Lead Specialist, Performance Marketing

Job Title - Lead Specialist, Performance Marketing 

This position is also known as: Senior Paid Search Manager; Lead SEM Specialist; Lead Performance Marketing Specialist; Paid Search Lead

Position Summary

We are seeking a highly analytical and results-driven Lead Specialist, Performance Marketing to lead the day-to-day execution and optimization of paid search initiatives supporting the adoption of educational products and new student enrollment. This role will be responsible for operational excellence across search campaigns, driving performance improvements, managing internal team and agency execution, and delivering actionable insights that support enrollment and efficiency goals.

Reporting to the Principal, Performance Marketing, this position will serve as the primary owner of paid search campaign management and optimization, working closely with agency partners, Analytics, Enrollment, Finance, and Marketing stakeholders. The ideal candidate combines people leadership and deep hands-on search expertise with a strong analytical mindset and a passion for continuous testing and optimization.

Key Responsibilities

Search Strategy & Execution

• Serve as the day-to-day owner of Paid Search programs across Google Ads, Microsoft Ads, SA360, and other search platforms.
• Execute and optimize campaigns designed to drive product adoption, student applications, and enrollments while meeting cost efficiency goals.
• Translate strategic direction from the Principal, Performance Marketing into campaign plans, testing initiatives, and optimization recommendations.
• Monitor campaign performance daily and proactively identify opportunities to improve volume, conversion rates, and cost efficiency.
• Manage keyword expansion, audience targeting, bidding strategies, ad copy testing, and campaign structure improvements.
• Lead ongoing search query analysis and optimization efforts to maximize qualified traffic and enrollment outcomes.
• Maintain deep expertise in evolving search trends, automation capabilities, AI-driven bidding, and platform best practices.

People, Agency & Vendor Management

• Manage internal subject matter experts and paid media agency to deliver flawless campaign execution
• Review agency recommendations and validate strategic and tactical decisions using performance data.
• Hold agency partners accountable for campaign quality, reporting accuracy, and performance outcomes.
• Coordinate the implementation of new platform features, beta opportunities, and testing initiatives.

Optimization, Testing & Innovation

• Develop and manage a robust testing roadmap across campaigns, audiences, creative messaging, landing pages, bidding approaches, and automation strategies.
• Conduct rigorous A/B testing and performance analysis to identify scalable opportunities for growth.
• Utilize AI-enabled tools and platform capabilities to improve campaign efficiency and workflow effectiveness.
• Partner with website and marketing stakeholders to support landing page optimization initiatives and improve conversion performance.

Analytics & Performance Management

• Analyze campaign performance and provide actionable recommendations to improve volume, efficiency, and return on investment.
• Create recurring performance reports and dashboards highlighting key trends, risks, and opportunities.
• Ensure campaign tracking, tagging, and measurement frameworks are functioning properly and producing accurate data.
• Collaborate with Analytics teams to validate performance reporting and support attribution and measurement initiatives.
• Assist with forecasting, spend pacing, and budget allocation recommendations.

Cross-Functional Collaboration

• Partner with Analytics, Finance, Enrollment, Marketing, and Digital COE teams to align campaign strategy with business objectives.
• Communicate performance insights and recommendations clearly to both technical and non-technical stakeholders.
• Support enrollment planning discussions by providing performance projections, market insights, and search demand trends.
• Contribute to broader performance marketing initiatives and support campaigns across additional digital channels as needed.

Qualifications

Required

• 7+ years of hands-on experience managing Paid Search (SEM) campaigns.
• Expert-level experience with Google Ads and SA360; Microsoft Ads experience preferred.
• Demonstrated success managing large-scale search programs with measurable performance goals.
• Strong understanding of conversion optimization, attribution, bidding strategies, audience targeting, and campaign measurement.
• Experience managing agency relationships and collaborating with cross-functional stakeholders.
• People management, leadership, and development experience
• Strong analytical skills with the ability to interpret data and translate insights into action.
• Experience with web analytics and tracking platforms, including Google Analytics and tag management solutions.
• Advanced proficiency in Excel and performance reporting tools.
• Excellent communication and presentation skills.

Preferred

• Experience managing campaigns with varying goals across multiple geographies, markets, or business units.
• Working knowledge of Paid Social, Programmatic, Online Video, or other performance media channels.
• Experience supporting education, lead generation, healthcare, financial services, or other complex demand generation businesses.
• Familiarity with Marketing Mix Modeling (MMM) concepts and advanced measurement methodologies.
• Experience leveraging AI tools to improve campaign management, reporting, and optimization workflows.

Key Competencies

• Paid Search Expertise
• Data Analysis & Optimization
• Performance Marketing
• Agency Management
• Campaign Execution
• Testing & Experimentation
• Strategic Thinking
• Cross-Functional Collaboration
• Communication & Storytelling
• Problem Solving
• Attention to Detail
• Project Management