You will be responsible for the success of Red & Yellow’s primary acquisition channels across its full programme and course range, crafting our “go to market” and growth strategies for new products and new territories, championing best practice and excellence in your discipline across the business and upskilling and developing those that you work with.

Although your strength and depth will very much be rooted in Performance Marketing, you will need to be a strategic, 360-degree marketer to ensure that your strategies, plans and tactics align seamlessly and enhance those of your colleagues across the Commercial (Marketing and Sales) team.

This is an exciting opportunity to take on a crucial leadership role – at a senior level – at Red & Yellow. You will work alongside our B2C Sales Teams, Corporate Sales, Learning Designers and Course Coordinators – and our Exco and other Senior Managers – to ensure that our students and clients enjoy a premium learning experience and continue to grow and thrive in their careers.

You will be responsible for delivering on ambitious acquisition and sales targets, working in tandem with our B2C (Full Time, Part Time and Online) and Corporate Sales Teams, delivering both at a strategic and operational level, and leading and building a world-class performance marketing function covering a broad geography: this will include both local and international sales of our online courses and qualifications, which can be taken by students the world over, and for students at our physical campuses. Our only campus currently is in Salt River, Cape Town, but we are hoping to launch in Johannesburg in 2024 with other locations to follow in the years after.

Whilst you will need to be an excellent leader and manager of people – inspiring your team to perform at the highest levels – you will also need to ensure the seamless integration of people-based conversion and sales with the scale and benefits of digital and eCommerce sales and conversions, which are crucial to Red & Yellow’s rapid growth ambitions.

Primary Responsibilities

• Lead Generation and Sales Growth
  • Lead a small (now) but growing group of team members and agency partners to allocate, invest, and optimize the performance media budget across all channels to meet our business targets
  • Drive lead growth – and lead quality improvement – to drive sales of all relevant courses and programmes across our Corporate, Online, Part-Time and Full-Time offerings
  • Develop, present and own the strategies, plans and targets for Corporate, Online, Part-Time and Full-Time lead generation and acquisition.
  • Provide critical input into the structure, scheduling and phasing of online courses and qualifications to maximise revenue and profit.
  • Identify opportunities to drive lead generation, sales and revenue growth, and conceptualise and implement strategies, plans and tactics to capitalise on them.
  • Innovate and implement test and learn strategies and drive scalable results
  • Oversee campaign management and reporting, including in-depth analytics of LTV, CPA, ROI, and incrementality
  • Utilize data-driven methodology, analysis, and measurement to improve effectiveness and efficiency of our performance channels
  • Work closely with analytics and data science partners to build a world-class performance marketing engine across tracking, attribution, and optimization
  • Identify threats and challenges to lead generation, sales and revenue growth – both external and internal – and conceptualise and implement strategies, plans and tactics to address them.
  • Monitor competitor activity and implement appropriate proactive and reactive steps.

• Reporting, Analytics, Drivers and Systems
  • Maintain accurate and complete daily, weekly and monthly reports on all campaigns, channels and metrics and provide detailed feedback and valuable insights to the broader business on both a regular and ad hoc basis
  • Be a data-driven leader: you can’t manage what you don’t measure.
  • Conceptualise and implement technology-driven systems and structures that promote rapid scale, optimised efficiency and maximum profit.
  • Provide crucial feedback to and collaborate with Sales, Delivery, IT and other relevant teams.
  • Ensure all data is clean, complete, accurate and effective at all times.

• People Management and Development
  • Build, develop, lead and inspire a world-class Performance Marketing function at Red & Yellow.
  • Mentor the talented individual contributors and leads on your team to grow their own analytical, communication, and leadership skills
  • Ensure each team member has a job description and clear understanding of their roles and responsibilities.
  • Hold weekly 1-on-1’s with direct reports, and ensure periodic performance reviews are conducted, in accordance with HR-mandated requirements
  • Review, set and update policies and structures, in consultation with Senior Management.
  • Give team members regular feedback on performance – counselling poor performance and rewarding good performance
  • Assess team training needs and develop a training and development plan to meet those needs
  • Hold weekly team meetings to review progress and discuss future strategy
  • Monitor team dynamics and take action to ensure good working relationships.

