Head of Demand Generation – Private Higher Education
Company: UniUpp
Location: Remote
Employment Type: Full-time
Salary: Competitive and commensurate with senior-level experience in higher education performance marketing
About UniUpp
UniUpp is one of the UK’s fastest-growing higher education recruitment organisations. We specialise in domestic student acquisition, helping thousands of learners across the United Kingdom enrol into flexible, career-focused university degree programmes through partnerships with multiple accredited higher education institutions.
Our mission is to make higher education more accessible, practical, and transformative. UniUpp operates as a performance-led organisation, where marketing drives growth through data, experimentation, and continuous optimisation. We invest heavily in digital acquisition and marketing automation, empowering our marketing leadership to scale high-performing, insight-driven campaigns based on measurable outcomes.
As we continue to expand our national partnerships, we are building a world-class digital performance function — and we are now seeking an experienced Head of Demand Generation to lead that vision.
About the Role
This is a strategic leadership position responsible for driving UniUpp’s next phase of growth in the UK higher education market. As Head of Demand Generation, you will have full ownership of UniUpp’s digital acquisition ecosystem — spanning Paid Media, Web, and Performance Content — to deliver sustainable student recruitment growth for our network of private higher education partners.
You will design, lead, and scale a multi-channel demand generation strategy that attracts, nurtures, and converts UK domestic learners into higher education enrolments. This includes managing over £500,000 in annual paid media investment, overseeing web performance and conversion rate optimisation, and aligning creative content with enrolment objectives.
The ideal candidate is a seasoned strategist who combines hands-on Google Ads expertise with leadership experience in private higher education. You will work closely with the Co-Founder and senior leadership team, influencing marketing direction, growth priorities, and institutional partnerships.
This role requires someone who has already delivered significant, measurable growth for private universities, independent colleges, or validated higher education providers in the UK — and who can now replicate that success at scale.
Key Responsibilities
* Own and lead UniUpp’s end-to-end demand generation strategy for UK student recruitment, with full accountability for lead volume, quality, and conversion performance.
* Plan, execute, and optimise Google Ads campaigns across Search, Display, and YouTube, maximising lead generation efficiency and ROI.
* Manage and optimise an annual paid media investment exceeding £500,000, ensuring measurable performance and cost efficiency.
* Design and execute multi-stage demand generation initiatives, integrating Paid Media, Web, and Content to drive student acquisition across awareness, consideration, and conversion stages.
* Oversee web performance, CRO, and SEO to enhance user experience and improve conversion rates.
* Collaborate with internal teams and external agencies to deliver aligned, performance-driven marketing campaigns.
* Conduct advanced data analysis, attribution modelling, and performance reporting to inform decision-making and identify growth opportunities.
* Monitor competitor activity, market trends, and student behaviour to maintain UniUpp’s leadership position in private higher education recruitment.
* Present performance insights, forecasts, and strategic recommendations directly to senior leadership.
Essential Requirements
* Minimum of 5 years’ experience in digital marketing, and must have experience working within the private higher education sector.
* Proven success scaling student acquisition or enrolment growth campaigns for UK-based private higher education providers.
* Demonstrated ability to manage six-figure paid media budgets (minimum £500,000 annually) with strong ROI accountability.
* Deep expertise in Google Ads (Search, Display, and YouTube), including optimisation, attribution, and lead conversion.
* Strong technical command of Google Analytics, Data Studio, and performance reporting tools.
* Advanced understanding of CRO, SEO, and full-funnel marketing performance.
* Experience leading internal teams and external agencies across Paid Media, Web, and Content.
* Excellent analytical, strategic, and leadership skills with a proven ability to influence decision-making at senior level.
* Demonstrated experience aligning marketing performance with student enrolment and institutional growth objectives.
Highly Preferred Certifications
Holding all three of the following Google certifications is highly preferred and will be considered a strong advantage:
* Google Ads Display Certification
* Google Ads Search Certification
* Google Analytics Individual Qualification (GAIQ)
Candidates in the process of renewing these certifications may still be considered, provided evidence of recent completion or renewal is available.
Desirable Experience
* Experience leading marketing or demand generation for private or alternative higher education institutions in the UK.
* Proven success improving Cost-Per-Enrolment (CPE) and lead-to-application conversion rates through data-driven optimisation.
* Experience implementing marketing automation, CRM-based funnels, and performance content strategies.
What Success Looks Like
Your success will be measured by your ability to scale and optimise UniUpp’s student acquisition performance across Paid Media, Web, and Content.
Within your first 12–18 months, success will include:
* Lead Growth: Significant year-on-year increase in qualified UK student leads and applications.
* Efficiency: Reduction in Cost-Per-Enrolment (CPE) and Cost-Per-Lead (CPL) while maintaining lead quality.
* Performance Improvement: Consistent gains in conversion rates across paid and organic channels through CRO and data-led optimisation.
* Strategic Impact: Clear influence on marketing direction, creative output, and budget strategy aligned with institutional objectives.
* Leadership: Effective management of cross-functional teams and agencies, ensuring strategic coherence across Paid Media, Web, and Content.
* Market Position: Establishing UniUpp as the UK’s benchmark for student acquisition performance within private higher education.
Core Competencies
Google Ads Strategy & Optimisation | Student Acquisition | Higher Education Marketing | Demand Generation | CRO & SEO | Marketing Analytics | Full-Funnel Performance | Budget Management | Team Leadership | Private Higher Education Recruitment
What UniUpp Offers
* A competitive salary based on your experience within the higher education sector.
* Strategic ownership of UniUpp’s entire digital acquisition and performance marketing function.
* Opportunity to lead national-level student recruitment initiatives for private higher education partners.
* A remote-first, globally inclusive working environment, operating primarily to UK business hours.
* Direct collaboration with UniUpp’s founders and leadership, with autonomy in shaping marketing direction and performance strategy.
* Long-term career progression within a fast-scaling, mission-driven organisation redefining higher education recruitment in the UK.
Reporting Line
This position reports directly to the Directors of UniUpp and forms part of the senior leadership team, working closely with the Operations and Student Recruitment divisions to align marketing performance with institutional growth objectives.
How to Apply
Please ensure your CV clearly demonstrates your experience with private higher education institutions in the UK, your Google Ads expertise, and any valid certifications.
Only candidates meeting these essential criteria will be shortlisted for interview.