Performance Marketing Manager

Basis Ed•Scottsdale, AZ

7d•Onsite

About The Position

BASIS Ed is seeking a data-driven Performance Marketing Manager to lead paid media strategy and execution across its network of public charter schools. Based at the Scottsdale Central Office, the role translates enrollment priorities into market-specific campaigns that generate prospective-family leads and applications. The manager oversees paid search, paid social, programmatic, and emerging acquisition channels; manages media budgets and forecasting; and improves results through testing, optimization, and performance analysis. The role works closely with Enrollment, Creative, Lifecycle Marketing, and school leadership to align advertising investments with enrollment goals and maintain reliable measurement.

Requirements

Bachelor’s degree in marketing, advertising, business, communications, analytics, or a related field.
At least 5 years of hands-on experience managing paid digital acquisition and performance marketing campaigns.
Ability to work as both a strategic planner and a hands-on operator in advertising platforms and reporting tools.
Hands-on expertise with Google Ads, including Search, Display, YouTube, and Performance Max, and with Meta Ads Manager.
Experience building and owning custom performance dashboards beyond standard Excel or Google Sheets and integrating disparate data pipelines for multichannel reporting.
Track record managing significant, multi-market media budgets and optimizing cost per lead and cost per acquisition.
Deep understanding of web analytics, tracking pixels, conversion API setups, UTM taxonomy, and multi-touch attribution.
Strong project management, cross-functional collaboration, and communication skills.
Experience managing team members, agencies, or vendor relationships.

Nice To Haves

Hands-on experience with business intelligence platforms such as Tableau, Looker, or HubSpot Dashboards and data connector or ETL tools such as Supermetrics, Funnel.io, or Fivetran.
Experience connecting paid media activity to CRM systems such as HubSpot and enrollment or lifecycle portals such as SchoolMint.
Background in education, enrollment marketing, franchise or multi-location organizations, or complex lead-generation environments.
Familiarity with programmatic platforms, Connected TV, streaming video, or digital audio acquisition.
Experience with project management and workflow platforms such as Jira, Asana, or Monday.com.
Practical experience with landing-page optimization, A/B testing platforms, and conversion rate optimization methods.

Responsibilities

Develop and execute paid media strategies aligned with network-, market-, and school-level enrollment priorities.
Translate enrollment goals, available seat capacity, and audience insights into acquisition plans; build strategies for Open Enrollment, evergreen recruitment, new-school launches, and priority campuses.
Recommend and refine channel, audience, budget, and campaign mixes for each market.
Plan, structure, set up, launch, and optimize campaigns across Google Ads, Meta Ads Manager, and emerging channels.
Oversee targeting, bidding, keyword selection, budget pacing, and quality control across paid search, paid social, display, video, retargeting, and programmatic channels.
Test audience segments, messaging, creative concepts, offers, and landing-page experiences; diagnose underperforming campaigns and take corrective action.
Generate prospective-family inquiries, event registrations, application starts, and submitted applications.
Partner with the Lifecycle Marketing Manager to improve landing pages, lead forms, conversion paths, and CRM handoffs.
Analyze funnel performance from ad impression through application and student enrollment; identify conversion bottlenecks and implement data-backed improvements.
Build and maintain advertising and analytics dashboards, connect advertising data sources to centralized reporting environments, and establish performance targets, attribution frameworks, and reporting standards.
Maintain campaign tracking standards, including UTM governance, tracking pixels, conversion events, and platform integrations.
Partner with Marketing Operations to connect advertising performance with HubSpot, SchoolMint, and internal enrollment data.
Manage annual and campaign-level media budgets across school brands, campuses, and geographic markets; forecast lead and application volume; monitor spending and reallocate investment based on performance and enrollment needs.
Evaluate media platforms, ad technology, and external partners; manage agency and vendor relationships as needed.
Manage and mentor a Performance Marketing Coordinator, providing strategic direction and hands-on coaching.
Partner with Creative and Content teams on performance-driven assets and collaborate with Enrollment managers and school leaders on local priorities and market dynamics.
Establish campaign workflows, documentation, naming conventions, and quality-control standards.
Communicate performance data to non-technical stakeholders and turn findings into practical recommendations.