SyndicatedFractional Head of MarketingCity of London, England, United Kingdom
Full-time Head of Marketing, Global University Systems (GUS)
FULL-TIME CMO JOB · HIGHER EDUCATION SECTOR · CITY OF LONDON, ENGLAND, UNITED KINGDOM
Global University Systems seeks an experienced Head of Marketing Measurement & Attribution to build a centralised attribution capability across 30+ institutions. This is a full-time, on-site leadership role focused on data governance, multi-touch attribution models, and commercial decision-enablement—not day-to-day performance marketing. Specialist remit, but structurally permanent and embedded in a large org.
Full-time Head of Marketing — the balanced verdict
Why this role stands out
- Clear, ambitious measurement roadmap (Signal Recovery → Resilience → Augmentation) with defined success metrics
- Long sales-cycle context (education) makes attribution complexity real and valuable
- Cross-functional stakeholder scope — data, tech, product, sales, CRM—genuine influence on strategy
- Hands-on technical depth valued alongside executive communication (confidence bands, risk translation)
Worth checking before you apply
- Full-time, on-site expectation in City of London—fractional fit unlikely unless role evolves
- Attribution and measurement are infrastructure roles; day-to-day can be operational and process-heavy despite the strategic framing
- Success metrics are almost entirely operational delivery; limited scope for revenue ownership or P&L
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Full-time Head of Marketing — the posting in full
~/original-posting · verbatimsource: fantastic-jobs
What the posting asks · quoted from the listing
- Years
8+ years experience in marketing analytics, attribution, or measurement within a multi-channel digital environment.
- Must-have
Strong experience in multi-touch attribution, offline conversion tracking, and marketing measurement frameworks.
- Must-have
Deep understanding of Google Ads, Meta, GA4, GTM, Salesforce, and CRM integration.
- Must-have
Experience working in long sales-cycle environments.
- Must-have
Ability to quantify commercial risk and communicate to executive stakeholders.
- Must-have
Strong cross-functional leadership and stakeholder management skills.
- Must-have
Experience designing governance frameworks and measurement operating models.
- Must-have
Performance KPIs & Success Metrics
- Must-have
Increase deterministic attribution coverage from ~60–70% baseline to ≥80% where technically feasible.
- Must-have
Improve Paid Signal Recovery Rate (Month-on-Month improvement in GCLID, call tracking and offline match rates).
- Must-have
Applications with Campaign Linkage % (target progressive improvement per quarter).
- Must-have
Campaign-linked Call Attribution % (dynamic call tracking live across priority brands).
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.
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The roleWhat it asksA certificationYears askedSkills the listing names
- 8+ years experience in marketing analytics, attribution, or measurement within a multi-channel digital environment.
- 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).
- Marketing measurement
- Attribution modeling
- Google Ads
- Meta Ads
- GA4
- GTM
- Salesforce
- Data integrity
- Governance frameworks
- Stakeholder management
- Offline conversion tracking
- Cross-domain tracking
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