Paid Media Manager

Responsibilities

• Own strategy, execution, and ongoing optimization of paid campaigns (paid search, paid social, display/retargeting, and video) within established budget parameters
• Build and maintain privacy-compliant, full-funnel conversion tracking — GA4, tag management, consent mode, and click-ID–based conversion imports from the CRM/enrollment system where permitted by institutional privacy policy so campaigns can be optimized to started and completed applications rather than clicks or form fills
• Structure campaigns, audiences, and bidding strategies around down-funnel conversion events using privacy-safe targeting (search intent, geographic/demographic, contextual, and first-party retargeting rather than lookalike audiences); manage budget pacing and reallocation across channels based on cost per started and completed application
• Run a continuous testing program across ad creative, audiences and landing pages
• Attribute enrollments to specific channels and campaigns; integrate and reconcile data from ad platforms, external agencies, and affiliate/partner channels
• Build and maintain the paid media performance dashboard (e.g., Looker Studio or Power BI) and deliver a monthly campaign performance report with insights and recommendations to the Director of Marketing
• Analyze and improve conversion rates on campaign landing pages
• Own re-engagement of started-but-incomplete applicants through paid retargeting, in coordination with the Director of Admissions
• Evaluate email campaign and webinar/event performance as lead sources, and feed findings back into paid audience and creative strategy
• Maintain the enrollment marketing dashboard as the team’s source of truth; interpret results and provide insight to support Director-level decision-making and cross-functional alignment

Requirements

• 3+ years of hands-on paid media experience with direct ownership of campaign strategy, execution, and budget, not analysis or coordination alone
• Demonstrated experience optimizing campaigns to down-funnel or offline conversion events (e.g., applications, enrollments, qualified leads), including setting up the tracking to make that possible
• Significant experience with GA4 and tag management, including conversion configuration, dashboard maintenance, and analysis
• Experience with data visualization and reporting tools such as Looker Studio or Power BI
• Working knowledge of conversion rate optimization: landing page testing, funnel analysis, and drop-off diagnosis
• Experience evaluating email nurture/retargeting sequences tied to conversion outcomes
• Strong written, and verbal communication skills; collaborative and comfortable working cross-functionally
• Bachelor’s degree in Marketing, Business, Data Analytics, or a related field, or equivalent demonstrated experience
• Experience working with CRM and enrollment systems such as Slate, Salesforce, or CORE Campus (or ability to learn quickly); higher education or enrollment marketing experience is a plus