Specialist, Performance Marketing

Job Title - Specialist, Performance Marketing

This position is also known as: Paid Search Manager, Paid Search Specialist; SEM Specialist;
Performance Marketing Specialist;
Digital Marketing Specialist

Position Summary

We are seeking a detail-oriented and analytical Specialist, Performance Marketing to support paid search campaigns driving adoption of educational products and new student enrollment. This role will be responsible for the day-to-day execution, monitoring, optimization support, and reporting of paid search campaigns across multiple markets.

Reporting to the Principal, Performance Marketing , this position will work closely with internal stakeholders and agency partners to ensure campaigns are executed efficiently, performance goals are achieved, and optimization opportunities are identified. The ideal candidate has a strong foundation in paid search, a passion for data-driven marketing, and a desire to continue developing expertise across performance marketing disciplines.

Key Responsibilities

Campaign Execution & Management

• Support the execution and ongoing management of paid search campaigns across Google Ads, Microsoft Ads, and SA360.
• Implement campaign updates, ad copy changes, audience targeting adjustments, budget modifications, and other optimization recommendations.
• Monitor campaign performance daily and identify performance trends, issues, or opportunities.
• Conduct keyword research, search query analysis, and competitive monitoring.
• Support campaign launches, promotions, enrollment season initiatives, and market-specific programs.
• Ensure campaign settings, budgets, and targeting configurations are accurately maintained.

Optimization & Testing

• Assist in the execution of testing initiatives across ad copy, bidding strategies, audiences, landing pages, and campaign structures.
• Proactively analyze campaign data and provide recommendations to improve enrollment volume, conversion rates, and efficiency.
• Support ongoing optimization efforts to improve Cost per Enrollment (CPE) and overall return on investment.
• Stay informed on search platform updates, new features, AI-driven capabilities, and industry best practices.

Reporting & Analytics

• Prepare recurring campaign reports and performance summaries.
• Analyze campaign performance and communicate key insights to team members and stakeholders.
• Monitor pacing and budget delivery to ensure media investments remain aligned with enrollment goals.
• Validate campaign tracking and reporting accuracy.
• Assist with forecasting, trend analysis, and performance investigations.

Agency & Cross-Functional Support

• Collaborate with agency partners to ensure timely implementation of campaign updates and optimizations.
• Participate in campaign reviews and performance discussions.
• Partner with Analytics, Enrollment, Marketing, and Digital teams to support business objectives.
• Coordinate campaign assets, creative approvals, and implementation requirements across stakeholders.

Operational Excellence

• Perform quality assurance checks to ensure campaigns, tracking, and reporting are functioning correctly.
• Maintain organized campaign documentation, testing logs, and performance records.
• Support process improvement initiatives that increase efficiency and campaign effectiveness.
• Assist in identifying automation opportunities that improve workflows and reporting.

Qualifications

Required

• 3-6 years of hands-on experience managing Paid Search (SEM) campaigns.
• In-depth experience with Google Ads and Google Analytics.
• Familiarity with bid management platforms such as SA360 is preferred.
• Experience analyzing campaign performance data and making optimization recommendations.
• Strong analytical and problem-solving skills.
• Excellent attention to detail and organizational skills.
• Proficiency with Excel and performance reporting tools.
• Strong written and verbal communication skills.

Preferred

• Experience with Microsoft Ads.
• Exposure to Paid Social, Display, Programmatic, or other digital media channels.
• Experience in lead generation, education, healthcare, financial services, or other performance-driven industries.
• Familiarity with tagging, tracking, and attribution concepts.
• Experience leveraging AI-powered tools to improve marketing workflows and campaign performance.
• Paid Search Fundamentals
• Campaign Management
• Performance Analysis
• Data Interpretation
• Quality Assurance
• Problem Solving
• Attention to Detail
• Time Management
• Communication
• Digital Marketing

Compensation at Pearson is influenced by a wide array of factors including but not limited to skill…