Marketing - Sr. Manager, Paid Media and Paid Search

Opportunity

The Senior Manager, Paid Media and Paid Search, reports to the Senior Director of Paid Media and is responsible for driving inquiries and transactions that generate new student enrollments. This role demands strong ownership and accountability for delivering optimal performance to support session recruitment objectives while demonstrating leadership across cross-functional teams and vendor partnerships. The Senior Manager serves as the strategic lead for all Paid Search campaigns, managing budgets, account configurations, media trafficking, and channel reporting. They co-develop strategy within the Paid Search channel, achieving measurable business results.

In addition to technical expertise, the Senior Manager is a key contributor to broader marketing initiatives, demonstrating leadership qualities to support the marketing team’s success. This role requires a balance of tactical execution, strategic vision, and the ability to influence and inspire collaboration across departments.

Responsibilities

Strategic Leadership

• Develop and implement Paid Search strategies to support enrollment and revenue targets, including session based recruitment objectives, adapting to evolving business needs and industry trends.
• Provide thought leadership in optimizing campaign performance and developing innovative solutions to meet recruitment objectives.
• Partner with analytics, admissions, IT, and external vendors to ensure strategic alignment and seamless execution of marketing initiatives.

Campaign Management

• Oversee optimization and daily investment management of Paid Search campaigns using Search Ads 360.
• Ensure all campaigns are executed on time and within budget, regularly assessing performance metrics and providing actionable recommendations for improvement.

Vendor and Resource Management

• Manage day-to-day oversight and optimization of third-party and agency resources to maximize campaign performance, ensuring external partnerships align with institutional goals.
• Maximize strategic partnership opportunities, negotiate contracts, manage MSAs/SOWs, and ensure vendor accountability to deliver high-quality results.

Data-Driven Decision-Making

• Utilize exceptional analytical skills to develop financial and business planning models that align with organizational fiscal goals.
• Monitor and refine conversion pipelines, including experience with Google Conversions API and offline conversion data integration to enhance automated bidding strategies.

Cross-Functional Collaboration

• Understand and align Paid Media efforts with critical touchpoints in the student lifecycle, partnering with Admissions to enhance the digital experience and ensure strategic alignment and quality control. Partner with IT for seamless campaign execution.
• Ensure campaigns align with internal CRM systems and channel measurement dependencies, providing seamless operational integration.

Continuous Improvement

• Stay ahead of industry trends and best practices, bringing innovative ideas to elevate campaign performance and team effectiveness.
• Mentor and support team members, fostering a collaborative culture that prioritizes excellence and innovation.

Additional Responsibilities

• Complete other duties as assigned to contribute to the success of the marketing team and organizational goals.

Qualifications

Critical features of this job are described under Essential Duties and Responsibilities. They may be, however, subject to change at any time due to reasonable accommodation or other reasons. To perform this job successfully, an individual must be able to perform each essential duty satisfactory.  Below are the minimum requirements of the education, experience, knowledge, and skills required to competently perform in this position. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

• Bachelor’s degree required; advanced degrees or certifications in marketing, analytics, or related fields are a plus.
• 5+ years of experience in Paid Media, with a minimum of 3 years optimizing and managing Paid Search accounts.
•  Technical management within Google Marketing Platform, Campaign Manager, and Search Ads 360 within a recent role is a requirement for this position.
• Direct experience in new customer acquisition accounts is required; experience in the education sector is highly desirable.
• Proficiency in Paid Media Campaign Management, Budgets, Bids, Ad Trafficking, and Bulksheets.
• Hands-on experience with Google Conversions API and offline conversion pipeline integration to enhance automated bidding capabilities.
• Proven ability to articulate a vision, motivate teams, and drive cross-functional collaboration.
• Strong leadership presence with a track record of building and influencing high-performing teams and vendor relationships.
• Demonstrated history of developing data-driven financial and business planning models to achieve organizational goals.
• Exceptional analytical skills with the ability to interpret complex data and provide strategic recommendations.
• Strong written and verbal communication skills, with the ability to present complex concepts clearly to diverse audiences.
• Approaches collaboration with a solutions-focused mindset, consistently seeking ways to add value for students and the organization.