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In-house case study · 2022 to 2025

Performance management at Global University Systems.

4 years running performance management, marketing operations and leading performance marketing for GUS, an international group of more than 30 education institutions recruiting students worldwide. This is the track record IOMMIX was built on.

5continents, education institutions performance managed worldwide
70+people managed in the central team, worldwide
20%+enrolments increase year on year
£600K+central cost savings YoY while scope grew
The role

From performance framework to internal agency.

I joined Global University Systems (GUS) in February 2022, when I left JLL. I held three director roles at GUS, each one widening the remit.

First I built a performance management framework, team and function across their education institutions, tied to spend, leads, enrolments, payments and retention monitoring. The 2022-2023 strategy delivered a 21% rise in enrolments year on year, an 11% improvement in cost per enrolment and 13% more recruitment productivity in the assets I oversaw.

Then I led a marketing reorganisation resulting in fewer people, lower people costs and over £600K cut from other costs, while widening the scope of performance marketing activities managed centrally. I established the AI operation role under my leadership, to orchestrate AI training for the central and assets' student recruitment workforce, and we deployed the first AI pilots for student recruitment.

In the last chapter I ran the central marketing team as an internal performance marketing agency. GUS brands subscribed to a central team of around 70 people at that time, covering SEO, GEO, paid search, paid social, organic social, affiliation and insights mining, all pointed at recruiting students worldwide.

Approach

The method behind the numbers.

IOMMIX didn't exist as a name yet. Every part of it was already there.

i

Insights

Insights mining to sharpen budget and spend

o

Orchestration

An internal agency of around 70 people worldwide

m

Measurement

A performance framework across 30 institutions

m

Marketing mix

SEO, GEO, paid search, social media, and beyond

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Innovation

AI pilots and training deployed to scale recruitment

x

Growth

Double digit increase in recruitment productivity

What stayed with me

Three things that became Iommix.

01

The focus on the operating model

GUS brands subscribed to a central team for their performance marketing. I can help clients internalise performance marketing functions as necessary.

02

Growth and efficiency together

I cut operating costs while enrolments grew. The two aren't necessarily a trade-off when the system is right.

03

One framework, many institutions

A single performance framework worked across many different institutions. Discipline travels, whatever the brand.

EducationInternational student recruitmentPerformance marketingPerformance managementMarketing operations reorganisation
Why Iommix exists

From one group to many.

At GUS I built a central team that institutions subscribed to for their performance marketing. An internal agency, inside a group of more than 30 brands.

That role wound down in September 2025, the same period I was starting Iommix.

Iommix provides the same internal-agency discipline, paid media, organic, operations and AI, offered to founders and CMOs who want it without building the team from scratch.

FAQ

Questions people ask about this one.

Was this a client engagement?
No. This was my employed role at Global University Systems, from February 2022 to September 2025, across three director positions. It's included here because it's one of the direct origins of the IOMMIX method.
What is an internal performance marketing agency?
A central team that a group's brands, divisions or countries subscribe to for performance marketing services, such as SEO, paid search, paid social, affiliation, insights mining, and beyond. The same model I built previously at JLL and then at GUS, Iommix now offers externally to founders and CMOs.
Can this work for one middle sized company, not a big group of 30 assets?
Yes. The framework scales down as cleanly as it scales up. The discipline doesn't change. However, I prefer to work with international clients with operations across at least 5 countries, or divisions, or assets.
Let's work together

Interested in building a success story? Let's chat.

Build smart growth and global impact. Work with former Vodafone, WPP Media, JLL, Global University Systems.

Book a call Prefer to write first? silvia@iommix.com