2022 – Present · Remote, APAC
Emeritus
Senior Revenue Manager
APAC
Market Scope
NUS + SMU
Programme Partners
<25%
CAC / Net Revenue
Multi-channel
Acquisition Stack
The Context
Emeritus partners with top-tier universities — including NUS (National University of Singapore) and SMU (Singapore Management University) — to deliver executive education programmes online. The business model sits at the intersection of premium brand licensing, content production, and digital-first student acquisition.
As Senior Revenue Manager for APAC, I hold end-to-end P&L responsibility for these programmes — from defining quarterly revenue targets to owning the marketing budget, channel mix, and conversion funnel that gets an executive from first touchpoint to enrolled student.
The Challenge
High-ticket executive education is a considered purchase. The decision cycle runs weeks to months, the audience is senior professionals with low tolerance for generic messaging, and acquisition costs are structurally high. The commercial guardrail is clear: CAC must stay below 25% of net revenue.
The dual challenge is maintaining volume while protecting margin — particularly as paid channel CPLs fluctuate, audience pools saturate, and the creative fatigue cycle shortens.
What I Do
Revenue Architecture
Define quarterly cohort targets, reverse-engineer required lead volumes, and build the pipeline model that maps marketing spend to enrolled revenue.
Channel Strategy
Manage Meta, Google, and LinkedIn campaigns with a three-tier architecture — anchor campaigns for consistency, test campaigns for audience discovery, and burst campaigns around application windows.
CAC Governance
Monitor CAC on a rolling weekly basis, triage CPL movement against creative vs. audience vs. market factors, and rebalance spend allocation to stay inside the 25% guardrail.
Lead-to-Application Conversion
Own the L2A pipeline — arbitrating between marketing attribution and sales follow-through, and running forensic analysis when L2A lags to isolate whether the issue is lead quality, speed to response, or FTA compliance.