Project Kitty Hawk

Director, Paid Media – Performance Marketing

Project Kitty Hawk

full-time

Posted on:

Location Type: Hybrid

Location: North Carolina • United States

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Salary

💰 $140,000 - $150,000 per year

Job Level

Lead

About the role

  • Manage end-to-end paid media strategy and execution across a full-funnel mix, including: High-intent, down-funnel paid search and conversion-focused campaigns and upper-funnel awareness and demand-generation 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 lead 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.
  • Develop audience strategies that balance reach, intent, and efficiency across the funnel.
  • Continuously refine targeting and segmentation to improve lead quality and conversion performance.
  • Evaluate, test, and scale new paid media platforms, formats, and channels based on program-specific and partner-specific needs.
  • Identify when more targeted or alternative approaches are appropriate to test.
  • Apply a disciplined test-and-learn framework 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 lower overall cost of acquisition.
  • Collaborate with web and CRO teams to improve landing pages, conversion paths, messaging, and forms based on performance data.
  • Support experimentation efforts including A/B testing of creative, landing 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 lead quality, speed-to-lead, and downstream outcomes.
  • Support evaluation of new program opportunities by analyzing search demand, keyword volume, audience intent, and competitive density.
  • Partner with marketing leadership and business development to develop lead 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.

Requirements

  • 7+ years of hands-on experience in paid media and performance marketing, with direct responsibility for strategy, execution, and optimization.
  • Deep expertise in high-intent, down-funnel paid search campaigns and conversion-focused optimization.
  • Proven experience running upper-funnel awareness and demand-generation 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 Google Ads, Microsoft Advertising, Meta, LinkedIn, and additional platforms such as Reddit.
Benefits
  • full medical/dental/vision coverage
  • 401K with match
  • generous time-off policy with paid volunteer time
  • competitive salaries with the potential for performance bonus
  • remote working flexibility
Applicant Tracking System Keywords

Tip: use these terms in your resume and cover letter to boost ATS matches.

Hard Skills & Tools
paid media strategyperformance marketingpaid search campaignsconversion optimizationdemand-generation campaignsgeotargetinggeofencingremarketingretargetingmarket demand analysis
Soft Skills
analytical skillsproblem-solving skillscollaborationcommunicationstrategic planninginsight generationadaptabilityleadershipcross-functional teamworkdata translation