Responsibilities

• Own and evolve paid social and paid search strategy aligned to lead generation and enrollment outcomes.
• Define audience strategy, bidding frameworks, creative testing roadmaps, and funnel optimization approaches.
• Scale high-performing campaigns while systematically testing new channels, formats, and acquisition opportunities.
• Ensure paid initiatives align with integrated marketing plans, launch calendars, and portfolio priorities.
• Own and manage paid media budgets across platforms, with accountability to efficiency, scale, and ROI targets.
• Develop monthly and quarterly investment strategies informed by seasonality, performance trends, and enrollment goals.
• Forecast lead volume, CPL, CPA, and pipeline contribution across multiple budget scenarios.
• Continuously reallocate spend based on marginal performance and diminishing returns.
• Lead agency partners with clear performance expectations, execution standards, and optimization priorities.
• Deliver regular pacing, forecasting, and performance updates to the Director.
• Collaborate with Brand to shape creative direction and asset development optimized for paid channels.
• Partner closely with the Specialist, Social Media to ensure cohesive storytelling across paid and organic experiences.
• Work with Lifecycle Marketing to strengthen lead-to-application conversion and downstream performance.
• Align paid performance insights with Marketing, Enrollment, and Sales stakeholders.
• Own forecasting, pacing, and variance analysis against enrollment and pipeline targets.
• Track and analyze KPIs including lead volume, CPL, CPA, ROAS, and channel-level ROI.
• Partner with Analytics and Web teams to ensure accurate attribution, tagging integrity, and reliable dashboards.
• Translate performance insights into clear recommendations for investment shifts and strategy adjustments.