Responsibilities

• Lead the paid media strategy and roadmap across paid channels (SEM, social, PPL, programmatic, traditional media)
• Translate annual paid enrollment targets into actionable media strategies with System Marketing Director
• Establish a test-and-learn roadmap to continually improve media and creative performance
• Lead media and creative testing (audiences, messaging, formats, landing pages) to drive performance
• Provide guidance and support for local media buys funded through the local marketing budget
• Identify and evaluate emerging media opportunities and technologies
• Own forecasting, budget allocation, invoice processing, and in-term pacing of media budget
• Partner on annual planning, term forecasting, and scenario analyses
• Continuously evaluate performance with full-funnel metrics and reallocate spend based on outcomes
• Ensure reliable tracking and data integrity across the marketing tech stack

Requirements

• Bachelor’s degree in Marketing, Business, Analytics, or a related field
• 7+ years of progressive experience in paid media management
• Experience managing budgets of $10M+ annually
• Proficiency in ad and marketing technology platforms (e.g., Google Ads, Meta Ads Manager, programmatic DSPs)
• Experience with measurement frameworks (e.g., multi-touch attribution, incrementality testing, media mix modeling)
• Strong analytical skills with proficiency in data tools (Google Analytics, Qlik, or similar)
• Experience in driving multi-channel campaigns (SEM, social, PPL, programmatic, traditional media)
• Ability to forecast, pace, and perform scenario planning to align with business objectives
• Agency and vendor management experience
• Hands-on expertise across SEM, paid social, PPL/lead aggregators, and programmatic/DSP; ability to deploy campaigns across traditional channels

Preferred

• Platform or analytics certifications preferred (e.g., Google Ads, GA4, Meta, etc.)
• Experience with GA4 and other analytics tools
• Experience in higher education or lead-driven industries is preferred