Head of Acquisition

About IDP

IDP is the global leader in international education services, delivering global success to students, test takers and our partners, through trusted human relationships, digital technology and customer research. An Australian-listed company, we operate in more than 50 countries around the world.

Our team is comprised of over 7,000 people of various nationalities, ages and cultural backgrounds. Proudly customer-first, our expert people are powered by global technology. Together, we offer unmatched services, helping local dreams become realities, all over the world.

Learn more at www.careers.idp.com

Role purpose

IDP Connect is seeking a strategic and results-driven Head of Acquisition to lead and drive traffic acquisition across our leading student-facing platforms: Whatuni, Whatuni App, Complete University Guide, and Postgraduate Search. This role is critical in ensuring high-quality, volume-driven traffic that meets commercial order fulfilment across paid, organic, and partnership channels.
Reporting directly to the Director of Marketing (Domestic B2C), the Head of Acquisition will oversee and integrate strategies across Paid Media, SEO, and Partnerships, working cross-functionally to ensure a data-led, performance-oriented approach to user acquisition.

Key accountabilities

Paid Media

• Oversee the strategic direction and performance of paid media campaigns (PPC, display, paid social, etc.).
• Manage the relationship with the external media buying agency, ensuring delivery of acquisition KPIs and ROI.
• Lead campaign planning aligned with commercial goals and seasonal student recruitment cycles.
• Own performance reporting and budget management across paid media.

SEO (Search Engine Optimisation)

• Lead the SEO strategy to grow organic traffic and enhance visibility across all platforms.
• Manage and develop an in-house SEO team, driving best practices and innovation.
• Collaborate closely with content, product and technical teams to ensure SEO is embedded in all digital initiatives.
• Monitor performance metrics, identify opportunities for growth, and implement scalable SEO improvements.

Partnerships

• Work closely with the Director of Marketing to develop and deliver the acquisition partnership strategy.
• Identify and manage strategic partnerships with educational institutions, student communities, influencers, and other relevant third parties.
• Manage a 0.5 FTE resource supporting the execution and administration of partnership activity.
• Evaluate the impact of partnership initiatives against acquisition and commercial metrics.

Team Management

• Lead and inspire a high-performing SEO team.
• Manage agency and part-time internal resources to deliver against Paid Media and Partnership objectives.
• Create a collaborative, data-driven, and outcome-focused team culture.

Required experience

Essential:
•    Proven experience in a digital acquisition leadership role, ideally within an education, publishing, or consumer digital environment.
•    Deep understanding of paid media and SEO strategies, tools, and platforms.
•    Experience managing agency relationships and internal teams.
•    Strong analytical skills with the ability to translate data into actionable strategies.
•    Track record of driving user growth and commercial success through digital acquisition channels.
•    Excellent stakeholder management and communication skills.
•    And understanding of youth marketing and/or higher education and student recruitment.
Desirable:
•    Experience in the education sector or B2C marketing to student audiences.
•    Understanding of partnership marketing and influencer outreach.
•    Familiarity with platforms such as Google Analytics, Google Ads, Meta Business Suite, Social Media channels (Facebook, TikTok, Instagram and Twitter) SEO monitoring tools.