Performance Marketing Lead

About Manabie

Manabie is an education company building trusted partnerships with schools, teachers, and families across Southeast Asia. In Vietnam, we are focused on delivering high-quality, compliant, and impactful learning experiences through public schools, teaching centers, and selected education partners.

Role Overview

We are seeking a Performance Marketing Lead to drive paid acquisition, lead generation, and measurable growth for Manabie Vietnam. This role is suitable for a hands-on marketer with 3 to 4 years of experience managing performance marketing campaigns across platforms such as Facebook, TikTok, Google, Zalo, and other relevant digital channels in Vietnam.

The Performance Marketing Lead will be responsible for generating qualified leads for Manabie’s programs, supporting teaching center growth, driving student acquisition campaigns, and improving the efficiency of Manabie’s digital marketing funnel. The role must work closely with Sales, Business Development, Operations, and Content teams to ensure marketing activity converts into real enrollments and revenue.

Key Responsibilities

• Plan, execute, and optimise paid marketing campaigns across Facebook, TikTok, Google, Zalo, and other relevant digital channels
• Drive qualified lead generation for Manabie Vietnam’s teaching center, student acquisition, and education program campaigns
• Manage campaign budgets, performance tracking, audience targeting, creative testing, and daily optimisation
• Work closely with Sales, Business Development, and Operations teams to ensure leads are followed up properly and converted into enrollments
• Track key funnel metrics including cost per lead, lead quality, conversion rate, customer acquisition cost, enrollment volume, and campaign return on investment
• Develop and test campaign angles, landing pages, ad copy, creatives, and calls-to-action based on parent and student insights
• Coordinate with content, design, and PR teams to produce campaign assets that are clear, compliant, and locally relevant
• Conduct competitor benchmarking across education, enrichment, tutoring, and edtech players in Vietnam
• Build weekly performance reports and provide clear recommendations on what to scale, pause, or improve
• Support local growth campaigns around new subjects, seasonal programs, center activations, workshops, events, and partner initiatives
• Maintain clean tracking discipline across CRM, lead forms, landing pages, and campaign dashboards
• Ensure advertising messages are responsible, compliant, and aligned with Manabie’s education positioning

Who This Is Suitable For

• Candidates with 3 to 4 years of hands-on performance marketing experience
• Candidates with prior experience in education, edtech, enrichment, consumer services, healthcare, parenting, or other lead-generation businesses
• Candidates who have managed paid campaigns on Facebook, TikTok, Google, Zalo, or similar platforms
• Candidates who understand how Vietnamese parents search, compare, and decide on education services for their children
• Candidates who are comfortable working with sales teams and taking ownership beyond generating leads
• Candidates who can read campaign data, diagnose funnel issues, and translate numbers into practical actions
• Candidates who are organised, detail-oriented, and disciplined in tracking campaign performance
• Candidates who can move quickly, test ideas, and improve campaigns without waiting for perfect information
• Candidates who are commercially minded and understand that marketing success must eventually show up in enrollments and revenue

Key Success Metrics

• Qualified leads generated
• Cost per lead
• Lead-to-enrollment conversion rate
• Customer acquisition cost
• Campaign return on investment
• Enrollment contribution from paid campaigns
• Landing page conversion rate
• Creative testing velocity
• Lead follow-up quality with sales teams
• Revenue generated from performance marketing campaigns

Working Style and Compensation

This is a hands-on growth role. The Performance Marketing Lead is expected to manage campaigns directly, work closely with field sales and Business Development teams, and stay close to the realities of parents, students, and teaching centers in Vietnam.

The role requires strong execution discipline, comfort with numbers, and the ability to balance fast testing with responsible education marketing. Compensation will be discussed based on experience and fit.