Paid Search Specialist

About the role

Cognita is a global family of over 90 schools across 21 countries. As its Paid Search Specialist, you will make sure Cognita schools in the Middle East and Asia are found by the right families at the right moment, and that every dirham of media spend works hard. You will report to the Digital Marketing Manager and deliver paid search within the strategy, targets and budgets set by the Head of Digital & Performance Marketing, owning execution and optimisation day to day, from set-up through to reporting.

Key responsibilities

• Deliver always-on, tactical paid search campaigns for the schools, from set-up and trafficking through to monitoring.
• Optimise against enquiry and conversion targets using search terms, keywords, match types, bids, audiences and ad copy.
• Control budget pacing by school, campaign and platform, and work with Finance to keep accounts and invoices paid.
• Manage keyword and search demand activity, protect brand coverage and keep campaigns aligned to each school and market.
• Keep accounts clean and efficient by reviewing search terms, negatives, targeting and conversion settings.
• Advise Brand and Creative teams on ad copy, calls to action and test variations.
• Run a continuous test-and-learn programme and share weekly, monthly and termly reports with clear insight and next steps.
• Work with Paid Social and CRO specialists, and with Sales and Parent Experience, to understand lead quality and resolve tracking or website issues.

Required profile

• At least three years' experience in a digital agency running paid campaigns across multiple client accounts.
• Bachelor's degree in Marketing or a related field.
• Sound analytical judgement, attention to detail and clear stakeholder communication.
• Based in Dubai with a hybrid pattern, flexibility across time zones and occasional travel across the Middle East and Asia.

Required skills

• Advanced, hands-on Google Ads skills: keyword and search term management, bidding, conversion settings, reporting and budget pacing.
• Working knowledge of Google Analytics and Google Tag Manager.
• Desirable: HubSpot experience, automated reporting or paid media automation tools, Google Ads and Analytics certifications, and experience in education or other sectors with a considered decision journey.