• Key Performance Indicators
  • Enrolment Growth
  • Online, Part-Time and Full-Time programmes: deliver against associated enrolment and revenue targets (weekly, monthly, quarterly, annually).
  • Deliver against strategies and plans.
  • Demonstrate that opportunities identified are capitalised on, and that challenges and threats identified are appropriately addressed.
  • Clearly articulate the propositions, positioning, strengths, weaknesses, and activities of competitors, and demonstrate clearly and concisely R&Y’s plans to compete with them.

• Lead / Enrolment Drivers and Systems
  • Provide timely, accurate and detailed reporting on all lead generation and conversion activities and metrics, by channel and by product, in agreed format, together with actionable insights.
  • Clear and concise data reflect highly efficient and effective performance of teams and team members, and this data is regularly shared with teams and team members
  • The ratio of eCommerce sales to human-assisted sales steadily increases

• People Management and Development
  • A highly motivated team striving for continuous improvement
  • All team members have clear, appropriate job descriptions
  • Fair performance agreements and periodic check-ins are conducted in line with HR policy that promote staff development
  • Good working relationships among team members
  • Team members understand the company’s goals and strategic priorities and their role in achieving these
  • Team members always adhere to the company’s code of conduct
  • Instances where team members do not adhere to the company’s code of conduct are handled immediately and appropriately
  • Problem areas accurately identified and effectively dealt with

Behavioural Attributes and Competencies
At Red & Yellow, we actively prioritise the right attitude combined with the right behavioural attributes over prior experience (although fantastic prior experience is certainly also valued, but not always necessary).

• Serious smarts are non-negotiable. Our clients expect excellence from us, and our students are professional, intelligent and driven, and they value high intelligence – both intellectual and emotional – in our people.
• A growth mindset and a “can-do” attitude. People with a growth mindset “tend to thrive on challenges and embrace failure as a mechanism for learning and development”. They constantly question the world and their place within it, and look for opportunities to improve themselves and their environments around them.
• Constant curiosity and hunger for learning.
• Exceptional problem solving, and analysis skills combined with the ability to synthesize and effectively communicate findings to all levels throughout the organization
• Willingness to be deep in the details while also being able to create and communicate higher level strategy
• Excellent written and verbal communication skills. Not only is communication one of the most important elements of this role, but you are also an ambassador of Red & Yellow.
• Professionalism, patience, and kindness. Dealing with people day in and day out can be taxing, and it takes a particular kind of person to keep calm, cheerful and effective.
• A born team leader: able to drive, motivate and successfully manage a high-performing sales team

Qualifications and requirements

• Relevant tertiary qualification essential
• At least 10+ years’ experience in performance / acquisition / growth marketing, with direct oversight of SEM, display, retargeting, paid social and funnel optimisation
• At least 3 to 5 years in sales management and leadership at a senior level
• Prior working experience in a Higher Education or EdTech businesses is crucial (experience in both is highly advantageous)
• Track record of growing marketing investment on a measurable basis at scale
• Experience managing a large budget
• Strong work ethic and ability to adapt to the fast pace of the business
• Skill in organising time and establishing priorities.

Why work at Red & Yellow?

Life at Red & Yellow is fast-paced, technicoloured and full of fun and energy. We’re a School with serious ambition and a Global vision – we want to be The Most Creative Business School in the World, and we are working hard to achieve this. As a result, we’re growing very fast, innovating and experimenting constantly, and always looking for ways to improve ourselves and our courses for the benefit of our students.

For you, this translates as follows:

• Our working environment is casual and fun, and full of weird and wonderful characters. But they all have one thing in common: a passion for changing the world through education, and a tremendous sense of community and purpose in working as part of a team of incredible talent that is punching well above its weight.
• Fast-pace, growth and innovation mean that there is no shortage of upward and horizontal growth opportunities for people who perform and ask for opportunities to develop themselves and try new things. Our people get a lot of responsibility and trust and develop quickly.
• You will get to work alongside our executives and senior managers from Day 1, and so have enormous opportunities to learn from them directly.
• We’re all about constant curiosity – all of our online courses are available free for our staff, and their friends and family get discounts.
• Our Social Committee is always active and busy organising events, activities and celebrations.

If you feel you’ve got what it takes to join Red & Yellow, we want to hear from you! Please forward your CV, proof of academic qualifications and a motivation letter aligning yourself to the requirements to careers@redandyellow.co.za as soon as possible.

Preference will be given, but not limited to, candidates from designated groups in terms of the employment equity act.