• Deploy and manage marketing ICP programmatic & ABM campaigns across digital channels, including display, native, paid social, and video. • Implement post-click testing strategies by building and optimizing based on a test, measure, learn closed-loop approach. • Analyze ad and landing page data to suggest ad and web optimizations to achieve conversion, CPA, and ROAS targets.

• Own paid social end to end and be trusted to turn ad spend into real student and family outcomes. • Set the paid social strategy, managing meaningful budgets, and deciding where and how to invest for sustainable growth. • Work closely with creative, data, product, and brand partners to shape messaging, testing roadmaps, and channel expansion. • Experiment along with continuous testing across audiences, creative, formats, and funnel stages. • Prepare and present regular performance readouts and strategic recommendations to senior leadership, translating complex data into clear business insights. • Conduct deep-dive analyses linking paid social spend to final enrollment outcomes, focusing on the quality and velocity of leads delivered to the counseling team.

• Own campaign theme brainstorming, validation, and narrative development, turning high-level company goals into compelling cross-channel campaigns. • Define measurable campaign objectives, KPIs, and budgets, ensuring alignment with leadership and revenue marketing priorities. Run pre-launch readouts, monitor campaign performance mid-flight, and drive weekly reporting and optimization. • Collaborate with product marketing to refine ICPs, personas, and audience segments; build unified campaign stories anchored in audience pain points and mapped across the buyer journey. • Partner with creative leads and content owners to shape the campaign’s look, feel, and cornerstone assets, ensuring cohesive narratives across all touchpoints. • Coordinate with channel leads, sales enablement, operations, and leadership to align on promotion plans, enablement materials, and campaign readiness. • Lead campaign build check-ins, QA infrastructure (tracking, attribution, CRM setup), and oversee launch readiness with all stakeholders. • Deliver post-mortems and campaign look backs to capture ROI, wins, misses, and lessons that inform future campaigns.

• Own and scale our paid social channels (Meta, LinkedIn, CTV), managing an $40+ million budget and channel strategy to achieve monthly cost, volume, and efficiency targets • Build a high-velocity creative and experimentation engine; develop a systematic process for generating, launching, and testing new ad concepts, audiences, and campaign structures • Partner cross-functionally with design, content, marketing analytics, product marketing, and revenue operations to strengthen top-to-bottom funnel performance • Deliver robust reporting, forecasts, and insights, evaluating channel health daily through annually and translating data into actionable decisions • Shape new landing pages, conversion flows, and full-funnel touchpoints to maximize conversion and supplement your acquisition programs • Stay ahead of the rapidly evolving paid social landscape, including platform changes, privacy shifts, creative best practices, and emerging AI capabilities- -with special attention to HIPAA-relevant updates