Responsibilities

• Collaborate with marketing team leadership to develop paid media strategy, with hands-on execution across paid platforms (Meta and Google prioritized; additional platforms like TikTok and YouTube as we scale)
• Set up, manage, and optimize paid campaigns across platforms like Meta and Google Ads, monitoring pacing, troubleshooting delivery, and hitting KPIs tied to Qualified Leads, CPL, efficiency, and growth
• Own campaign performance end-to-end, from launch through optimization, pacing, creative iteration, and performance reporting
• Analyze campaign performance data, customer behavior, and funnel quality signals to identify opportunities and execute impactful optimizations
• Partner closely with Sales, Engineering, Creative, and Product teams to surface insights and improve marketing efficiency, lead quality, and downstream conversion
• Lead creative audits to identify what is working, what is not, and what to test next
• Translate insights into clear creative briefs, messaging frameworks, and creative roadmaps
• Partner with leadership to evolve messaging frameworks, value prop articulation, and proof points
• Coordinate cross-functional teams to ensure alignment on goals, deliverables, timelines, and required resources (including Creative, Product, and Engineering)
• Engage customers, parents, and program participants to gather assets, testimonials, and story-driven content, fostering trust and collaboration throughout the process

Requirements

• 3-5 years of hands-on media buying experience, with deep expertise in Meta and Google Ads (TikTok and YouTube experience is a plus)
• Strong understanding of auction mechanics, campaign architecture, and core performance levers across audiences, creative, bids, budgets, and landing experiences
• Proven experience managing six-figure monthly budgets while balancing growth and cost efficiency
• Demonstrated ability to optimize to quality outcomes, not just volume (for example Qualified Leads, funnel conversion rates, and lead-to-sale insights in partnership with Sales)
• Ability to build advanced audiences using site behavior, CRM data, and engagement signals
• Strong analytical skills with a track record of turning data into structured testing plans and actionable optimizations
• Working knowledge of attribution and measurement concepts
• Familiarity with Meta Events Manager and Pixel/CAPI basics
• Comfortable with reporting and visualization tools such as GA4, Looker, Tableau/dashboards
• Proven ability to collaborate effectively with cross-functional partners on marketing and creative initiatives
• Strong project management fundamentals, including organizing workflows, capturing learnings, and improving processes over time

Preferred