Director of Paid Search (Higher Education Division) - AI-Powered Marketing Cloud
Job Description
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We’re looking for a strategic, data-driven Director of Paid Search to support a Higher Education division of our search team. You’ll be responsible for shaping paid search strategy across EDU clients, ensuring best-in-class execution, and driving measurable business outcomes.
This role requires a balance of strategic vision and hands-on management. You’ll be responsible for guiding client strategy, overseeing performance, and ensuring flawless execution of paid search campaigns from end to end.
Client Strategy & Leadership
- Translate client business goals into full-funnel search strategies across Google and Microsoft Ads
- Lead account planning including budget allocation, forecasting, audience strategy, and testing roadmaps
- Identify performance opportunities and risks, proactively recommending optimizations and growth strategies
- Serve as a strategic lead in client conversations, QBRs, and performance reviews
Performance Ownership
- Oversee end-to-end execution of paid search campaigns, including account setup, budget pacing, optimization, and reporting
- Accountable for enrollment performance outcomes and KPIs such as CPL, CPE, CPS, and overall efficiency
- Establish testing frameworks and innovation pipelines to continuously improve results
- Oversee account structure, bidding strategies, audience layering, and automation approaches
- Ensure consistent use of measurement best practices, attribution models, and conversion tracking
- Drive adoption of new betas, AI-driven features, and automation tools
Analysis & Reporting
- Partner with analytics and ops teams to improve reporting, automation, and scalability
- Monitor industry trends, platform changes, and competitive landscape
- Deliver clear, data-driven performance reports and insights to clients, diving into the “why” behind the data
- Recommend testing strategies, budget allocation shifts, and bid strategy adjustments based on performance trends
- Ensure accuracy, consistency, and timeliness of reporting
Qualifications
- 8-12+ years of relevant paid search experience
- Hands-on experience managing monthly budgets of $500k+
- Experience optimizing to full funnel outcomes for EDU clients, such as CPE and CPS
Preferred but not required
- Skai experience
- Google Ads Certifications is a plus
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