1. Annual Digital Marketing Strategy 
Assist in the development and execution of INCEIF’s annual digital marketing strategy, ensuring alignment with 
organizational goals, enrolment priorities and agreed performance targets. 
 
2. Market and Audience Analysis 
Conduct programme, intake, market and customer journey analyses to support campaign planning and 
management decision-making.

3. Campaign Planning and Targeting 
Plan and execute intake, student enrolment and institutional digital marketing campaigns according to agreed 
semester plans, priorities and timelines. 
 
4. Stakeholder and Partner Coordination 
Coordinate digital campaign requirements, landing pages, tracking, lead processes and reporting with relevant 
internal teams and external partners. 
 
5. Digital Advertising Budget Management 
Manage and monitor digital advertising budgets to ensure effective allocation and achievement of agreed 
campaign performance targets. 
 
6. Tracking Setup and Data Validation 
Set up, maintain and validate tracking across advertising platforms, analytics tools such as Google Analytics, 
chatbot systems and CRM platforms such as Salesforce to ensure accurate lead capture and identify tracking 
issues or drop-offs. 
 
7. Paid Campaign Execution and Optimization 
Implement, manage and optimize paid advertising campaigns across Google Ads, Meta Ads, TikTok Ads and 
LinkedIn Ads to generate impressions, website traffic, landing-page visits, enquiries and qualified leads. 
 
8. Website Performance and Improvement 
Monitor website and landing-page conversion performance, including sessions, engagement, form starts and 
form submissions, to identify opportunities for improvement. 
 
9. SEO Performance Monitoring and Reporting 
Monitor organic search performance using GA4, Google Search Console and Semrush, and optimize selected 
INCEIF landing pages hosted on vendor platforms. 
 
10. Funnel and Enrolment Analysis 
Analyze lead performance across the digital funnel, from campaign response and CRM capture through 
application, offer and enrolment stages. 
 
11. Reporting and Management Insights 
Prepare quarterly and ad hoc digital performance reports for management, covering campaign performance, 
website traffic, leads, applications, enrolment outcomes and actionable recommendations. 

• Hands-on experience managing paid campaigns across Google Ads, Meta Ads, TikTok Ads & LinkedIn Ads. 
• Proficiency in GA4, Google Search Console, Google Tag Manager, Semrush and platform analytics. 
• Experience setting up conversion tracking, campaign events, advertising pixels and UTM parameters. 
• Strong ability to analyze campaign, website, landing-page and enrolment performance. 
• Experience managing advertising budgets and allocating spend based on priorities and results. 
• Knowledge of website performance, user journeys, form conversion and conversion optimization. 
• Working knowledge of SEO monitoring, keyword rankings and landing-page optimization. 
• Strong project management, organizational and stakeholder coordination skills. 
• Basic ability to edit, adapt and resize approved visual materials. 
• Ability to support social media publishing and digital enquiry handover. 
• Strong attention to detail, accuracy and ability to meet deadlines. 
• Up-to-date knowledge of digital advertising, analytics and marketing technologies. 
• Optional: Experience using CRM platforms such as Salesforce for lead capture and funnel analysis. 
• Optional: Ability to prepare dashboards and management reports using Excel, Looker Studio or Power BI.