Paid Search Specialist

Job Description

What we do

At Perlego, there are almost 100 of us working hard to make education accessible to all. We believe access to good quality affordable learning unlocks potential. Knowledge should be more accessible, not locked behind sky-high price tags.

We recently expanded our library to make over 1 million books affordable for learners, earned a 100% Gold ASPIRE rating for accessibility and reached over 15 million people. The next stage of Perlego is twofold: 1) expand our support to students and publishers globally, and 2) build a product that goes beyond the book, a platform that helps students study smarter and educators teach more effectively.

What you’ll get

At Perlego we believe in the key role you will play to achieve our shared mission. You'll belong to a culture of dreamers, team players and avid learners with a flexible, value-based approach. Here, you can become your best self, and through your talent, make a real impact in the world of education.

What we’re looking for:

We are seeking a highly motivated and results-driven Paid Search Specialist to join our growing Marketing team approaching the complete in-housing of Paid Advertising activity with a primary focus on Paid Search channel. You will play a pivotal role in driving the Paid Acquisition of direct-to-consumer (DTC) subscribers across multiple markets by running ad campaigns that deliver measurable impact.

The ideal candidate will have a solid background in Digital Advertising, particularly across Paid Search (Google & Bing), with a track record of driving and improving performance defined by CPA and ROAS targets. You will closely work with the Performance Marketing Manager, a fellow Paid Search Specialist and the wider team to jointly develop Customer Acquisition strategies, manage the live activity on Paid channels, and analyse performance to optimise results.

How we work together:

We follow a matrix structure and organise ourselves into cross-functional tribes working towards common goals, with each tribe containing all the necessary roles and skills to deliver on our objectives. You will play a big part in our cross-functional Consumer tribe by collaborating with the Marketing, Product, Design, Data, Engineering & Customer Experience teams to drive growth in our DTC channel.

What you’ll focus on:

Strategic Input

1. Contribute to the development and implementation of our Customer Acquisition strategy in cooperation with the Consumer tribe, ensuring that its objectives and efforts are aligned to the wider business goals.
2. Evaluate our current approach, suggest beneficial refinements and advise on the practical execution of new initiatives.

Campaign Management

1. Set up and manage Paid Acquisition campaigns on self-serve advertising platforms - predominantly Google Ads and Microsoft Advertising.
2. Lead the daily end-to-end management of live activity, quality assurance and bidding.

Data Processing & Arrangement

1. Handle the product and conversion data required for running smooth ad activity and optimisations, incl. the use of product page feeds and server-side tracking conversions.
2. Make necessary adjustments to data integrations on advertising platforms, such as data uploads/product feed labelling/mapping/scripts/bulk action changes.

Performance Monitoring, Optimisation & Reporting

1. Keep track of the deliverables/KPIs, analyse the performance and drive actionable insights for optimisations of the Paid activity.
2. Apply the required changes to meet the set targets across multiple markets.
3. Report on the results, providing a well-rounded overview and troubleshooting any issues.

Creative Development & Testing

1. Lead the creation of ad assets incl. copywriting and messaging iteration for A/B testing.
2. Collaborate with the team by briefing required ad designs, landing pages and content changes for optimal user experience and conversion rate.

Requirements

It’s the perfect role for you if you have:

• Considerable experience in Paid Search with hands-on management of activity focused on delivering conversions, and working knowledge of Paid Social
• Solid understanding of the wider Digital Marketing and multi-channel efforts
• Communication and teamwork skills to effectively work towards common goals
• Problem-solving nature with an interest in generating new commercially viable ideas
• Ability to market our offering by utilising custom targeting and messaging tactics
• Strong analytical capabilities to drive actionable insights for performance improvements that reflect in efficiency and profitability
• Intermediate or advanced reporting and data processing skills, e.g. data lookups, pivot table aggregation, Google Ads automation scripts, conditional rules for data grouping and labelling
• Conversion attribution and tracking knowledge

⭐️ It’s a big plus if you have:

• Background in D2C (direct-to-consumer) / Subscriptions / eCommerce
• Full-funnel activation experience aiming for awareness, consideration and conversions
• Keen interest in copywriting, creative iteration and user experience
• Working knowledge of GCLID (Click ID) tracking & conversion import methods
• Data visualisation skills, in particular with Google Looker Studio

