Sae Institute.
From well-managed campaigns to a growth engine built on structure and vision.
Context & Objective
SAE Institute, founded in 1976, is the world’s largest creative media education network, with 54 campuses in 26 countries. It has long been recognised as a global leader in training for the creative industries: from audio engineering to game design and film production.
The goal of this collaboration was clear: increase student enquiries while reducing acquisition costs, ensuring that marketing could scale with SAE’s international ambitions.
The Challenge
When the project began, SAE already had a well-managed advertising structure, but it lacked the strategic depth and optimisation logic required for sustained growth.
The problem wasn’t poor performance, it was limited scalability.
Campaigns were efficient, but not designed to compound results over time.
The challenge:
Generate more high-quality leads.
Reduce cost per click and cost per lead.
Build a systematic approach capable of supporting multiple campuses and long-term recruitment goals.
The Approach
I led the development of a new data-driven methodology, transforming campaigns from tactical execution into a structured acquisition system.
Technical Execution
Rebuilt the Ads account from scratch, introducing segmentation by course type, location, and intent stage.
Implemented dynamic campaigns and improved ad relevance through refined keyword mapping.
Optimised bidding strategies with automated rules based on performance thresholds.
Introduced granular tracking and attribution, linking enquiries to specific keywords and campuses for better ROI analysis.
Strategic & Leadership Work
Reframed internal KPIs to focus on conversion efficiency, not just volume.
Established a reporting cadence and decision framework, aligning marketing and admissions teams around shared data.
Fostered a results-driven culture, replacing ad hoc adjustments with continuous improvement loops and transparent metrics.
Results
Contacts Generated: +219% YoY
Conversion Rate: +89% YoY
Target Achievement: Reached 4 months ahead of schedule
Impact & Learnings
The SAE Institute case showed how methodology and mindset together can outperform even strong starting conditions.
Campaigns evolved from good to strategically excellent, driven by structure and shared goals.
The marketing team gained confidence and independence through clear reporting and strategic visibility.
Growth targets were not just met, they became repeatable and measurable across markets.
