Company: Global University Systems

Role: Attribution Lead

Reporting to: Head of Attribution (Global Director of Digital Operations (IT) in the interim)

Location: India

About Global University Systems (GUS)

Global University Systems (GUS) is an international education group that empowers students to transform their lives through education. We believe education drives careers, lives, and society forward, enabling a brighter future for all. Our network of 30 institutions offers the broadest range of industry-relevant skills through inclusive, accessible, and digital-first learning. We currently educate around 122,000 students on campuses worldwide and have 20M+ unique subscribers to our courses. Our global ecosystem powers accessible digital learning and academic achievement.

About the Role

This role is responsible for owning and evolving GUS’s attribution capability during a critical transformation period.

GUS currently operates a stable First Touch attribution model within Salesforce. While this provides a consistent baseline view of demand origin, it does not reflect the reality of long, multi-touch customer journeys across paid, organic and offline channels .

The Attribution Lead will:

• Own the end-to-end attribution model (current and target state)

• Lead pilot execution of multi-touch attribution

• Translate technical signal improvements (GCLID, call tracking, identity resolution) into decision-grade commercial insight

• Provide structured, defensible recommendations on paid vs unpaid investment allocation

• Work cross-functionally with Performance Marketing, Salesforce, Data Engineering and external partners

The role operates at the intersection of data, technology and commercial decision-making. It is not a tagging-only or reporting-only role — it is accountable for ensuring attribution outputs are robust enough to influence multi-million-pound media decisions.

Key Responsibilities

Own the Attribution Model:

• Maintain full documentation of current First Touch logic (Salesforce + UTM mechanics)

• Define target attribution framework (first touch + deterministic multi-touch + directional layers)

• Ensure all modelling assumptions are documented and approved

Lead Execution

• Implement controlled multi-touch model logic

• Validate attribution outputs against historical paid media decisions

• Stress test outputs where they contradict platform reporting

• Produce paid media reallocation recommendations with confidence levels

Translate Technical Improvements into Commercial Impact

In collaboration with technical teams, ensure the following projects materially improve attribution output:

• Google GCLID & Offline Conversion Upload

• Call Tracking (Dynamic Number Insertion)

• Meta FCLID & CAPI improvements

• GA4, GTM and UTM governance stabilisation

Assess whether these improvements meaningfully reduce distortion (currently estimated ~60–70% deterministic resolution)

Paid vs Unpaid Decision Support

• Quantify under-crediting of paid channels (especially Google PPC)

• Identify where organic/direct inflation is occurring

• Provide structured budget guidance with clear confidence bands

• Present findings to senior stakeholders

Governance & Risk Management

• Maintain Attribution Risk Register

• Identify data leakage points (calls, cross-device, consent loss, cross-domain)

• Ensure attribution outputs are not used beyond their confidence level

• Support transition into steady-state Attribution Function

Stakeholder Communication

• Provide clear, non-technical summaries for leadership

• Communicate what attribution can and cannot answer

• Support executive reviews and commercial planning cycles

Experience & Skills

• Degree in Data Analytics, Business, Marketing, Economics or related field
  Relevant certifications in Analytics / CRM / Data (preferred but not mandatory)

• 5–8+ years experience in marketing analytics or attribution modelling

• Experience in multi-touch attribution design and validation

• Understanding of deterministic vs probabilistic modelling

• Experience in long-cycle, multi-channel environments

• Experience working with Salesforce-based attribution

• Strong understanding of UTMs, GA4, GTM

• Familiarity with offline conversion uploads and click ID logic (GCLID/FCLID)

• Experience working with BI tools (Power BI or similar)

• Experience supporting multi-million media investment decisions

• Ability to challenge platform-reported metrics

• Experience translating data into board-ready recommendations

• Strong analytical and problem-solving capability

• SQL and data manipulation proficiency

• Ability to design structured attribution logic

• Clear written and verbal communication skills

• Strong stakeholder management

• Ability to operate in ambiguous, cross-functional environments

• Structured documentation and governance discipline

• Commercially objective and platform-agnostic

• Comfortable operating between technical and executive layers

• Structured thinker with bias toward validation

• Calm under executive scrutiny

• Transparent about data limitations

Global University Systems equal opportunity employer. We provide equal opportunities and are committed to the principle of equality regardless of race, ancestry, place of origin, colour, ethnic origin, citizenship, creed, sex, sexual orientation, gender identity, gender expression, age, record of offences, marital status, family status or disability.

The post holder may be asked to undertake different or additional duties in line with business requirements at the request of their line manager.

There is an expectation that all employees will maintain the values of the Group and will comply with the code of conduct as well as equality and diversity, health and safety and safeguarding policies.