Paid Media Specialist (Remote)

Position Summary:

The Paid Media Specialist reports to the Manager of Growth & Performance and will be responsible for campaign strategy, execution, and optimization across Google Ads, and other varying paid media channels while working closely with enrollment and creative teams to ensure campaigns align with program goals and university brand standards.

In this role, the Paid Media Specialist will manage performance marketing campaigns that connect prospective students with our programs by working to optimize every stage of the marketing funnel from search intent to lead conversion.

Starting Salary: $68,000 annualized, Full-Time, Exempt.

Benefits Plans Include: Medical/Prescription, Dental, Vision, Health Care & Dependent Care Flexible Spending Accounts, Voluntary Life and AD&D, Voluntary Benefit Plans: Accident, Critical Illness, or Hospital Indemnity Insurance, Legal Plan, Transportation Spending Account, Employee Tuition Waiver.

Minimum Qualifications:

Education: Bachelor's degree from an accredited college or university in marketing is required.

Experience: Two - Four (2 - 4) years of experience in marketing, preferably in higher education, with hands-on experience managing Google Ads campaigns, including Search, and Performance Max, with a proven track record of driving measurable lead generation and enrollment results. They should demonstrate success in optimizing campaigns to meet key performance goals such as Cost Per Lead, Cost Per Application, and Return on Ad Spend. A strong ability to analyze data, extract insights, and translate findings into actionable marketing strategies. Experience working collaboratively across creative, web, and enrollment teams to ensure paid media efforts align with broader institutional marketing objectives.

Certifications, Licenses, etc.: None.

Skills:

• Proficient computer skills with Microsoft Office, especially Word, Excel and PowerPoint

• Google Ads (Search, Performance Max)

• Google Ads Editor and Keyword Planner

• Bid strategy optimization and budget pacing

• A/B testing and landing-page experimentation

• Conversion tracking and attribution modeling

• Data visualization tools (Tableau)

• Excel/Google Sheets (pivot tables, formulas, reporting automation)

• Audience research and intent-based segmentation

• Copywriting for lead generation and conversion optimization

• Understanding of student enrollment funnels from inquiry to application to enrollment

• Campaign forecasting, pacing, and budget allocation

• Collaboration with creative and enrollment marketing teams

• Competitor and keyword landscape analysis

• Strong grasp of CPL, CPA, and ROAS optimization

Duties & Responsibilities:

Reasonable accommodations may be made to enable individuals with disabilities to perform essential functions.

• Develop, execute, and optimize Google Ads campaigns (Search & Performance Max) to drive inquiries and student leads

• Conduct in-depth keyword research and audience segmentation focused on degree programs and learner intent

• Write and test ad copy that speaks to student motivations, differentiators, and outcomes

• Manage budgets, pacing, and bidding strategies to meet Cost Per Lead, Cost Per Application and Cost Per Start goals

• Assist with set up and maintenance of accurate conversion tracking

• Partner with creative teams to test new ad variations, video assets, and landing pages

• Analyze performance data, report insights, and recommend actionable optimizations to improve lead quality and conversion rates

• Collaborate with enrollment and web teams to ensure a seamless lead-to-enrollment process

Supervisory Responsibility:

Direct Reports: None.

Indirect Reports: None.

Contact Responsibility:

Internal: Interacts with supervisor to receive direction and instructions and/or review of work results.

External: Interacts with advertising agencies, and vendors to develop and maintain strategic, long-term partnerships.

Primary Work Location, Hours & Travel Requirements:

Office Location: Remote.

Work Hours: Standard office hours, with occasional need to work evenings/weekends.

Travel: None.