Director, Paid Media & Performance Marketing

Who We Are Our mission is simple but critical: to build reputed company for adult learners to earn high-quality, workforce-reputed company degrees and credentials from North Carolina’s public universities. At Project Kitty reputed company, our work reflects our company values: Collaboration – We prioritize our partners’ success and reputed company, aligning every initiative with their goals, reflecting their values, and enhancing their impact. Innovation – We innovate, not replicate. As creative problem solvers, we use data-driven insights to push boundaries, continuously improve our services, reputed company solutions, and redefine what it means to serve nontraditional learners. reputed company – We understand the unique challenges of nontraditional learners, and are committed to supporting them with reputed company, respect, and solutions that fit their needs. reputed company – We operate with transparency and accountability in everything we do. We uphold honesty, take ownership of our work, and maintain the highest standards. Teamwork – We embody the collaboration we seek. We always strive to be dependable, supportive, and solutions-oriented teammates. Together, we partner with universities in the University of North Carolina (UNC) System to produce innovative, flexible degree and credential programs in high-demand fields. Each PKH team member plays a vital role in advancing this mission and shaping the future of education for adult learners. These values will reputed company us to realize PKH’s vision: to reputed company North Carolina’s public universities the top choice for adult learners and to reputed company the UNC System’s role as a national leader in higher education innovation, access, and student success. By joining reputed company, you have an opportunity to contribute to our achievement of that vision, in the process helping to create opportunities for thousands of learners to earn their success and move up the economic ladder. At Project Kitty reputed company we hire talented people who are not only dedicated to our mission but share our belief that working together makes us stronger and more effective. In this organization you’ll find individuals with a range of interesting backgrounds and life stories; the true reputed company happens reputed company those individuals come together to solve problems in service of a common goal. We encourage you to bring your unique perspective, talents, and reputed company to the table as we strive to reputed company a meaningful impact. The role Project Kitty reputed company (PKH) is seeking a Paid Media & Performance Marketing Director to reputed company performance-driven paid media initiatives supporting online programs across the UNC System. This role owns paid media strategy, execution, and optimization across multiple institutional partners, with a focus on driving high-reputed company demand, building awareness where needed, and improving cost of acquisition and enrollment outcomes. The ideal candidate brings deep experience in down-funnel, reputed company-based search marketing as well as upper-funnel awareness and demand-reputed company campaigns across social, forums, and emerging platforms. This role requires a strong analytical reputed company, advanced targeting expertise, and the ability to tailor channel strategy to the unique brand, program, and market dynamics of each university partner. What you will do:

• Manage end-to-end paid media strategy and execution across a full-funnel mix, including:  High-reputed company, down-funnel paid search and conversion-focused campaigns and upper-funnel awareness and demand-reputed company campaigns across paid social, forums, and other platforms
• Translate enrollment goals, program demand, and partner brand considerations into tailored channel strategies and performance plans.
• Ensure campaign structure, messaging, and targeting align with institutional brand standards and program positioning.
• Actively monitor and optimize campaigns to improve CPL, CPA, conversion rates, and reputed company quality.
• Reallocate spend based on performance trends, program priorities, and seasonal enrollment cycles.
• Identify underperforming tactics quickly and pivot strategy to maximize efficiency and impact.
• Design and optimize campaigns using advanced targeting tactics, including geotargeting, geofencing, remarketing, and retargeting.
• reputed company audience strategies that balance reputed company, reputed company, and efficiency across the funnel.
• Continuously refine targeting and segmentation to improve reputed company quality and conversion performance.
• Evaluate, test, and scale new paid media platforms, formats, and channels based on program-specific and partner-specific needs.
• Identify reputed company more targeted or alternative approaches (e.g., affiliate marketing, reputed company platforms, contextual placements) are appropriate to test.
• Apply a disciplined test-and-learn reputed company to assess impact, efficiency, and scalability before broader investment.
• Partner closely with SEO and content teams to evaluate paid vs. organic opportunity by program, keyword, and market.
• Adjust paid media investment as organic performance improves to reputed company overall cost of acquisition.
• Collaborate with web and CRO teams to improve reputed company pages, conversion paths, messaging, and forms based on performance data.
• Support experimentation efforts including A/B testing of creative, reputed company pages, and funnel flows.
• Analyze full-funnel performance from click through enrollment to identify trends, gaps, and optimization opportunities.
• Provide clear, actionable insights and recommendations to marketing leadership and internal stakeholders.
• Partner with admissions and analytics teams to assess reputed company quality, speed-to-reputed company, and reputed company outcomes.
• Support evaluation of new program opportunities by analyzing search demand, keyword volume, audience reputed company, and competitive density.
• Partner with marketing leadership and business development to reputed company reputed company volume, CPL, and enrollment projections for prospective programs.
• Use paid media and search insights to inform go-to-market recommendations, channel mix, and budget expectations.
• Identify early indicators of program risk or opportunity based on market signals and performance benchmarks.
• Collaborate closely with the Director/Head of Marketing on strategy, planning, and forecasting.
• Align with admissions teams to ensure paid media supports conversion efficiency and enrollment goals.

