Lead Specialist, Performance Marketing

This is a fully remote position, open to applicants in New Jersey.

📋 Description

• Take ownership of daily Paid Search initiatives across Google Ads, Microsoft Ads, SA360, and various search platforms.

• Implement and refine campaigns aimed at enhancing product adoption, increasing student applications, and boosting enrollments.

• Convert strategic goals into campaign plans, testing strategies, and optimization advice.

• Track performance on a daily basis, enhancing volume, conversion rates, and cost-effectiveness.

• Oversee keyword expansion, audience targeting, bidding strategies, ad copy testing, and campaign organization.

• Conduct search query analysis and optimization efforts.

• Manage internal subject matter experts and the execution of paid media agencies.

• Evaluate agency recommendations and hold agency partners accountable for quality, reporting, and results.

• Coordinate platform features, beta opportunities, and testing initiatives.

• Create and oversee testing roadmaps across campaigns, audiences, creative assets, landing pages, bidding, and automation.

• Perform A/B testing and analyze performance.

• Leverage AI-enabled tools and platform features to enhance efficiency and workflows.

• Assist with landing page optimization and conversion performance.

• Analyze campaign outcomes and deliver actionable insights.

• Generate recurring performance reports and dashboards.

• Ensure that tracking, tagging, and measurement frameworks operate correctly.

• Collaborate with the Analytics team on reporting, attribution, and measurement.

• Aid in forecasting, spend pacing, and budget distribution.

• Collaborate with Analytics, Finance, Enrollment, Marketing, and Digital COE teams.

• Communicate findings and recommendations to both technical and non-technical audiences.

• Support enrollment planning by providing projections, market insights, and trends in search demand.

• Contribute to wider performance marketing efforts and other digital channels as required.

⛳️ Requirements

• Over 7 years of hands-on experience in managing Paid Search (SEM) campaigns.

• Mastery of Google Ads and SA360.

• Proven track record of managing extensive search programs with measurable performance objectives.

• Deep understanding of conversion optimization, attribution, bidding strategies, audience targeting, and campaign measurement.

• Experience in managing agency relationships and working collaboratively with cross-functional teams.

• Experience in people management, leadership, and team development.

• Strong analytical abilities with a knack for translating insights into actionable steps.

• Familiarity with web analytics and tracking platforms, such as Google Analytics and tag management solutions.

• Advanced skills in Excel and performance reporting tools.

• Exceptional communication and presentation skills.

• Preferred experience with Microsoft Ads.

• Preferred: background across various geographies, markets, or business units.

• Preferred: working knowledge of Paid Social, Programmatic, Online Video, or other performance media channels.

• Preferred: experience in sectors such as education, lead generation, healthcare, financial services, or complex demand generation businesses.

• Preferred: knowledge of Marketing Mix Modeling concepts and advanced measurement methodologies.

• Preferred: experience utilizing AI tools for campaign management, reporting, and optimization.

🏝️ Benefits

• Eligibility for an annual incentive program.

• Benefits provided by Pearson (linked in the posting).