Own and lead the end-to-end paid media strategy across Meta (Facebook/Instagram) and Google (Search, Display, YouTube)
Develop, execute, and scale paid acquisition programs aligned to enrollment, lead-generation, and ROI objectives
Partner closely with the VP of Marketing to define paid media priorities, performance benchmarks, budget allocation, and testing roadmaps
Directly build, launch, and manage paid campaigns within Meta Ads Manager and Google Ads
Design campaign structures optimized for funnel stages, audience segmentation, and conversion performance
Lead creative testing strategy across messaging, formats, placements, and audience targeting, coordinating creative needs with internal stakeholders
Monitor campaign performance daily and execute ongoing optimization to improve: Cost per lead (CPL), Cost per acquisition (CPA), Lead quality, Conversion rates, Return on investment (ROI)
Manage budget pacing, scaling strategies, bid adjustments, and audience refinement across platforms
Oversee paid media tracking infrastructure to ensure accurate attribution and conversion integrity
Provide regular performance updates, insights, and strategic recommendations to the VP of Marketing
Collaborate with the Marketing Analyst to interpret reporting and uncover deeper insights

Minimum of 5 years of experience managing and scaling paid media campaigns across Meta and Google platforms
Advanced proficiency in: Meta Ads Manager and Business Manager
Meta Conversion API (CAPI)
Google Ads and Google Tag Manager
CRM platforms such as HubSpot or equivalent
Strong understanding of conversion tracking, attribution modeling, and funnel-based acquisition strategies
Proven ability to scale campaigns while maintaining cost efficiency and lead quality
Excellent communication, collaboration, and leadership skills
Highly organized, analytical, and comfortable operating in a fast-paced environment

Digital Paid Media Director

Key skills