Job DescriptionJob Title: Head of Online Performance, North America
Reports to: Director of Marketing, North America
Location: Remote, U.S.
Travel Requirements: Occasional travel required
Salary: $110,000
About The RoleWe're looking for a strategic and data-driven Head of Online Performance to join the North America Marketing team. Reporting to the Director of Marketing, this role will oversee and lead the digital marketing efforts across a portfolio of schools with a strong focus on driving enrollment growth, lead quality, and measurable pipeline performance.
The Head of Online Performance will oversee regional digital acquisition initiatives across paid media, SEO, analytics, attribution, and conversion optimization, while managing external agency partnerships to ensure campaigns are aligned with regional enrollment and retention goals. The successful candidate will bring a strong balance of strategic thinking, analytical expertise, and performance-driven execution.
The ideal candidate has the ability to operate strategically within a fast-paced, matrixed regional organization while influencing senior stakeholders across marketing, admissions, school leadership, and external partners. This candidate will bring a strategic vision to digital marketing initiatives, be comfortable with data analysis and reporting. This position will be remote with some travel required.
Key Responsibilities:Digital Strategy Leadership:- Develop and lead a high-performing regional digital performance marketing strategy focused on driving enrollment growth, lead quality, and measurable pipeline contribution across all schools within the North America region.
- Monitor emerging digital trends, evolving parent behaviors, competitor activity, and platform innovations to develop strategic recommendations that strengthen regional enrollment performance and align with ISP strategies while addressing individual school growth priorities where required.
Agency Management: - Lead the strategic management of external digital marketing agency partners across paid media, SEO, and performance initiatives, ensuring alignment with regional enrollment, retention, and brand objectives.
- Evaluate full-funnel campaign performance and provide strategic, data-informed direction to continuously improve lead quality, conversion efficiency, cost-per-lead, and cost-per-enrollment outcomes.
- Establish clear agency KPIs, performance expectations, and governance frameworks while holding partners accountable through regular business reviews and data-driven performance optimization discussions.
Innovative Campaign Development- Leverage creative thinking and strategic planning to launch innovative digital marketing initiatives aimed at reaching new audiences and driving leads.
- Implement A/B testing and other optimization strategies to continually improve the effectiveness of campaigns and conversion rates.
- Define lead quality standards in consultation with the Director of Marketing and close collaboration with the Regional Director of Admissions and Marketing Cluster Managers. Manage performance across a diverse portfolio of schools, tailoring strategies to address specific enrollment gaps while maintaining a cohesive regional approach.
Data Analysis & Reporting- Lead the analysis of digital marketing data, including ad performance, conversion rates, and customer journey metrics. Present regular reports with actionable insights to senior leadership to guide decision-making and secure buy-in.
- Own the regional digital analytics and measurement ecosystem, including attribution modeling, GA4/GTM governance, conversion tracking, CRM integration, and performance dashboards. (e.g. Looker Studio/ Adverity).
- Ensure integrity, accuracy, and consistency of campaign reporting and performance data across all platforms and agency reporting structure.
Collaboration- Partner closely with the Cluster Marketing Managers responsible for content development , ensuring a cohesive and integrated approach to all campaigns.
- Work closely with the Director of Marketing in collaboration with the Regional Directors of Admissions and Retention to customize campaigns to target specific gaps in grades and specific initiatives designed to drive growth in schools.
Budget Oversight- Manage the digital marketing budget, ensuring efficient allocation of resources to maximize ROI.
- Develop and manage MQL/SQL frameworks, lead scoring methodologies, and performance benchmarks including cost-per-lead, conversion efficiency, and cost-per-enrollment targets across the region and individual schools.
Success Metrics- Lead quality and enrollment growth
- Lead-to-tour conversion rates
- Cost-per-enrollment improvements
- Digital attribution accuracy
- Funnel efficiency optimization
- Regional campaign ROI
- Tactical school-level enrollment gap support
Qualifications:- Education: Bachelor's degree in marketing, communications, or a related field (required). Master's degree or digital marketing certifications (preferred).
- Experience: Minimum of 5 years of experience in digital marketing, with a proven track record of managing successful lead generation campaigns. Experience working within the education sector is a plus.
- Technical Skills: Proficiency in digital advertising platforms (Google Ads, Meta Ads), Google Analytics, SEO, CRM systems, and marketing automation tools.
- Analytical Skills: Strong data analysis skills, with the ability to translate data into meaningful insights and actionable recommendations.
- Leadership: Experience managing external agencies and working cross-functionally with other marketing and admissions professionals.
- Innovative Mindset: A creative thinker with a passion for trying new approaches and strategies to drive digital marketing success.
- Communication Skills: Strong written and verbal communication skills, with the ability to present complex information clearly and persuasively to senior stakeholders.
