Manager of Marketing, Paid Search

Strategic Education•Minneapolis, MN

1d•Onsite

About The Position

The Manager of Marketing, Paid Search owns the strategy, performance, and team responsible for paid search at Strayer University (SU). Reporting directly to the Director of Media Investments, this role is accountable for a multi-million dollar channel budget, for translating enrollment and revenue targets into forecasts and bid strategy, and for leading a team of paid search professionals. The Manager serves as the organization’s subject matter expert on search as the channel shifts toward AI-driven campaign types and automated bidding, sets and documents the channel standards and playbooks used across the Media Investments paid search function, and prepares the team and the channel operating model to absorb adjacent biddable channels should they be brought in-house in 2027. The position collaborates with teams across the marketing organization, including Media Strategy, Marketing Analytics, Marketing Operations, Digital Experiences, Brand, and Product Portfolio Marketing.

Requirements

Expert-level proficiency in paid search strategy, with demonstrated ability to own a channel budget and defend forecast and investment recommendations to senior leadership
Strong quantitative and analytical skills; able to build and pressure-test forecasts, size opportunities, and design statistically valid tests
Fluency in automated bidding and AI-driven campaign types, with sound judgment about when to rely on platform automation and when to intervene
Proven people leadership; able to hire, develop, and retain talent and to deliver direct, actionable feedback
Effective communicator and presenter; can translate complex, technical search concepts into a clear business narrative for executive audiences
Ability to influence without authority across analytics, operations, creative, brand, and product partners
Sound decision making under ambiguity in a fast-paced, constantly evolving environment
Meticulous attention to detail, paired with the discipline to prioritize at the portfolio level
Ability to manage work across multiple internal and external partners simultaneously
Advanced Excel user
Certification or experience with enterprise search bid management platforms, particularly Skai (Kenshoo)
Advanced user of Google Ads and Microsoft Advertising UI and Editor tools
Working proficiency in GA4 and in data visualization tools such as Tableau, Power BI, or Looker Studio
6+ years’ experience focused on PPC/SEM responsibilities, including a minimum of 2 years of direct people leadership.
Experience managing paid search in a regulated, lead generation, or considered-purchase category preferred; higher education experience is a plus.

Nice To Haves

Google Ads certifications preferred
MBA preferred

Responsibilities

Owns end-to-end paid search strategy for Strayer University, translating enrollment and revenue targets into channel goals, budget allocation, and bid strategy across brand and non-brand
Accountable for a multi-million dollar annual paid search budget, including forecast development, in-quarter pacing, reallocation decisions, and defending spend and performance recommendations to Media Strategy, Finance, and business leadership
Owns the multi-quarter paid search roadmap and test-and-learn agenda; prioritizes initiatives based on enrollment impact rather than channel-level efficiency alone
Makes and defends independent channel decisions within approved budget and performance guardrails; escalates to the Director only where decisions carry cross-brand or enterprise consequences
Serves as enterprise subject matter expert on paid search; authors points of view on platform changes, forced migrations, and emerging campaign types, and recommends an enterprise position to the Director
Directs campaign architecture and ongoing management, including new builds, restructures, match type and audience strategy, budget changes, bid adjustments, and ad copy, ensuring industry, brand, and legal compliance
Sets strategy for automated and AI-driven campaign types, including Performance Max, AI Max for Search, and value-based and portfolio bidding; exercises judgment on when to rely on platform automation and when to override it
Owns signal quality as a primary performance lever, including conversion definitions, offline conversion imports, value rules, audience feeds, and first-party data inputs, in partnership with Marketing Analytics and Marketing Operations
Accountable for the configuration, governance, and return on investment of the paid search bid management platform and related channel technology; evaluates and recommends platform renewals and changes
Directs the creation, automation, and maintenance of SEM reporting and analytics; partners with Marketing Analytics on standardized dashboards and on incrementality and geo-holdout testing to validate channel contribution
Accountable for lead quality outcomes in addition to volume; partners with Enrollment, Marketing Operations, and Marketing Analytics to connect CPL and CPA to downstream application, start, and persistence metrics
Manages, develops, and retains a team of one to five paid search professionals; sets goals, delivers regular feedback and formal performance reviews, and builds individual development plans
Establishes and documents channel standards, quality assurance protocols, and playbooks for the paid search function; partners with peer channel leaders to drive consistent adoption across Media Investments
Accountable for contribution to a positive, inclusive team culture and for the professional growth of team members beyond direct reports
Owns day-to-day relationships with Google, Microsoft, and other search partners; leads quarterly business reviews, secures support and co-op resources, and escalates enterprise-level commitments to the Director
Presents channel performance, forecasts, and strategic recommendations to senior marketing stakeholders and executives on a monthly and quarterly cadence
Partners with Media Strategy, Product Portfolio Marketing, and Brand teams to ensure alignment on objectives, program priorities, launch timing, and messaging
Advocates for paid search landing experience and site needs with the Digital Experiences team; partners with Marketing Operations to troubleshoot lead management and tracking issues
Assesses team and operating-model readiness for adjacent biddable channels targeted for in-housing in 2027, such as paid social and display or programmatic; scopes resourcing, technology, and training requirements and recommends a transition plan to the Director, who owns the enterprise capability roadmap
Monitors competitive and industry trends, including the evolving role of AI-generated search experiences, and informs relevant stakeholders of implications for strategy and investment