Responsibilities

• Paid media strategy and execution
• Plan, launch, manage, and optimize campaigns across Google Ads, Meta, LinkedIn, and other relevant channels.
• Own campaign structure, targeting, bidding, budget pacing, tracking requirements, and ongoing optimization.
• Build monthly media plans aligned with enrollment priorities, historical performance, seasonality, and the applicant decision cycle.
• Allocate spend based on qualified demand, downstream conversion, and acquisition efficiency.
• Maintain a prioritized testing plan for audiences, creative, offers, and landing pages.
• Funnel performance and demand generation
• Monitor the journey from lead generation through application starts, completed applications, and enrollment.
• Identify where prospects drop off and coordinate improvements with the teams responsible.
• Own NAM campaign and audience requirements for nurture initiatives, including segmentation, messaging, and conversion goals.

Requirements

• At least four years of B2C hands-on performance marketing or demand generation experience.
• Demonstrated experience managing paid B2C campaigns targeting U.S. audiences.
• Strong working knowledge of Google Ads and Meta Ads; experience with LinkedIn Ads is a plus.
• Evidence of improving downstream conversion and acquisition efficiency, beyond generating inexpensive leads.
• Experience working with Sales on a considered-purchase journey or a multi-stage conversion funnel.
• Proficiency with HubSpot or a comparable CRM, GA4, campaign attribution, and reporting tools.
• Strong analytical skills and the ability to build realistic plans from historical data.
• Experience briefing creative teams, coordinating vendors, and managing projects across functions.
• Clear communication, reliable follow-through, and comfort raising concerns constructively.

Preferred

• Higher education or adult learner acquisition experience is preferred.