Director Growth & Performance Marketing

The anticipated hiring range for this position is $100000 to $125000. Hiring offers will be determined based on the final candidates qualifications and experience. The recruiter can share more information about what the anticipated hiring salary would be based upon your specific qualifications during the selection process.

The CIA offers a substantial benefits package that includes medical coverage available at no cost to qualifying employees dental insurance vision insurance life insurance short and long term disability insurance retirement savings plan with high employer contributions a generous paid time off program and more!

As the benefits package at the CIA results in a significant value above the base hiring salary for this position we encourage you to apply so that our recruiters can share more information with you about the benefits of working for the CIA.

POSITION SUMMARY

The Director of Growth & Performance Marketing is a data-driven leader responsible for driving revenue growth across the colleges core business lines: professional studies corporate learning and development programs consumer experiences and admissions marketing for graduate programs and undergraduate non-traditional students. This role oversees the strategy execution and optimization of paid and owned performance marketing channelsincluding SEM paid media email and social media to deliver measurable enrollment engagement and revenue outcomes. The Director partners closely with Admissions Marketing Continuing & Professional Education thought leadership conferences and Consumer Programs to align marketing investments with business goals ensuring effective full-funnel performance from awareness through conversion leveraging data and technology and managing agency partnerships. This leader will also be a key player in defining future customer relationship management strategies and capabilities to drive more efficient top of funnel lead generation strategies for the college as well as ongoing life cycle management across the Institute.

ESSENTIAL RESPONSIBILITIES

• Develop and implement a comprehensive performance marketing strategy across all business lines.
• Align marketing activities with enrollment goals revenue targets and institutional priorities.
• Collaborate with academic admissions enrollment and event teams to ensure marketing supports business outcomes.
• Oversee channel mix strategy budget allocation and forecasting for ROI.
• Work with in-house and agency teams to lead paid search social display programmatic and affiliate campaigns to acquire and convert audiences.
• Build segmentation automation and nurture journeys tailored to prospective students adult learners event attendees and consumers.
• Manage paid and organic social campaigns (LinkedIn Instagram TikTok Meta YouTube X) to drive leads and engagement.
• Work with internal SEO team to optimize organic visibility and SEM campaigns to capture high-intent demand.
• Lead A/B and multivariate testing on creative messaging and landing pages.
• Drive registrations and sponsorship leads through targeted digital email and social campaigns.
• Generate and nurture leads for early to mid-career professionals; optimize inquiry-to-enrollment funnels.
• Support long-term enrollment cycles by highlighting career outcomes and stackability; manage remarketing and CRM-driven nurture campaigns.
• Drive attendance and sales for cultural hospitality and lifestyle offerings; execute geo-targeted campaigns and loyalty marketing.
• Create digital campaigns for find and convert students not coming straight from high school including career changers career advancers etc.
• Define and lead the companys lifecycle marketing strategy to drive engagement retention and customer lifetime value.
• Map and continuously optimize the customer journey across audience segments channels and touchpoints
• Define KPIs across business lines: registrations applications enrollments revenue LTV and retention.
• Build dashboards and implement attribution models to measure performance.
• Provide actionable insights and optimization recommendations to senior leadership.
• Manage external agencies for paid media creative and digital execution.
• Negotiate contracts oversee performance and ensure accountability to KPIs.
• Oversee martech and analytics vendors to ensure effective use of CRM and marketing automation systems.
• Any and all other duties as assigned.

REQUIRED QUALIFCATIONS

Education:

• Bachelors degree or a minimum of 20 years of leadership experience in digital and performance marketing preferably in higher education professional education and/or consumer-driven sectors in lieu of Bachelors degree.

Experience:

• Minimum of 10 years in digital and performance marketing leadership preferably in higher education professional education and/or consumer-driven sectors.

PREFERRED QUALIFICATIONS

• Experience in managing and optimizing lifecycle programs CRM workflows and channel performance in collaboration with internal teams and external agencies.
• Experience with budget management and resource allocation.
• Demonstrated ability to build test and optimize campaigns directly not solely through teams or agency oversight.
• Proven experience managing agencies vendors and cross-functional teams in complex organizational structures.
• Strong analytical storytelling skills capable of translating data into business recommendations.
• Proven success leading marketing in complex multi-business environments.

REQUIRED SKILLS

• Demonstrated success in multi-channel performance marketing including paid media SEO/SEM programmatic affiliate.
• Strong background in demand generation and conversion optimization for B2B B2C and education markets.
• Working knowledge of data-driven attribution forecasting and ROI analysis.
• Hands-on experience using marketing automation and CRM systems (Salesforce HubSpot Marketo Microsoft Dynamics etc.).
• Ability to operate as both strategist and practitioner.
• Demonstrated success scaling campaigns across diverse business models.
• Strong analytical problem-solving and conceptual skills.
• Strong teamwork and interpersonal skills; ability to be adaptable dependable and handle multiple priorities simultaneously.
• Excellent written verbal communication and presentation skills required.
• Must display a high level of energy and self-motivation.
• Strong computer experience which must include abilities to work effectively with MS Office suite products i.e. Word Excel PowerPoint.
• Must have a history of developing programs to support strategic vision partnering with stakeholder groups and effective problem solving and negotiation.
• Excellent interpersonal and leadership skills required including the ability to form and mobilize intra-organizational teams to accomplish Educational goals. Must have a history of developing programs to support strategic vision partnering with stakeholder groups and effective problem solving and negotiation.

WORKING CONDITIONS

• Ability to travel periodically to other CIA locations due to business needs.
• Must be available to work nights and weekends as required due to business needs.
• Regular work requires a great deal of sitting and standing for extended periods.
• Regular work requires the use of a computer sometimes in excess of eight (8) hours per day.

Required Experience:

Director