Since 2011, General Assembly has transformed tens of thousands of careers through pioneering, experiential education in today’s most in-demand skills.
As featured in The Economist, Wired, and The New York Times, GA offers training in web development, data, design, business, and more, both online and at campuses around the world.
Our global professional community boasts 40,000 alumni — and counting.
In addition to fostering career growth for individuals, GA helps employers cultivate top tech talent and spur innovation by transforming their teams through strategic learning.
More than 21,000 employees at elite companies worldwide have honed their digital fluency with our corporate training programs.
GA has also been recognized as one of Deloitte’s Technology Fast 500, and Fast Company has dubbed us leaders in World-Changing Ideas as well as the #1 Most Innovative Company in Education.
Role Description:
The Senior Director, Performance Marketing will report to the CMO and will lead General Assembly’s performance marketing function.
This position will be responsible for setting the overall media strategy, setting annual 8-figure marketing budgets, target ROIs, and leading the media buying team and outside agencies in the successful execution of that strategy.
The Senior Director, Performance Marketing will provide critical input to and partner with other marketing leaders, Creative Services, and Product to create compelling integrated experiences for prospective class attendees and corporate clients that adhere to brand standards, from advertising to the website conversion funnel.
The successful candidate will have a high degree of business acumen, proactivity, and emotional intelligence.
Responsibilities
Set long-term and annual strategy for growing the effectiveness and efficiency of the media spend.
Build and lead the internal/agency teams responsible for the media planning, buys, and analysis of results with an increasing degree of specialization and sophistication.
Make the business case to Marketing and Corporate leadership for incremental resources and budget where appropriate to the growth goals of the company.
Analyze and evaluate media & acquisition opportunities, synthesize and report insights and trends, and develop action plans and remediation efforts to hit and exceed targets, includes pitching incremental upside opportunities and scenario planning Responsible for overall demand gen, and delivering both the consumer-side KPIs (leads, CPL) as well as the enterprise-side KPIs (MQLs, CPMQL).
In partnership with Admissions/Enterprise Sales, responsible for driving bookings, and ROI on the media spend.
Partner with other marketing leaders, Product, Technology, and other key functions to assert the MarTech stack needed to accomplish this ongoing growth, and participate in the selection and implementation of the various components.
Constantly evaluate new and untested sources, as well as opportunities to improve the efficiency of all sources via conversion rate optimization, creative and copy testing, and targeting.
Drive a test-and-learn culture for the media buying team and the larger marketing organization.
Give input to broader market segmentation efforts based on the results of media targeting Participate as a member of the Marketing Leadership team.
Ensure there are proper risk-management controls around the media buy spend.
Foster a culture of process and controls on the media buying team.
Who You Are
You have 10 years+ of overall marketing experience, with at least 5+ years managing a multi-source media budget of at least $25 million and a team of at least 4 direct reports/agencies, with proven ability to grow the spend and maintain the allowable.
You’re proactive and strategic but can build and enforce processes where the details get managed well also.
You don’t mind rolling up your sleeves and getting your hands dirty.
You’re familiar with various analytics and media performance reporting tools for core digital media (Google AdWords, Facebook, as well as other display/retargeting, affiliate program management software, etc.) You’re nimble and enjoy the sport of constantly optimizing the value of your team’s media buy Where applicable, you’re a skilled negotiator.
You’re a lifelong learner, and you’ve got your ear to the ground for new opportunities, because media, technology, and best practices are constantly evolving.
You’re energized by our mission of transforming people’s lives and careers through experiential education.
Drive for Results
Plans & Aligns
Customer Focus
Strategic Mindset
Drives Vision & Purpose
Building Teams
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