Responsibilities

• Serve as the day-to-day owner of all paid digital advertising efforts across the organization.
• Build, launch, manage, and optimize campaigns across Google Ads, LinkedIn Ads, Meta (Facebook and Instagram), Display and retargeting platforms.
• Manage campaign budgets, bidding strategies, audience targeting, and conversion tracking.
• Ensure campaigns are optimized to achieve lead generation, enrollment, membership, and revenue goals.
• Monitor campaign performance daily and proactively adjust strategy to maximize return on investment.
• Analyze campaign performance and identify opportunities to improve conversion rates, engagement, and cost efficiency.
• Conduct ongoing A/B testing of ad creative, messaging, audience segments, landing pages, calls-to-action, and campaign workflows.
• Continuously optimize campaigns to improve CPL, CPA, ROAS, and conversion rates.
• Develop recommendations for budget allocation and channel investment based on performance data.
• Create and optimize landing pages, forms, workflows, and campaign tracking structures.
• Support audience segmentation and lead nurturing efforts.
• Ensure proper campaign attribution and reporting throughout the marketing funnel.
• Own digital marketing performance reporting and insights with the Senior Digital and Growth Marketing Manager.
• Develop dashboards and monthly reporting packages for marketing leadership.
• Analyze campaign, channel, audience, and conversion data to uncover actionable insights.
• Track and report on leads, conversions, cost per lead, cost per acquisition, ROAS, landing page performance, campaign ROI, and funnel metrics.
• Present recommendations for optimization and future investment opportunities.
• Manage campaign tracking, attribution, and UTM governance.
• Ensure accurate measurement across advertising platforms, HubSpot, CRM systems, and analytics tools.
• Maintain data integrity and campaign measurement standards.