Shorelight
Executive Director, Performance Marketing
Shorelight, Boston, MA, United States
Executive Director, Performance Marketing
AboutUs
Shorelight is reinventing the international education experience for students worldwide. Based in Boston, the company works directly with top-ranked, nonprofit American universities to build innovative programs and high-touch, technology-driven services that help talented students thrive and become global citizens.
Job Overview
The Executive Director of Performance Marketing will lead and develop Shorelight’s performance marketing operation. This role will report to the Vice President of Marketing and will be able to lead and grow the team and create a predictable and scalable customer acquisition machine. This role will own the strategy and execution of our performance marketing strategy across digital, paid, SEO, e-mail journey and marketing operation to drive awareness, customer acquisition, and nurturing of our students across Direct-to-Student (DTS) and B2B channels. In partnership with the marketing and sales leadership, this role will also be able to build out the performance marketing team to enhance our ability to acquire and convert the right students to the right university programs.
Essential Functions
Performance Marketing
- Own our strategy for all media: paid search, paid social and organic campaigns spanning global markets, from conception to execution.
- Build and lead a team of experts around the student journey, conversion rate optimization, marketing automation, and campaign development.
- Work with our analytics team to develop KPIs, reporting, and a center of excellence for performance marketing.
- Establish best practices around the use of data and analytics to inform marketing and campaign effectiveness.
- Work with our Product Marketing and Content teams to develop campaigns appropriate for the right personas – both geographically and product-fit.
- Responsible for the student journey architecture and creating the best student experience for students prior to arrival on campus.
- Responsible for marketing automation strategy and tools required to operate a world-class performance marketing team.
- Responsible for creating reports and analysis around ROI, campaign performance, conversion patterns, and web behavior to help optimize campaigns.
- Advise and allocate digital marketing budgets related to demand generation and performance marketing.
People Management
- Recruit, develop, and retain team members to ensure productivity and engagement.
- Engage in talent management activities such as goal setting, performance evaluations, stay interviews, development planning, and ongoing feedback to develop team members and achieve organization goals.
- Provide coaching, counseling, and corrective action (when necessary) to team members.
- Foster a culture that reflects Shorelight’s values
Security
- Comply with Shorelight Written Information Security Policy, and all other Shorelight Information Security Policies and Procedures.
- Take responsibility for any Shorelight assets assigned to you.
- Promptly report any security events, incidents, or weaknesses to Shorelight Security.
Minimum Qualifications
- Successful track record in a performance marketing or digital marketing role.
- Experience with building a performance marketing engine across tracking, attribution, automation, and optimization.
- You have managed team members in the past and are excited about growing a team.
- Demonstrable hands-on experience with the following: Google Ads, Video, Facebook / Instagram Ads, LinkedIn Ads, Salesforce, Pardot, Tableau.
- Confident with presenting and working in an international environment with various stakeholders.
- Ability to work collaboratively across the organization
- Bachelor’s degree required
Preferred Qualifications
- Post-graduate degree in business, marketing, or other related degree
- An understanding of the global international education landscape and what drives students to study abroad
Application Process
To applyforthisposition,please visittheShorelightCareerspage tosubmitanapplicationwitharesumeandcoverletter.
Background Check Required--Education, Criminal, Identity
Shorelight isan Equal Opportunity Employer.