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INTRODUCTION

The Senior Manager, Performance Marketing is a hands-on growth marketer responsible for operating and continuously improving C2 Education’s customer acquisition engine.

This role combines deep performance marketing expertise with analytics, experimentation, conversion optimization, and emerging AI-enabled marketing capabilities. The Senior Manager will personally manage C2’s paid media programs while building the measurement and intelligence systems that help Marketing understand where growth is coming from, where opportunities exist, and where C2 should invest next.

The ideal candidate is equally comfortable working inside advertising and analytics platforms, investigating performance questions, designing experiments, and using AI and automation to make marketing faster and more effective. This role partners closely with the Vice President, Marketing on strategy and investment decisions and with Brand, Content, Local Marketing, and Web Development to translate insights into action.

ROLE AND RESPONSIBILITIES

Performance Marketing

• Manage day-to-day execution and optimization of C2’s paid acquisition programs across paid search, paid social, display, video, and other scalable performance channels.
• Build and maintain campaign structures, audiences, keywords, bidding strategies, budgets, targeting, exclusions, conversion actions, and creative rotations.
• Monitor pacing and performance closely, proactively identifying opportunities, risks, and recommended actions.
• Recommend budget reallocations based on performance, marginal efficiency, lead quality, enrollment contribution, and market opportunity.
• Develop a structured testing pipeline to optimize performance across landing experiences and in-channel creative executions.
• Maintain strong controls around tracking accuracy, brand safety, privacy, platform compliance, and account documentation.

Growth Analytics & Marketing Intelligence

• Build and maintain clear, reliable reporting across acquisition channels and key stages of the marketing funnel.
• Connect marketing activity to downstream business outcomes, including qualified inquiries, appointments, diagnostic activity, enrollments, and acquisition efficiency and develop recommendations to balance efficiency with portfolio needs.
• Analyze performance by channel, campaign, audience, geography, center, creative, and other meaningful dimensions.
• Identify performance anomalies, emerging trends, growth opportunities, and areas of funnel leakage.
• Develop forecasts, scenarios, benchmarks, and actionable recommendations for the Vice President, Marketing and marketing leadership.
• Partner with internal stakeholders to improve attribution, lead-quality feedback, measurement consistency, and data integrity.

Cross-Functional Execution

• Partner closely with the Vice President, Marketing on acquisition strategy, investment priorities, forecasting, and major optimization decisions.
• Partner with Lifecycle Marketing and Operations to ensure that we have clean measures throughout the funnel, and those events are being passed to our media and email systems with fidelity.
• Partner with Web and Content Marketing to turn performance and search insights into stronger creative and content.

BASIC QUALIFICATIONS

• Bachelor’s degree in marketing, business, analytics, economics, communications, or a related field, or an equivalent combination of education and relevant experience.
• Seven or more years of progressively responsible experience in performance marketing, growth marketing, or digital acquisition.
• Significant hands-on experience managing paid search and paid social campaigns and meaningful media budgets.
• Strong working knowledge of major advertising, analytics, measurement, and testing platforms.
• Demonstrated ability to diagnose performance from media exposure through downstream conversion rather than optimizing exclusively to top-of-funnel metrics.
• Strong analytical skills, including the ability to work with complex data, identify patterns, test hypotheses, and translate analysis into business decisions.
• Experience designing and interpreting A/B tests or other structured marketing experiments.
• Experience in a multi-location, education, consumer services, franchise, retail, healthcare, or other locally activated business is preferred.
• Experience in moving from an agency model towards an in-house paid media function is a plus.

PREFERRED QUALIFICATIONS

Core Competencies

• Growth mindset and commercial judgment
• Deep analytical curiosity
• Hands-on technical fluency
• Disciplined experimentation
• Ability to distinguish signal from noise
• Bias toward automation and scalable systems
• Clear communication of complex findings
• High standards for execution and data quality
• Intellectual curiosity about changing consumer and technology behavior
• Accountability for business outcomes

Measures of Success

• Qualified lead and enrollment contribution from growth channels
• Cost per acquisition and overall acquisition efficiency
• Paid media performance and budget efficiency
• Improvement in lead quality and downstream funnel conversion
• Speed and quality of experimentation and learning
• Reliability and usefulness of marketing analytics and forecasting
• Growth in organic and AI-driven discoverability
• Measurable productivity gains created through AI and automation
• Reduction in manual reporting and repetitive execution
• Quality of recommendations and speed from insight to action

General Expectations

This role is expected to work collaboratively across functions, protect confidential company and customer information, follow applicable company policies and procedures, and perform other related duties as assigned based on business needs.

This job description summarizes the primary duties and qualifications of the position. It is not intended to be an exhaustive list of every responsibility, duty, or skill required. Responsibilities may change as business needs evolve.