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Director of Performance Marketing

Boston , Massachusetts
Description

About Us

Shorelight is reinventing the international education experience for students worldwide. Based in Boston, the company works directly with top-ranked, nonprofit American universities to build innovative programs and high-touch, technology-driven services that help talented students thrive and become global citizens.

Job Overview

We are seeking a Director of Performance Marketing who will lead the development and execution of a portfolio of marketing strategies that drive growth and continuous improvement within the Direct-to-Consumer Channel. This role will report to the VP of Marketing. 
This role’s primary initial focus will be to expand the development of Affiliate Marketing partnerships with top educational recruitment sites across key international regions, who will provide leads for conversion at Shorelight. 
This role will also maintain a complementary focus on the following activities: 
  • Management of outsourced Paid Marketing campaigns
  • Expansion of Organic Marketing and Email Marketing strategies
  • Oversight of Marketing Automation technologies and processes
  • Continuous improvement of Funnel Analytics and Reporting across the portfolio
  • Collaborative engagement with Inside Sales to ensure effective conversion of leads
Essential Functions
Performance Marketing
  • Champion effective performance marketing best practices — helping Shorelight improve both student acquisition and conversion. 
  • Practice passionate, data-driven advocacy for marketing performance management to help inform and educate senior leadership and peers in how performance marketing strategies will impact overall company performance. 
  • Inspire and manage a team of digital marketers, and mentor their development through excellent communication and collaborative skills, and advanced analytic and technical skills. 
  • Work effectively across teams to build strong partnerships with key roles across the company — including Inside Sales, Engineering, and Recruitment — to ensure that digital marketing priorities are understood and supported, and that Marketing is advancing each department’s goals. 
Affiliate and Paid Marketing 
  • Responsible for scaling Shorelight’s Affiliate and Paid Marketing channels across key regions to drive profitable growth and acquire new customers. This involves identifying and engaging with new agencies and partners, negotiation of contract and business terms, and the optimization of business performance. 
  • Be passionate about building positive and productive relationships with affiliate partners and paid marketing agencies with a clear understanding of the dynamics of the affiliate landscape in the education space, as well as paid marketing strategies in the domestic space, and demonstrate the vision and organization leadership to expand the role of this strategy across the company. 
Additional Critical Functions
  • Work with the Analytics and Insights team to establish clear and comprehensive measurement processes and reporting practices that ensure efficient management of performance across all aspects of partnerships and campaigns. 
  • Leverage internal data, partner insights, market trends, and the competitive landscape to make data-driven recommendations and experiments for continuous improvements across all performance marketing channels. 
  • Work with outside vendors and content teams to improve SEO performance through technical and content strategies; and expand a scalable organic social media strategy that drives consistent traffic
  • Work with Customer Experience and Inside Sales teams to help optimize both lead capture and lead activation flow to ensure prompt and positive outcomes. 
  • Work with Email Marketing team to develop and expand lead nurture and engagement campaigns. 
People Management
  • Manage a small team of direct reports, and demonstrate the leadership skills to drive, mentor, and develop a high-performing teams across different levels of experience that delivers business results.
  • Recruit, develop, and retain team members to ensure productivity and engagement
  • Engage in talent management activities such as goal setting, performance evaluations, stay interviews, development planning, and ongoing feedback to develop team members and achieve organization goals
  • Provide coaching, counseling, and corrective action (when necessary) to team members
  • Foster a culture that reflects Shorelight’s values
Minimum Qualifications
  • Bachelor’s degree in marketing, communications or related field
  • 5-7+ years of digital marketing experience.
  • Clear track record of effectively leading high-profile initiatives to meet performance marketing KPIs.
  • Deep experience and understanding of the principles and disciplines of performance marketing, including SEM, affiliates, display, CRM, marketing automation.
  • In-depth knowledge of digital engagement channels, technical strategies, and emerging global trends.
  • Proven analytical skills in leveraging customer data and insights to drive campaign decisions.
  • Ability to respond nimbly in a fast-paced environment.
  • Excellent communication skills, able to engage and present to stakeholders and influence all levels and across all functions, internally and externally
  • Exceptional at working cross-functionally with the creative, digital, and brand marketing teams
  • Experience with developing and managing executive-level reporting
  • Demonstrated critical thinking and problem solving abilities
  • Ability to prioritize, work cooperatively and collaborate with cross-functional teams in an exceedingly fast paced environment
  • Exceptional attention to detail and excellent written and oral communication skills
Preferred Qualifications
  • 8+ years of digital marketing experience
  • Strong understanding of educational recruitment space, and experience working with international / global campaigns.
  • Clear understanding and demonstrable experience of working with internal stakeholders to execute and measure a global digital engagement strategy to achieve commercial objectives
Application Process
To apply for this position, please visit the Shorelight Careers page to submit an application with a resume and cover letter.
 
Background Check Required–Education, Criminal, Identity  
 
Shorelight is an Equal Opportunity Employer.
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