• Eigenständige Skalierung von Meta-Kampagnen mit Fokus auf profitabler Neukundenakquise. • Analyse des gesamten Funnels vom ersten Ad-Klick bis zum Checkout. • Entwicklung und Optimierung skalierbarer Direct-Response-Funnels. • Zusammenarbeit mit Direct Response Copy, Creative Strategy und CRO. • Aufbau eines strukturierten Creative-Testing-Frameworks. • Datengetriebene Steuerung anhand von CAC, LTV, und Funnel-Metriken. • Kontinuierliche Markt- und Wettbewerbsforschung.

• Lead paid search strategy and execution: own end-to-end planning, campaign build, and ongoing optimisation across Google Ads and Microsoft Advertising • Scale performance through structured optimisation: manage bid strategies, keyword targeting and audience lists with precision • Run a rigorous experimentation programme: design and execute ongoing A/B tests across ad copy, audience targeting, bidding approaches, and landing pages • Own landing page strategy and testing: partner closely with the Web team to ensure post-click experiences align with ad intent • Work closely with Sales: regularly assess lead quality in partnership with the Sales team • Align with Organic Search: work closely with the Organic team to share keyword intent signals • Own attribution and reporting: measure and communicate the impact of paid search on leads, MQLs, SQLs, pipeline, and revenue • Manage budget with rigour: track and forecast spend, pacing, and efficiency metrics • Stay ahead of the curve: monitor platform developments, algorithm changes, and industry shifts

• Lead Paid Media strategy and execution across channels including Google Ads, Meta (Facebook/Instagram), LinkedIn Ads, Display, YouTube, and Streaming Media • Own campaign performance for assigned accounts, ensuring campaigns align with partner goals such as inquiries, applications, enrollments, and lead generation • Monitor campaign performance and provide clear reporting, insights, and optimization recommendations to partners and internal teams • Identify and execute ongoing testing opportunities across channels, audiences, and creative approaches to improve results • Collaborate with creative, analytics, and account teams to ensure smooth execution and strong campaign performance • Support and mentor junior Paid Media team members while helping maintain high execution standards • Stay informed on Paid Media trends, platform updates, and innovations within higher education marketing

• Build Hubspot landing pages, forms and emails and interpret results of open/click rates • Validate and ensure accuracy of Hubspot lead and deal data • Manage and optimize email banner campaigns via email signature tool • Work alongside agencies and contractors for graphic design and paid media, requesting graphics and handing off assets to paid media contractor • Create email and ad copy with the assistance of Claude and content team • Analyze weekly performance data and surfacing insights to marketing team for fast decision making • Gather and validate data from multiple sources to ensure accuracy and completeness • Experiment with AI tools like Claude to automate repetitive tasks, generate ideas and create marketing assets