Senior Paid Search Lead — Remote Performance Marketing

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

Benefits offered by this job

Annual incentive program

Job summary

Pearson is seeking a Lead Specialist, Performance Marketing to drive day-to-day paid search execution and optimization for student enrollment across Google Ads, Microsoft Ads and SA360. You will manage internal and agency teams, implement testing roadmaps, and translate insights into actionable growth strategies.

The role emphasizes leadership, rigorous analytics, and ongoing optimization in a remote-capable U.S. environment with a strong focus on enrollment efficiency and product adoption.

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.

Responsibilities

• Serve as the day-to-day owner of Paid Search programs across Google Ads, Microsoft Ads, SA360, and other search platforms.
• Execute and optimize campaigns designed to drive product adoption, student applications, and enrollments while meeting cost efficiency goals.
• Translate strategic direction from the Principal, Performance Marketing into campaign plans, testing initiatives, and optimization recommendations.
• Monitor campaign performance daily and proactively identify opportunities to improve volume, conversion rates, and cost efficiency.
• Manage keyword expansion, audience targeting, bidding strategies, ad copy testing, and campaign structure improvements.
• Lead ongoing search query analysis and optimization efforts to maximize qualified traffic and enrollment outcomes.
• Maintain deep expertise in evolving search trends, automation capabilities, AI-driven bidding, and platform best practices.
• Manage internal subject matter experts and paid media agency to deliver flawless campaign execution
• Review agency recommendations and validate strategic and tactical decisions using performance data.
• Hold agency partners accountable for campaign quality, reporting accuracy, and performance outcomes.
• Coordinate the implementation of new platform features, beta opportunities, and testing initiatives.
• Develop and manage a robust testing roadmap across campaigns, audiences, creative messaging, landing pages, bidding approaches, and automation strategies.
• Conduct rigorous A/B testing and performance analysis to identify scalable opportunities for growth.
• Utilize AI-enabled tools and platform capabilities to improve campaign efficiency and workflow effectiveness.
• Partner with website and marketing stakeholders to support landing page optimization initiatives and improve conversion performance.
• Analyze campaign performance and provide actionable recommendations to improve volume, efficiency, and return on investment.
• Create recurring performance reports and dashboards highlighting key trends, risks, and opportunities.
• Ensure campaign tracking, tagging, and measurement frameworks are functioning properly and producing accurate data.
• Collaborate with Analytics teams to validate performance reporting and support attribution and measurement initiatives.
• Assist with forecasting, spend pacing, and budget allocation recommendations.
• Partner with Analytics, Finance, Enrollment, Marketing, and Digital COE teams to align campaign strategy with business objectives.
• Communicate performance insights and recommendations clearly to both technical and non-technical stakeholders.
• Support enrollment planning discussions by providing performance projections, market insights, and search demand trends.
• Contribute to broader performance marketing initiatives and support campaigns across additional digital channels as needed.

Skills

Paid Search

Google Ads

SA360

Microsoft Ads

Conversion optimization

Attribution

Bidding strategies

Audience targeting

Campaign measurement

Agency management

Cross-functional collaboration

Leadership

Excel reporting

Tools

SA360

Google Analytics

Tag Management

Excel

Job description

Pearson is seeking a Lead Specialist, Performance Marketing to drive day-to-day paid search execution and optimization for student enrollment across Google Ads, Microsoft Ads and SA360. You will manage internal and agency teams, implement testing roadmaps, and translate insights into actionable growth strategies.

The role emphasizes leadership, rigorous analytics, and ongoing optimization in a remote-capable U.S. environment with a strong focus on enrollment efficiency and product adoption.