Responsibilities

• Campaign Execution & Optimization: Build, launch, and manage campaigns across: Google Ads (Search, Display, YouTube), Meta Ads (Facebook and Instagram), Retargeting and remarketing platforms; Execute AI-SEO strategies to improve visibility across traditional and AI search environments; Write and refine high-performing ad copy aligned to school messaging and positioning; Continuously optimize campaigns based on performance data; Implement structured A/B testing across creative, targeting, and funnel components; Manage budgets to maximize return and efficiency
• Strategy Translation & Alignment: Translate defined client strategy into campaign plans; Align campaigns to enrollment goals, Age-and-Stage® grade-level priorities, and messaging; Ensure campaigns reflect School identity and positioning; Parent motivations and decision drivers; Geographic and demographic targeting priorities
• Performance Analysis & Insights: Monitor campaign performance daily and weekly; Identify trends, risks, and opportunities early; Provide clear recommendations to improve conversion rates, lead quality, funnel efficiency; Benchmark performance against Historical data, Industry standards, Competitive landscape
• Reporting & Communication: Deliver monthly performance reports with Key metrics, Insights, Strategic recommendations; Translate data into plain language for internal teams and clients; Support EMMs in client conversations with clear performance narratives; Communicate proactively when performance shifts or issues arise
• Systems, Process, and Scale: Document campaign structures, workflows, and best practices; Contribute to standardized campaign frameworks and templates; Identify opportunities to improve efficiency through tools, automation, and AI; Contribute to the improvement of scalable digital solutions with Tassel’s offerings
• Seat Metrics (Scorecard): This role is measured by: Cost per inquiry, Cost per tour, Conversion rate, Lead quality indicators, Campaign performance vs targets, On-time delivery of reporting and campaign execution

Requirements

• 3+ years managing paid media campaigns (Google Ads and Meta Ads)
• Strong understanding of: Paid search and paid social
• Conversion tracking and funnel optimization
• AI SEO / SEO fundamentals
• Experience managing multiple campaigns across clients or accounts
• Ability to interpret data and translate into action

Preferred

• Experience in K-12 education or enrollment marketing
• Familiarity with AI-driven search (AEO, GEO)
• Experience with CRO and landing page optimization