Senior Paid Search Lead: Growth & Optimization

Pearson; Richmond (VA); On-site; USD 90,000 - 190,000; Full time

Job summary

Pearson is seeking a Lead Specialist, Performance Marketing to lead paid search initiatives, optimize campaigns, and drive enrollments. You will partner with analytics, enrollment, finance, and marketing teams and manage agency relationships while delivering actionable insights and robust testing roadmaps.

The role emphasizes leadership and hands-on optimization, with a focus on AI-enabled bidding, platform features, and conversion improvements.

Qualifications

• 7+ years of hands-on experience managing Paid Search (SEM) campaigns.
• Expert-level experience with Google Ads and SA360; Microsoft Ads experience preferred.
• Demonstrated success managing large-scale search programs with measurable performance goals.
• Strong understanding of conversion optimization, attribution, bidding strategies, audience targeting, and campaign measurement.
• Experience managing agency relationships and collaborating with cross-functional stakeholders.
• People management, leadership, and development experience
• Strong analytical skills with the ability to interpret data and translate insights into action.
• Experience with web analytics and tracking platforms, including Google Analytics and tag management solutions.
• Advanced proficiency in Excel and performance reporting tools.
• Excellent communication and presentation skills.
• Preferred: experience across multiple geographies and additional channels.

Responsibilities

• Serve as day-to-day owner of Paid Search programs across Google Ads, Microsoft Ads, SA360 and other search platforms.
• Execute and optimize campaigns to drive product adoption, applications, and enrollments while meeting cost efficiency goals.
• Translate strategic direction into campaign plans, testing initiatives, and optimization recommendations.
• Monitor campaign performance daily and identify opportunities to improve volume, conversion rates, and cost efficiency.
• Lead keyword expansion, audience targeting, bidding strategies, ad copy testing, and campaign structure improvements.
• Collaborate with agency partners and internal teams to ensure flawless execution and reporting.

Skills

Paid Search

Google Ads

SA360

Microsoft Ads

Data Analysis

Agency Management

Leadership

Excel

Analytics & Reporting

Communication

Job description

Pearson is seeking a Lead Specialist, Performance Marketing to lead paid search initiatives, optimize campaigns, and drive enrollments. You will partner with analytics, enrollment, finance, and marketing teams and manage agency relationships while delivering actionable insights and robust testing roadmaps.

The role emphasizes leadership and hands-on optimization, with a focus on AI-enabled bidding, platform features, and conversion improvements.