What success looks like in this role:

• Month 1 - acquire a deep understanding of our existing Paid activity and business priorities, campaign structure, bidding, tracking & attribution, reporting methods, regional segmentation, budget allocations and forecasts.
• Month 2 - prepare for the complete in-housing of all Paid functions with the guidance of the Performance Marketing Manager and our current Ad Agency partner, working closely in tandem with the fellow Paid Search Specialist.
• Month 3 - fully take over the Paid activity and hands-on management of our campaigns, establishing new workflow dynamics within the expanded internal Paid team.
• Month 6 - efficiently operate the channel and develop your own sub-expertise within this discipline by sharing, splitting & streamlining some of the functions with your counterpart, based on your individual career aspirations and areas of interest (e.g. advanced technical side of Paid vs. the creative/user experience/messaging side).

Benefits

✨Compensation

The salary available for this role is £40,000 + equity

Why should you work at Perlego?

Apart from our mission, we foster a unique company culture championing self-empowerment, personal development, direct communication and mutual support.

Want to learn more about how we’re making learning accessible? Check out our latest impact report

🏠 Flexible

We operate a flexible hybrid working environment. For this role, we’re looking for someone who will attend our London office a minimum of twice a week. At Perlego, we empower you to work in a way that supports your needs and your life. We trust people to know what works best for

At Perlego, we empower you to work in a way that supports your needs and your life. We trust people to know what works best for them. Check out our Flexa profile to find out more.

We are also flexible if you wish to work remotely overseas for short periods of time, as long as you remain a UK tax resident 🗺

🧠 L&D Budget

We value continuous learning and you will have a personal L&D budget for online courses, subscriptions or books not on Perlego.

🌱 Unlimited Coaching Opportunities

Unlimited access to MoreHappi, an on-demand professional coaching platform to offer all employees access to unbiased and professional coaching opportunities.

🤓 Learning Time

All employees have dedicated Learning Time to focus on new skills, projects or interests that lay outside of their day-to-day job, including Hackathons which bring our entire Engineering team together to work on exciting projects.

🌴 Work-Life Balance

Everyone needs a break, so enjoy 30 days off (incl. bank holidays) + 1 additional day annual leave for every year of service up to 35 days off (incl. bank holidays)

🛐 Flexi Bank Holidays

We understand that not everyone aligns with the same calendar; we offer the flexibility to take your local country's bank holiday allowance for other religious or cultural days.

e.g. switch UK Easter Bank Holidays Days for Eid celebrations

❄️ Office Reset

All employees can also enjoy the days between Boxing Day and New Year off, to reset and refresh for the new year - this is additional to your annual leave 🙂

🏖 Sabbatical

After three years there is an opportunity to take a 1-month unpaid sabbatical, and after five years there is an opportunity to take a 1-month paid sabbatical

💛 Personal Days

Life happens and we want you to be able to use your annual leave for resting, relaxing or taking time out to do something you love!

We offer 1 additional day a year for life events (your wedding, relocation, moving house, or a child starting school).

🍏 Health & Wellbeing

We want everyone to feel healthy and happy, so we offer private medical insurance via Vitality.

💭 Mental Health

All employees get access to therapy and counselling through Vitality

🚲 Cycle to Work Scheme

We're committed to building a sustainable business, so we encourage cycling to work. Perlego will buy your bike of choice, which you'll pay back over 12 months.

🎉 Social

We're a tight-knit bunch who enjoy our time to play. We have regular social events and activities for everyone - everything from white water rafting to board game nights.

🍼 Family time

We believe family is really important; we offer new parents a competitive matched parental leave as well as a phased return to work from extended leave.

👼 Workplace Nursery Benefit

We want to support working parents and carers, so we offer a workplace nursery benefit scheme, helping our employees potentially save thousands of £££ against the cost of nurseries each year.

👋 Belonging at Perlego

🌈 We are an equal opportunity employer and value diversity of thought and background.

❤️ We are actively building a diverse team, so we strongly encourage applications from people of colour, the LGBTQ+ community, people with disabilities, neurodivergent people, parents, carers, and people from lower socio-economic backgrounds.

📣 To enable an equitable experience for all and give you the best chance of success, if you have any specific requirements for any stage of the interview process, please let us know by emailing ben@perlego.com