Lead Specialist, Performance Marketing

Job Title - Lead Specialist, Performance Marketing This position is also known as: Senior Paid Search Manager; Lead SEM Specialist; Lead Performance Marketing Specialist; Paid Search Lead Position Summary We are seeking a highly analytical and results-driven Lead Specialist, Performance Marketing to lead the day-to-day execution and optimization of paid search initiatives supporting the adoption of educational products and new student enrollment. This role will be responsible for operational excellence across search campaigns, driving performance improvements, managing internal team and agency execution, and delivering actionable insights that support enrollment and efficiency goals. Reporting to the Principal, Performance Marketing , this position will serve as the primary owner of paid search campaign management and optimization, working closely with agency partners, Analytics, Enrollment, Finance, and Marketing stakeholders. The ideal candidate combines people leadership and deep hands-on search expertise with a strong analytical mindset and a passion for continuous testing and optimization. Key Responsibilities Search Strategy & Execution Serve as the day-to-day owner of Paid Search programs across Google Ads, Microsoft Ads, SA360, and other search platforms. Execute and optimize campaigns designed to drive product adoption, student applications, and enrollments while meeting cost efficiency goals. Translate strategic direction from the Principal, Performance Marketing into campaign plans, testing initiatives, and optimization recommendations. Monitor campaign performance daily and proactively identify opportunities to improve volume, conversion rates, and cost efficiency. Manage keyword expansion, audience targeting, bidding strategies, ad copy testing, and campaign structure improvements. Lead ongoing search query analysis and optimization efforts to maximize qualified traffic and enrollment outcomes. Maintain deep expertise in evolving search trends, automati