Director, Channel Marketing

Evidence in Motion•Louisville, KY

About The Position

The Director, Channel Marketing owns EIM’s channel ecosystem, ensuring paid, organic, lifecycle, and experiential channels work together to drive awareness, demand, enrollment, and engagement across the business. This role is responsible for channel strategy, performance management, prioritization, and enablement, ensuring each channel operates effectively on its own while contributing to a cohesive, student-centered journey. Serving as the leader for channel execution, this role partners closely with Product Marketing, Marketing Operations, Analytics, Admissions, and Creative to translate product and brand strategy into high-performing channel plans. The Director leads channel leaders and teams, setting standards, goals, and operating rhythms while ensuring scalability and continuous optimization.

Requirements

Bachelor’s degree in Marketing, Business, Communications, or related field, or equivalent experience
6+ years of experience in channel marketing, performance marketing, or growth leadership roles
Proven experience leading paid media and SEO
Strong understanding of the full marketing funnel and multi-channel attribution
Experience managing managers and cross-functional teams
Data-driven decision maker with strong analytical orientation
Excellent communication and stakeholder management skills
Ability to balance strategic leadership with execution oversight

Nice To Haves

Experience in higher education, OPMs, or healthcare preferred

Responsibilities

Channel Strategy & Portfolio Leadership
Own channel strategy across paid media, SEO & digital experience, lifecycle marketing, and events
Define the role each channel plays across the student journey and program lifecycle
Ensure channel strategies align with product positioning, launch plans, and enrollment goals
Balance investment and prioritization across channels based on performance and business needs
Paid Media Leadership
Oversee paid media strategy and execution across paid search, paid social, display, and retargeting
Ensure strong budget management, pacing, and ROI across business units
Guide testing, experimentation, and optimization approaches
Partner with Product Marketing and Creative to ensure messaging alignment and performance
SEO & Digital Experience Oversight
Provide strategic leadership for SEO, UX, CRO, and web experience initiatives
Partner with the Manager, SEO & Digital Experience to drive discoverability, usability, and conversion
Ensure SEO and UX priorities support product launches and lifecycle needs
Oversee performance metrics related to organic growth and digital experience
Lifecycle Marketing Leadership
Own lifecycle channel strategy across inquiry, application, enrollment, and retention stages
Ensure lifecycle communications are timely, relevant, and aligned with admissions workflows
Guide segmentation, journey design, and testing in partnership with Analytics and Operations
Ensure lifecycle efforts support conversion and student experience goals
Events & Experiential Marketing Oversight
Lead events strategy across recruitment, partner engagement, and brand initiatives
Ensure events align with channel and product strategies and deliver measurable outcomes
Oversee execution quality, budget management, and post-event performance analysis
Partner with Product Marketing and Admissions to integrate events into the broader funnel
Performance, Optimization & Reporting
Own channel-level KPIs and performance reviews across the portfolio
Partner with Analytics to interpret data and surface insights, risks, and opportunities
Drive continuous optimization through testing, iteration, and prioritization
Ensure consistent reporting and visibility into channel performance
Cross-Functional Collaboration
Partner closely with Product Marketing to support launches and lifecycle priorities
Collaborate with Marketing Operations to ensure tools, tracking, and processes enable execution
Work with Admissions to align channel efforts with enrollment workflows and outcomes
Coordinate with Creative and Communications to ensure channels are supported with strong assets and messaging
Team Leadership & Development
Lead, mentor, and develop channel leaders and teams
Set clear expectations, goals, and operating rhythms across channel functions
Foster a collaborative, performance-driven culture
Support hiring, onboarding, and capability development
Budget & Resource Management
Own channel marketing budgets and resource allocation
Ensure investments are aligned to performance, priorities, and growth goals
Balance efficiency with experimentation and innovation