Data & Performance

I reshaped my department from a traditional delivery function into a performance-led team, accountable for real outcomes. By working closely with the Customer Success team, we ensure every campaign is aligned to each client’s unique objectives - then build targeted, data-driven solutions to meet them.

I’ve developed dashboards, processes, and an automated alerting system to actively monitor client performance and surface issues before they escalate - allowing us to take action, not just report retrospectively.

Beyond client work, I also track the performance of our student-facing platforms in real time. Using Looker, I build custom dashboards that surface key trends and identify opportunities. This proactive approach ensures I’m not just measuring performance, but continuously improving it - and contributing directly to commercial impact.

Explore more:

- Target based objectives
- Interventions
- Strategic solutions
- Data analysis
 
Data
× Expanded view

Target based objectives

Targets
Dummy data
To effectively monitor performance across 200+ clients, I work closely with the Customer Success team to define clear success metrics for each campaign. Wherever possible, we agree performance targets at the point of onboarding to ensure alignment from day one.

Live performance data is then synced against these targets to give us a real-time view of how each client is tracking. When a campaign begins to fall behind expectations, our dashboards automatically flag it - allowing my team to step in proactively, long before it becomes a problem.

I’ve also implemented clear processes to ensure the Customer Success team is always informed of any action we take. This alignment helps us move faster, stay accountable, and ultimately deliver better results for our clients.

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Interventions

The most important success metric is how the client perceives the value we deliver. Internal performance stats are vital, but long-term relationships are built on trust, clarity, and clear return on investment.

To ensure we’re always aligned with client goals, I’ve created a collaborative process that allows the Customer Success team to easily share client feedback with us - not just when there’s a concern, but anytime a client expresses specific objectives or changing priorities.

This approach ensures we're always in tune with what clients are trying to achieve. Rather than waiting for clients to suggest what they need, we position ourselves as strategic partners - taking their goals and using our expertise to design and deliver the most effective, scalable solutions.

By creating this feedback loop, we make sure every action we take is targeted, timely, and aligned with what matters most to the client.

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Interventions

Strategic solutions

Expected engagement
When faced with a client objective, my role is to implement the most effective strategy that (A) achieves the short-term goal and (B) avoids any negative impact on wider engagement.

My approach is never one-size-fits-all. The delivery strategy depends on multiple factors - including brand recognition, campaign timeframes, talent pool size, sector competition, time of year, and more. I evaluate these to model an expected level of engagement and select the right tactics accordingly.

For example, if I’m working with a household name, I’ll often take a bold, high-volume approach - such as a solus email or broad push notification - using their brand pull as a re-engagement lever across the wider audience.

On the other hand, if I’m working with a niche employer or a highly specific role, I need to be much more precise. In these cases, I’ll opt for more surgical tactics - such as direct messages, targeted emails, or precision paid social campaigns - to ensure the right audience is reached without unnecessary noise.

In every case, the goal is the same: deliver value for the client without compromising platform health or long-term user trust.

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Data analysis

I rigorously track the performance of all marketing activity - from first impressions through to final application - enabling me to measure ROI across every channel. Whether it's email, push notifications, SMS, paid social, or on-platform promotions, every campaign is measured against its impact on conversion and client success.

Beyond individual campaign metrics, I use Looker to analyse performance across our full suite of student-facing platforms. I regularly cross-reference behavioural data with user profile fields, acquisition source, campaign tracking, and more - enabling deep insight into what's working and where opportunities lie.

This analysis serves multiple purposes:
  • Track individual YoY performance
  • Evaluate the impact of new platforms, trials, and strategies
  • Identify demographic or content gaps
  • Trigger boosting activity when performance dips
  • Scale successful pilots into long-term initiatives
  • Support data-led investment decisions at the business level
Ultimately, this insight powers proactive action, not just retrospective reporting. It helps me shape strategy, guide where to focus resource, and ensure we’re always optimising for the highest impact.

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Looker dashboard
Looker dashboard
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