Performance Marketing Specialist
at Singapore's leading AI 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.
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.
What you will own
Paid media strategy and execution
- Own strategy, setup, and optimisation across paid channels - Google, Meta, LinkedIn, TikTok, and YouTube - with full accountability for CPL, CAC, ROAS, and conversion performance.
- Manage budgets across channels with the discipline to reallocate spend in real time based on performance, not just at the end of the month.
- Write and iterate ad copy and creative briefs that reflect a genuine understanding of the audience - what they care about, what they are searching for, and what makes them convert.
- Stay ahead of platform changes, algorithm shifts, and emerging formats - bringing recommendations to the team before the impact is felt in the numbers.
Measurement, attribution, and reporting
- Build and maintain the attribution framework that gives the marketing team an accurate, trustworthy picture of where leads and enrolments are actually coming from.
- Produce performance reports with a clear point of view - not just what happened, but what it means and what to do next.
- Own tracking setup and integrity across pixels, UTM frameworks, and analytics platforms, ensuring the data the team relies on is clean and reliable.
- Partner with the Head of Marketing and AMM on marketing KPI dashboards and performance reviews, contributing the paid media lens to a broader commercial picture.
Experimentation and optimisation
- Design and run structured A/B and multivariate tests across campaigns, audiences, and creatives - with a methodology rigorous enough that the results are actually conclusive.
- Continuously identify inefficiencies in the funnel - from impression to click to conversion - and address them with targeted interventions rather than blanket budget increases.
- Work closely with the content and design team to develop creative that performs, not just creative that looks good.
Organic growth and channel expansion
- Contribute to SEO strategy alongside paid activity, understanding the interplay between organic and paid visibility and how to use both in concert.
- Identify and test emerging acquisition channels - including retargeting, affiliate, community, and influencer formats - evaluating each against a clear ROI threshold before scaling.
- Support CRM and email marketing with a performance lens, identifying segments and triggers that improve activation and re-engagement rates.
What we look for
We are looking for someone with deep, hands-on expertise who takes genuine ownership of the channels they manage. At this level, we expect you to know more about performance marketing than anyone else in the room. Beyond that:
- 5 or more years of hands-on performance marketing experience, with a track record of delivering measurable growth through paid channels - not just managing spend.
- Deep platform expertise across Google Ads and Meta Ads at minimum - you understand the mechanics well enough to diagnose underperformance without needing the platform's support team to explain it.
- Strong command of analytics tools - Google Analytics, GA4, and at least one attribution or reporting platform.
- Experience managing significant paid media budgets with full accountability for ROI - you have made calls that cost money and you have been right more often than not.
- A structured, hypothesis-driven approach to experimentation - you test with intention, not instinct alone.
- Strong written communicator - you present performance insights to senior leadership clearly and can defend your recommendations under scrutiny.
- Experience in education, EdTech, SaaS, or other high-volume B2C acquisition environments is a strong 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 SkillsFuture Singapore (SSG) 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, Paya Lebar.