%) toward ≥80% where technically feasible.

• Lead implementation of GCLID recovery, call tracking, cross-domain persistence, and offline conversion matching.

• Establish governance for UTMs, GTM, GA4, Salesforce tracking, and data integrity.

• Define and maintain attribution models (First Touch baseline + deterministic and directional multi-touch views).

• Translate attribution gaps into quantified commercial risk and decision impact.

• Partner with Performance, CRM, Data, Tech, and Product teams to ensure consistent tracking architecture.

• Provide executive-ready insights with explicit confidence bands and documented assumptions.

• Develop and maintain attribution KPI framework and integrity metrics.

• Build documentation, automation, and redundancy to reduce reliance on manual processes.

Skills & Experience

• Strong experience in multi-touch attribution, offline conversion tracking, and marketing measurement frameworks.

• Deep understanding of Google Ads, Meta, GA4, GTM, Salesforce, and CRM integration.

• Experience working in long sales-cycle environments.

• Ability to quantify commercial risk and communicate to executive stakeholders.

• Strong cross-functional leadership and stakeholder management skills.

• Experience designing governance frameworks and measurement operating models.

Performance KPIs & Success Metrics

• Increase deterministic attribution coverage from ~60–70% baseline to ≥80% where technically feasible.

• Improve Paid Signal Recovery Rate (Month-on-Month improvement in GCLID, call tracking and offline match rates).

• Applications with Campaign Linkage % (target progressive improvement per quarter).

• Campaign-linked Call Attribution % (dynamic call tracking live across priority brands).

• Cross-Domain Persistence Rate (www → OAP tracking stability).

• Offline Conversion Upload Match Rate (Google & Meta).

• Reduction in ‘Other’ / Unattributed Lead Source % (monthly audit & correction process).

• Executive Confidence Index – documented confidence bands on Paid vs Organic contribution.

• Time-to-Insight Cycle – reduce lag between campaign launch and decision-ready performance signal.

• Successful delivery of Tier 1 (Signal Recovery), Tier 2 (Signal Resilience), and Tier 3 (Decision Augmentation) roadmap milestones.

Required Qualifications & Experience

• Bachelor’s degree in Marketing, Business, Data Analytics, Computer Science or equivalent practical experience in marketing measurement and attribution leadership.

• 8+ years experience in marketing analytics, attribution, or measurement within a multi-channel digital environment.

• Proven experience designing and implementing multi-touch attribution frameworks.

• Hands-on experience with Google Ads, Meta Ads, GA4, GTM, and Salesforce CRM integrations.

• Strong understanding of offline conversion tracking, cross-domain tracking, and server-side tagging.

• Experience working in long sales-cycle environments (education, B2B, financial services, or similar).

• Demonstrated ability to translate complex technical measurement concepts into executive-level insights.

• Experience building governance frameworks for UTMs, tracking standards, and data integrity.

• Strong stakeholder management experience across Marketing, Sales, Product, Data, and Technology teams.

• Experience managing agencies or external technical partners.

Other Information

Global University Systems equal opportunity employer. We provide equal opportunities and are
committed to the principle of equality regardless of race, ancestry, place of origin, colour, ethnic
origin, citizenship, creed, sex, sexual orientation, gender identity, gender expression, age, record of
offences, marital status, family status or disability.
The post holder may be asked to undertake different or additional duties in line with business
requirements at the request of their line manager. There is an expectation that all employees will
maintain the values of the Group and will comply with the code of conduct as well as equality and
diversity, health and safety and safeguarding policies.