OverviewPaid Media Lead
Reports to:Director, Channel MarketingScope:Paid media strategy alignment, agency relationship management, performance oversight, and enrollment-focused channel stewardship
Role Summary
The Paid Media Lead is the internal owner of paid media performance across EIMs portfolio of university partners and programs. This role does not execute campaignsdirectly, butinstead serves as the strategic liaison between EIM and its paid media agency partner, ensuring campaigns are aligned to enrollment goals, program strategy, and performance expectations.
This individualis responsible fortranslating business goals, audience insights, messaging priorities, and enrollmentobjectivesinto clear strategic direction for the agency while holding external partners accountable for optimization, reporting, and performance outcomes. The role sits at the intersection of channel strategy, product marketing, enrollment forecasting, and operational execution.
The Paid Media Lead must be highly analytical, proactive, and outcome-oriented, with the ability to connect marketing performance to enrollment impact and communicate recommendations clearly across stakeholders.
Responsibilities
Paid Media Strategy & Performance Oversight
Monitor channel performance against key KPIs including CPL, lead quality, application conversion, and enrollment contribution
Identifyperformance trends, risks, and optimization opportunities, bringing strategic recommendations to internal stakeholders and agency partners
Translate agency reporting into clear, enrollment-focused insights and narratives for business leaders, PMMs, and senior leadership
Agency Relationship Management
Lead recurring agency performance and optimization meetings, driving accountability, decisions, and follow-through
Ensure agency partners receive complete andaccurateprogram context including audience insights, positioning, enrollment targets, creative direction, and launch timelines
Hold agency accountable to agreed optimization cadences, testing strategies, reporting standards, and performance expectations
Budget & Channel Stewardship
Partner with the Director, Channel Marketing to manage budget allocation across channels, programs, and enrollment priorities
Support strategic channel planning and recommendations across paid search, paid social, display, video, and emerging channels
Cross-Functional Collaboration
Qualifications
Required
3 6 years of experience in paid media, performance marketing, growth marketing, or digital marketing
Preferred
