Responsibilities

• Develop and lead the paid media and performance marketing strategy for IMG Academy aligning acquisition initiatives with enrollment, revenue, and growth objectives across campus programs, digital products and recruiting services.
• Identify scalable customer acquisition opportunities across global markets while establishing performance goals, acquisition targets, and channel strategies that drive efficient growth.
• Build and manage annual and monthly paid media roadmaps, budgets, and forecasts, ensuring media investments maximize return and support business priorities.
• Lead agency relationships and cross-functional collaboration with product, brand, and web teams to execute integrated paid media strategies across search, social, programmatic, affiliate, and emerging channels.
• Provide thought leadership on paid media strategy staying ahead of platform and industry trends, and fostering a culture of experimentation and continuous performance improvement.

Campaign Management & Optimization

• Oversee the execution and performance of paid media campaigns, ensuring delivery against timelines, budgets, and defined performance goals.
• Guide agency partners on performance improvements through structured testing and optimization across creative, landing pages, bidding strategies, audience targeting, and channel mix.
• Implement and refine audience segmentation and lifecycle targeting strategies to deliver the right message to the right audience at each stage of the funnel.
• Establish and drive a rigorous testing framework including A/B testing, creative experimentation, and audience expansion to continuously improve campaign performance.
• Partner closely with web and product teams to optimize landing pages and digital experiences, improving conversion rates, supporting ecommerce initiatives, and ensuring paid traffic is directed to high-performing, conversion-focused destinations.

Budget Management & Performance Analytics

• Own and manage the paid media budget, ensuring efficient allocation of spend across channels to maximize ROI and support business priorities.
• Analyze campaign performance and provide regular reporting, insights, and strategic recommendations to senior leadership, leveraging AI-driven analytics and automation to identify optimization opportunities.
• Establish KPIs, attribution frameworks, and measurement strategies, including Marketing Mix Modeling (MMM) and Multi-Touch Attribution (MTA), to evaluate channel effectiveness and guide future investment decisions.
• Allocate and manage test-and-learn budgets to evaluate emerging platforms, new audience segments, and incremental growth channels, using data-driven experimentation to accelerate scalable results.
• Integrate AI tools and automation to streamline reporting, optimize budget allocation, and improve forecasting accuracy across campaigns

Cross-Functional Collaboration

• Partner with Product, Brand, and Creative teams to develop high-impact ad creatives that align with business objectives and brand standards.
• Collaborate closely with Web, Ecommerce, and Digital Product teams to optimize landing pages, user experiences, and conversion paths, ensuring paid traffic drives maximum engagement and revenue.
• Work with Data & Analytics teams to evaluate campaign performance, uncover actionable insights, and refine media strategies, including identifying growth opportunities across products, sports, and geographies.
• Align with Product and Sales teams to ensure paid media initiatives support broader business, revenue, and customer acquisition goals.