The ALU Team works in starkly different ways to traditional academic bureaucracies. We approach education from first principles, empower individuals to design, test, and implement creative new ideas, and work closely together to craft transformative learning experiences. We are deeply passionate about our students and excited by the challenge of building something entirely new. The African Leadership University is committed to ensuring the safety and Well-being of all students under our care. As part of this commitment , we have a comprehensive safeguarding policy in place , which outlines our Zero-tolerance approach to any violation of safeguarding.
RESPONSIBILITIES
Brand Awareness & Storytelling
Lead the development and execution of brand awareness campaigns that communicate a unified ALU story across all entities, stakeholders and programmes. - Partner with the content and creative teams to produce campaigns that reflect ALU’s mission, value proposition, and student impact. - Develop always-on brand presence strategies across digital and social channels to build recognition and affinity among prospective students, partners, and stakeholders. - Translate institutional messaging into compelling, audience-specific campaign narratives. - Ensure all campaigns, paid or organic, present a coherent and differentiated ALU brand voice. ####
Integrated Campaign Planning & Execution
Lead the planning, execution, and optimisation of integrated marketing campaigns, spanning brand, performance, and email tied to organisational objectives and intake calendars. - Collaborate with Marketing Operations, Content, and Events teams to develop demand-generation and awareness campaigns with clear goals, audiences, and KPIs. - Gather assets, insights, and content from internal stakeholders to inform campaign development. - Conduct audience research and message testing to continuously refine campaign positioning and relevance. - Build scalable campaign frameworks and reusable playbooks that serve both acquisition and brand objectives. #### Email Marketing
Own and manage the end-to-end email marketing function, including lifecycle campaigns, nurture flows, newsletters, and re-engagement programmes. - Design and execute segmented email campaigns that guide prospective students through the admissions funnel, from awareness to application to enrolment. - Maintain and grow a healthy, segmented email database, ensuring compliance with data governance and privacy standards. - Monitor email performance metrics including open rates, click-through rates, conversion rates, deliverability, and list health. - A/B test subject lines, content, send times, and audience segments to continuously improve email effectiveness. - Partner with the content team to develop compelling, brand-consistent email copy and design assets. #### Paid Media & Performance Marketing
Manage paid media channels (search, social, display, video) with a focus on efficiency, audience targeting, and measurable outcomes. - Adopt a test-and-learn approach to paid channel optimisation, proactively reporting on and improving performance. - Manage campaign budgets to ensure spend is allocated efficiently across brand and conversion objectives. - Own campaign attribution models and ensure accurate tracking across the full funnel. - Create and maintain paid campaign playbooks that reflect best practices and institutional learnings. #### Reporting & Insights
Provide regular, actionable reports on campaign performance across brand, email, and paid media channels. - Track and communicate performance against agreed KPIs to internal stakeholders and leadership. - Use data to surface insights that inform future campaign strategy, creative direction, and channel investment. - Ensure all marketing activity meets brand, compliance, and data governance guidelines. - Stay current on marketing trends, platform updates, and best practices, bringing proactive recommendations to the team. ### Qualifications & Experience
Education
Bachelor’s degree in Marketing, Communications, Business, or a related field is required. #### Experience
Minimum 4 to 6 years of progressive experience in digital or integrated marketing, with a strong track record across both performance and brand campaigns. - Demonstrable experience managing end-to-end email marketing programmes, including marketing automation platforms (e.g. HubSpot, Mailchimp, Salesforce Marketing Cloud, or equivalent). - Hands-on experience running paid media campaigns across Google, Meta, LinkedIn, and other relevant platforms. - Experience in higher education, EdTech, or mission-driven organisations is desirable but not required. - Prior experience working in a cross-functional environment, collaborating with creative, content, data, and admissions teams. #### Skills & Competencies
Strong understanding of brand marketing principles and the ability to balance awareness and acquisition objectives. - Analytical mindset with proficiency in campaign reporting tools (Google Analytics, Meta Ads Manager, CRM dashboards, etc.). - Excellent written communication skills, with an eye for brand-consistent, audience-appropriate messaging. - Comfortable working with marketing automation and CRM tools for email segmentation and lifecycle management. - Strong project management skills with the ability to manage multiple campaigns simultaneously. - Collaborative, curious, and proactive with the ability to work autonomously and influence without authority. ### Success Metrics
Performance in this role will be measured against a balanced set of brand and acquisition indicators:
Brand & Awareness
Reach and engagement across brand awareness campaigns
Brand sentiment and recognition (tracked through surveys or social listening)
Content engagement rates across paid and organic channels
Email Marketing
Email open rates, click-through rates, and conversion rates
Email-to-application conversion rate
List health, deliverability, and database growth
Nurture flow effectiveness and drop-off rates
Paid Media & Acquisition
Marketing Qualified Lead (MQL) growth
Application and enrolment contribution from paid channels
Cost per Lead (CPL) and Cost per Acquisition (CAC)
Funnel conversion rates by channel and programme
Campaign attribution accuracy and paid media contribution to pipeline
