Senior Marketing Executive (Performance Marketing & Growth)

Our Mission and the Work We Do

At The School of Positive Psychology (TSPP), we are not simply delivering education—we are shaping how individuals understand themselves, relate to others, and navigate an increasingly complex and uncertain world.

We believe that well-being is not a peripheral concept or a lifestyle add-on. It is a core human capability—one that directly influences decision-making, leadership, relationships, resilience, and long-term performance.

Our work sits at the intersection of: 

• Positive psychology and psychotherapy

• Organisational behaviour and leadership development

• Inner development and real-world application

We bring together science, practice, and lived human experience to create programmes that do not merely inform, but transform how individuals think, feel, and act.

At TSPP, education is not transactional.

It is a developmental journey, where individuals:

• Re-examine inherited patterns and assumptions

• Build psychological depth and emotional capacity

• Step into roles as practitioners, leaders, and contributors to society

This is the context in which this role exists.

About the Role

We are seeking a commercially driven Senior Marketing Executive (Performance Marketing & Growth) to lead and scale our acquisition engine in a way that is both data-driven and human-centred.

Growth, within TSPP, is not about chasing volume or optimising vanity metrics.

It is about reaching the right individuals at the right moment, when they are ready to question, reflect, and take action towards meaningful change.

This requires more than technical execution.

It requires the ability to understand:

• What drives human attention and decision-making

• How to translate complex ideas into compelling narratives

• How to align marketing efforts with real commercial outcomes

In this role, you will be responsible for building and optimising the system that converts:

• Awareness into interest

• Interest into engagement

• Engagement into enrolment

At a deeper level, your work enables individuals to:

• Step out of stagnation or misalignment

• Explore new directions in their personal and professional lives

• Develop the capacity to support others as practitioners and leaders

You are not simply generating leads.

You are creating entry points into transformation, while ensuring that this process is commercially sustainable and scalable.

Key Responsibilities

1. Performance Marketing & Lead Generation (50%)

• Plan, execute, and optimise paid campaigns across:

• Meta (Facebook / Instagram)

• Google Ads (Search, Display, YouTube)

• LinkedIn Ads (B2B / corporate programmes)

• Manage advertising budgets to achieve target CPL and CPA

Drive high-quality leads for:

• Postgraduate & Graduate Diploma programmes

• Workshops, talks, and events

• Corporate training and partnerships

2. Funnel Ownership & Conversion Optimisation (20%)

Own the full marketing funnel:

Ad → Landing Page → Lead → Sales Conversion

Analyse and improve:

• Landing page performance

• Lead quality and intent

• Conversion rates (in collaboration with sales team)

• Conduct A/B testing on creatives, messaging, and offers

3. Data Analytics & Performance Reporting (15%)

Track and analyse key performance metrics:

• CTR, CPL, CPA, Conversion Rate, ROAS

• Build weekly dashboards and reports for leadership

• Identify bottlenecks and propose optimisation strategies

• Ensure proper tracking and attribution (GA4, Meta Pixel, GTM)

4. Campaign Strategy & Growth Initiatives (10%)

Identify and test new acquisition channels:

• TikTok, YouTube, emerging platforms

• Support new programme launches and expansion initiatives

• Align campaigns with revenue targets and business priorities

5. Agency & Vendor Management (5%)

• Work with external agencies where applicable

• Ensure accountability on performance KPIs

• Evaluate and optimise agency strategies and outputs

Advantage Skills (High-Leverage Capabilities)

Candidates who possess the following capabilities will have a strong advantage, particularly in a lean, high-growth environment where speed, adaptability, and cross-functional execution are critical:

1. Video Shooting & Content Creation

• Ability to conceptualise, shoot, and edit short-form video content (e.g. Reels, TikTok, YouTube Shorts)

Comfortable capturing:

• Speaker insights and thought leadership content

• Course previews and programme narratives

• Testimonials and transformation stories

• Event highlights and behind-the-scenes moments

• Understands how to create performance-driven creatives that directly impact CTR and conversion rates

2. Event Marketing & Activation

Experience in marketing and supporting:

• Talks, workshops, masterclasses, and open houses

Ability to:

• Drive registrations through paid and organic channels

• Improve show-up and engagement rates

• Capture, repurpose, and extend event content into ongoing campaigns

3. Graphic Design (Execution-Level)

• Basic to intermediate design skills using tools such as Canva or Adobe Suite

Ability to produce:

• Ad creatives

• Social media assets

• Landing page visuals

• Able to execute quickly, enabling faster testing cycles and reduced dependency on external designers

4. Copywriting for Conversion

Ability to craft:

• High-converting ad copy

• Landing page headlines and messaging

• Campaign hooks that resonate with target audiences

• Understands how messaging influences user behaviour and conversion outcomes