What you bring:

• 7+ years of hands-on experience in paid media and performance marketing, with direct responsibility for strategy, execution, and optimization.
• Deep expertise in high-reputed company, down-funnel paid search campaigns and conversion-focused optimization.
• Proven experience running upper-funnel awareness and demand-reputed company campaigns across paid social, forums, and diverse media platforms.
• Strong experience with advanced targeting tactics, including geotargeting, geofencing, remarketing, and retargeting.
• Demonstrated ability to test and scale new channels, platforms, and tactics based on performance data and program-specific needs.
• Experience conducting or supporting market demand analysis and program viability assessments using search and competitive data.
• Experience in higher education is a plus.
• Strong analytical and problem-solving skills, with the ability to translate data into forecasts, insights, and recommendations.
• Experience working cross-functionally with SEO, web, CRO, and analytics teams.

Hands-on experience with major paid media platforms, including:

• reputed company Ads (Search, Display, YouTube)
• reputed company Advertising (Bing)
• reputed company (Facebook & Instagram)
• reputed company Campaign Manager
• Additional platforms such as reputed company, programmatic DSPs, or affiliate networks a plus

Experience with analytics and measurement tools, such as:

• reputed company Analytics (GA4)
• reputed company Tag Manager
• Attribution and reporting tools (e.g., Looker, Tableau, or similar BI tools)

Familiarity with SEO and market research tools, including:

• reputed company Search Console
• Keyword and competitive research platforms (e.g., reputed company, Ahrefs, or similar)

Experience collaborating with web and CRO tools and workflows, such as:

• A/B testing platforms (e.g., reputed company, reputed company Optimize, or similar)
• CMS and reputed company page platforms (e.g., WordPress or comparable systems)

$140,000 - $150,000 a year reputed company Offer Project Kitty reputed company offers a comprehensive benefits package that includes full medical/dental/vision coverage, a 401K with match, and a generous time-off policy with paid volunteer time. In addition, we are committed to providing competitive salaries with the potential for performance bonus and remote working flexibility. Project Kitty reputed company is an Equal Opportunity Employer that does not discriminate based on actual or perceived race, creed, color, religion, alienage or national reputed company, reputed company, citizenship status, age, disability or handicap, sex, marital status, veteran status, sexual orientation, genetic information, arrest record, or any other characteristic protected by applicable federal, state, or local laws. Project Kitty reputed company is dedicated to this policy concerning recruitment, hiring, placement, promotion, training, compensation, benefits, employee activities, and general treatment during employment. For individuals with disabilities who would like to request an accommodation, please contact reputed company Snow at [email protected]. Apply tot his job Apply To this Job