Director, Performance Marketing
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AI Summary
About the Role
Nightingale College is looking for a Director, Performance Marketing to lead the strategy behind how we show up — and grow — in markets across the country. This role sits at the intersection of data and storytelling: you'll dig into enrollment trends, competitive dynamics, and marketing performance to find where our presence needs a spark, then build the data-informed plans that turn things around. You'll also own the daily engine room of our broadcast and media investment — making sure every dollar is working hard, tracked accurately, and pointed at the same goal: helping more learners find their way to Nightingale.
You'll partner closely with the VP of Marketing, the Director of Direct Marketing, and the Director of Creative — bridging big-picture market strategy with the day-to-day execution that makes it real.
What You'll Do
Market Performance & Strategy
- Identify and assess underperforming markets through rigorous analysis of enrollment trends, competitive dynamics, and marketing effectiveness
- Build and execute targeted marketing plans to lift enrollment performance in priority markets
- Own evergreen messaging strategy that builds sustainable, long-term market presence and brand recall
- Partner with Direct Marketing and Creative to align channel execution with market-level strategy
Daily Investment Management
- Drive day-to-day optimization, pacing, and performance across assigned marketing channels and platforms
- Lead recurring business reviews with vendors (multiple times weekly) to surface trends, ROI, and next steps
- Keep channel-level adjustments aligned with broader marketing performance goals
Financial Ownership
- Manage monthly accruals, actuals, spend tracking, and invoice processing in partnership with Finance and Accounts Payable
- Ensure media investments track against forecasted budgets and performance targets
- Maintain rigorous financial accountability across the full paid media portfolio
Performance Reporting & Validation
- Own cross-platform performance validation, ensuring consistency between vendor reports, internal dashboards, and source-of-truth metrics
- Align measurement frameworks to business objectives and standardize reporting methodologies
- Communicate performance insights clearly to senior leadership and cross-functional partners
Optimization & Execution Leadership
- Guide tactical adjustments and execution strategy based on performance trends and shifting market conditions
- Partner closely with agency and platform vendors through frequent performance reviews to evaluate ROI and optimize campaigns
What You'll Bring
Minimum Qualifications
- Bachelor's degree in Marketing, Business, Communications, or a related field (or equivalent experience)
- 7+ years of progressive experience in performance marketing, media buying, or growth marketing
- Demonstrated experience managing significant paid media budgets with direct financial accountability — accruals, reconciliations, pacing
- Strong analytical and data literacy skills, with the ability to turn cross-platform data into actionable strategy
- Experience managing agency and vendor relationships at a strategic level
- Proficiency with CRM platforms and marketing analytics tools
Preferred Qualifications
- Experience in higher education, healthcare, or other mission-driven organizations
- Familiarity with enrollment marketing or learner acquisition funnels
- Experience with Salesforce CRM and UTM/attribution tracking systems
- Graduate degree in a related field (Master's preferred)
Why Nightingale
Nightingale isn't just a marketing team chasing metrics — we're a high-impact community working to open doors for learners who are ready to change their lives through nursing education. Every campaign you optimize and every market you revitalize connects directly to real people finding their path into healthcare careers. You'll bring strategic rigor and financial discipline to work that genuinely matters, alongside collaborative leaders who value clear thinking, honest communication, and Evolvitude™ — our shared commitment to continuous learning and adaptive growth.
All new hires are required to attend New Collaborator Orientation (NCO) in Salt Lake City, Utah. The College will cover travel, lodging, and other accommodations.
Nightingale’s commitment to diversity and inclusion is reflected both in our learners and collaborators because we believe the best outcomes for learners from underserved and diverse populations are achieved through collaborators with similar backgrounds and cultures. Nightingale Education Group is an equal opportunity employer.
Our Mission (not just words on the wall, we live it, love it, and daily contribute to it): With the primary focus on higher learning in healthcare professions, Nightingale Education Group contributes to elevating education, health, and employment systems through facilitation of academic achievement, personal growth, and professional development of its learners, alumni, and collaborators, while serving diverse communities.
At Nightingale Education Group, our Innovative Education model helps transform rural health landscapes through our blended-distance learning platform. Every person involved with Nightingale Education Group helps to change the lives of our learners, our communities, and ultimately the world by adding to the quality of healthcare. We are proud to have graduated nearly 5,000 nurses serving communities in need. We are serious about our outcomes and have a little bit of fun getting there.
The professional and personal development of our learners and our collaborators is our company’s foundation. Not only do we develop strategies that promote a positive work-life integration, but we also create an environment that invites you to become an expert in your field, be it through higher education or professional development. Put simply, we elevate employment, elevate health, and elevate education. We’re so happy that you’ve found us!
Employment is contingent upon successful completion of a background check and drug screen.
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