Specialist, Performance Marketing

Job Title - Specialist, Performance Marketing

This position is also known as: Paid Search Manager, Paid Search Specialist; SEM Specialist; Performance Marketing Specialist; Digital Marketing Specialist

Position Summary

We are seeking a detail-oriented and analytical Specialist, Performance Marketing to support paid search campaigns driving adoption of educational products and new student enrollment. This role will be responsible for the day-to-day execution, monitoring, optimization support, and reporting of paid search campaigns across multiple markets.

Reporting to the Principal, Performance Marketing, this position will work closely with internal stakeholders and agency partners to ensure campaigns are executed efficiently, performance goals are achieved, and optimization opportunities are identified. The ideal candidate has a strong foundation in paid search, a passion for data-driven marketing, and a desire to continue developing expertise across performance marketing disciplines.

Key Responsibilities

Campaign Execution & Management

• Support the execution and ongoing management of paid search campaigns across Google Ads, Microsoft Ads, and SA360.
• Implement campaign updates, ad copy changes, audience targeting adjustments, budget modifications, and other optimization recommendations.
• Monitor campaign performance daily and identify performance trends, issues, or opportunities.
• Conduct keyword research, search query analysis, and competitive monitoring.
• Support campaign launches, promotions, enrollment season initiatives, and market-specific programs.
• Ensure campaign settings, budgets, and targeting configurations are accurately maintained.

Optimization & Testing

• Assist in the execution of testing initiatives across ad copy, bidding strategies, audiences, landing pages, and campaign structures.
• Proactively analyze campaign data and provide recommendations to improve enrollment volume, conversion rates, and efficiency.
• Support ongoing optimization efforts to improve Cost per Enrollment (CPE) and overall return on investment.
• Stay informed on search platform updates, new features, AI-driven capabilities, and industry best practices.

Reporting & Analytics

• Prepare recurring campaign reports and performance summaries.
• Analyze campaign performance and communicate key insights to team members and stakeholders.
• Monitor pacing and budget delivery to ensure media investments remain aligned with enrollment goals.
• Validate campaign tracking and reporting accuracy.
• Assist with forecasting, trend analysis, and performance investigations.

Agency & Cross-Functional Support

• Collaborate with agency partners to ensure timely implementation of campaign updates and optimizations.
• Participate in campaign reviews and performance discussions.
• Partner with Analytics, Enrollment, Marketing, and Digital teams to support business objectives.
• Coordinate campaign assets, creative approvals, and implementation requirements across stakeholders.

Operational Excellence

• Perform quality assurance checks to ensure campaigns, tracking, and reporting are functioning correctly.
• Maintain organized campaign documentation, testing logs, and performance records.
• Support process improvement initiatives that increase efficiency and campaign effectiveness.
• Assist in identifying automation opportunities that improve workflows and reporting.

Qualifications

Required

• 3-6 years of hands-on experience managing Paid Search (SEM) campaigns.
• In-depth experience with Google Ads and Google Analytics.
• Familiarity with bid management platforms such as SA360 is preferred.
• Experience analyzing campaign performance data and making optimization recommendations.
• Strong analytical and problem-solving skills.
• Excellent attention to detail and organizational skills.
• Proficiency with Excel and performance reporting tools.
• Strong written and verbal communication skills.

Preferred

• Experience with Microsoft Ads.
• Exposure to Paid Social, Display, Programmatic, or other digital media channels.
• Experience in lead generation, education, healthcare, financial services, or other performance-driven industries.
• Familiarity with tagging, tracking, and attribution concepts.
• Experience leveraging AI-powered tools to improve marketing workflows and campaign performance.

Key Competencies

• Paid Search Fundamentals
• Campaign Management
• Performance Analysis
• Data Interpretation
• Quality Assurance
• Problem Solving
• Attention to Detail
• Time Management
• Communication
• Collaboration
• Continuous Learning
• Digital Marketing