Director of Media Strategy – Performance
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Job Description
Media strategy director leading paid acquisition, investment, and measurement for Spring Education Group’s private-school network. Driving enrollment across preschool, K–12, and online education brands.
Responsibilities:
- Own enterprise paid media strategy and accountability for media investment and performance across Spring Education Group’s preschool, K–12, and online education brands
- Translate enrollment priorities, school capacity, market demand, lead quality, conversion performance, lifetime value, seasonality, competition, and brand priorities into differentiated media strategies
- Oversee a multi-million-dollar media portfolio and recommend where to increase, maintain, test, or reduce investment
- Partner with Finance, Analytics, Enrollment, Regional Directors, and marketing leadership on forecasting and enrollment and financial outcomes
- Evaluate performance across the full enrollment funnel, from demand and inquiry through tours, applications, enrollment, retention signals, and lifetime value
- Diagnose whether underperformance stems from media, market demand, creative, website experience, lead quality, admissions conversion, capacity, competition, or other factors
- Serve as primary liaison with the paid media agency and set strategic direction, objectives, performance expectations, testing priorities, investment guardrails, operating standards, governance, reporting expectations, and escalation protocols
- Hold agency partners accountable for execution, optimization, innovation, reporting, quality, responsiveness, and results
- Provide strategic leadership to internal paid media resources and create workflows across paid media, brand, web, creative, analytics, CRM, enrollment, and finance
- Stay ahead of AI-driven advertising, automation, measurement, privacy, emerging channels, and AI search behavior
- Build rigorous test-and-learn programs and scale successful tests across brands, markets, and campuses
- Partner with brand, creative, web, conversion, CRM, analytics, and enrollment teams to remove non-media barriers to performance
- Establish performance frameworks connecting media investment to qualified inquiries, tours, applications, enrollments, cost per enrollment, lifetime value, and ROI
- Analyze performance across brand, campus, geography, audience, creative, campaign, channel, device, and funnel stage
- Build scalable reporting and deliver concise, decision-oriented reporting to marketing and executive leadership
Requirements:
- 10+ years of progressive experience in paid media, performance marketing, growth marketing, digital acquisition, or a related discipline
- Director-level leadership experience
- Significant experience developing strategy for and overseeing multi-million-dollar media investments across multiple brands, locations, markets, or business units
- Deep expertise in paid search and paid social, particularly Google and Meta
- Experience with video, display and programmatic media, retargeting, local acquisition, and emerging performance channels
- Strong knowledge of AI-driven advertising, automation, bidding, audience development, attribution, privacy, platform evolution, and AI search visibility
- Proven ability to connect marketing spend to enrollment, acquisition cost, lifetime value, revenue, profitability, and ROI
- Full-funnel measurement and analytics fluency, including CRM data, lead management, conversion tracking, GA4, reporting platforms, and dashboards
- Demonstrated success managing and challenging paid media agencies, vendors, publishers, and platform partners
- Experience leading and developing teams and building effective operating structures
- Clear, direct, high-signal communication and ability to translate complex performance information into concise, actionable recommendations
- Ability to collaborate with brand, analytics, creative, content, SEO, CRM and lifecycle, web, enrollment or sales, finance, Regional Directors, and executive leadership
Benefits:
- Full medical, dental, and vision insurance
- FSA/HSA options
- 401(k) with company match
- Student tuition remission
- Continued education savings through university partners
- Paid holidays and sick days
- 20% bonus
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