Head of Marketing Effectiveness

Global University Systems

. Establish and lead a centralised attribution and measurement capability across multiple global institutions .

Posted 10/19/2026full-timeLondon • United KingdomLeadWebsite

Core Competencies

Role fit

Core Competencies

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Demonstrates expertise in establishing and leading attribution and measurement capabilities, with a strong focus on multi-touch attribution frameworks and data integrity. Proven ability to translate complex measurement concepts into actionable insights for executive stakeholders.

Highest-signal resume keywords

Multi-Touch Attribution FrameworksGoogle AdsGA4Salesforce CRM IntegrationsData Integrity

ATS Keywords

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Applicant Tracking System Keywords

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Hard Skills

Attribution ModelsDeterministic AttributionSignal RecoveryOffline Conversion TrackingCross-Domain TrackingServer-Side TaggingKPI Framework DevelopmentGovernance FrameworksCampaign LinkageCall Attribution

Soft Skills

Stakeholder ManagementExecutive CommunicationCollaboration

Tools & Technologies

Meta AdsGTMData Analytics Tools

Industry Keywords

Marketing MeasurementDigital EnvironmentLong Sales-CycleB2BFinancial Services

About the role

Key responsibilities & impact

Establish and lead a centralised attribution and measurement capability across multiple global institutions
Own operational delivery of the global attribution roadmap: Signal Recovery, Signal Resilience, and Decision Augmentation
Improve deterministic attribution coverage from approximately 60–70% toward at least 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, including First Touch baseline and 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 on 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
Deliver roadmap milestones and improve signal recovery, campaign linkage, call attribution, cross-domain persistence, offline conversion matching, executive confidence, and time-to-insight

Requirements

What you’ll need

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 such as 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

Benefits

Comp & perks

20 Days Annual Leave Plus 1 day per year capped at 25 days
Contributory Pension Scheme: 5% personal contribution and 3% company contribution
Season Ticket Loan
Eye Care Vouchers
Training & Development Opportunities, including FutureLearn short courses and Group-wide professional development programmes
Staff Discount Scheme via My Rewards Hub
Employee Assistance Programme
Refer a Friend Scheme for Staff Members
Tuition Support, including discounts and sponsorship opportunities at select GUS institutions