We're seeking a highly strategic, performance-driven Paid Media Manager to lead paid acquisition strategy across four brands within the VPS ecosystem. This role owns paid media strategy, performance, and optimization across approximately $22 million in annual digital revenue and $3.4 million in annual paid media investment, ensuring every marketing dollar contributes to profitable, sustainable growth.
This is not a campaign management role. We're looking for a performance marketer who has successfully rebuilt underperforming paid media programs, understands the mechanics behind Google Ads performance, and knows how to balance short-term revenue goals with long-term acquisition efficiency.
The ideal candidate is an expert in full-funnel paid media strategy, understanding when to invest in top-of-funnel demand generation versus bottom-of-funnel conversion campaigns and how attribution models should evolve accordingly. They recognize that Google, Microsoft Ads, Meta, SEO, CRO, Lifecycle Marketing, and Analytics work together as a single acquisition ecosystem and make investment decisions based on overall business impact—not channel-specific metrics.
Success in this role requires strategic thinking, analytical rigor, and operational excellence. This individual will diagnose performance issues, identify growth opportunities, communicate clear executive-level recommendations, and partner cross-functionally to maximize customer acquisition, marketing efficiency, and revenue growth.
What You'll Do
Develop and execute paid acquisition strategies that drive revenue growth, customer acquisition, and long-term business objectives across four VPS brands.
Lead the turnaround and continuous optimization of paid media programs, improving efficiency, scalability, and commercial performance.
Make strategic investment decisions across brands, campaigns, audiences, and channels to maximize incremental revenue and return on marketing investment.
Own Google Ads strategy and performance, leading campaign architecture, optimization, and continuous improvement across Search, Performance Max, Demand Gen, Shopping, and other campaign types.
Diagnose performance issues using platform data, customer behavior, competitive insights, and attribution, translating analysis into measurable business results.
Develop search strategies that balance brand protection, customer acquisition, campaign efficiency, and profitability while maximizing qualified traffic and revenue.
Develop integrated, full-funnel acquisition strategies across Google Ads, Microsoft Ads, Meta, YouTube, and other paid channels, balancing top-, mid-, and bottom-funnel investments while applying appropriate attribution models.
Optimize performance across paid search, paid social, SEO, CRO, Lifecycle Marketing, and direct traffic, identifying opportunities to improve overall marketing efficiency through coordinated channel strategies.
Continuously evaluate channel, audience, and campaign performance, shifting investment toward the highest-impact opportunities based on business objectives and customer behavior.
Conduct ongoing account health audits to identify optimization opportunities, diagnose performance issues, and improve campaign efficiency.
Lead a disciplined testing and optimization program across campaign structure, bidding, audiences, creative, messaging, and landing pages using measurable success criteria.
Ensure operational excellence through accurate campaign execution, QA, tracking integrity, reporting, and continuous performance improvement.
Manage approximately $3.4 million in annual paid media investment across multiple brands, balancing revenue growth, profitability, and long-term marketing efficiency.
Make data-driven investment decisions using incremental revenue, CAC, ROAS, LTV, pacing, and overall business performance to optimize marketing efficiency.
Proactively identify risks and growth opportunities, adjusting investment strategies as business priorities evolve.
Develop executive reporting and recommendations that translate paid media performance into clear business insights, root causes, and prioritized actions.
Partner cross-functionally with Product Marketing, SEO, CRO, Lifecycle Marketing, Analytics, Finance, and platform partners to improve acquisition performance and identify new growth opportunities.
Leverage AI-enabled tools to accelerate analysis, reporting, forecasting, testing, and workflow efficiency while applying sound marketing judgment.
Stay current on evolving advertising platforms, automation capabilities, and emerging AI-driven optimization opportunities.
Paid Acquisition Strategy & Business Performance
Search Engine Marketing Leadership
Cross-Channel Performance Optimization
Performance Analysis & Continuous Improvement
Budget Stewardship & Commercial Accountability
Executive Reporting & Strategic Partnership
AI & Marketing Technology
What You'll Need to Succeed
Bachelor's degree in Marketing, Business, Analytics, or a related field, with 5–8 years of experience managing complex paid acquisition programs with direct responsibility for revenue growth.
Expert-level experience managing Google Ads (Search, Performance Max, YouTube, Demand Gen, and Shopping), with demonstrated success rebuilding underperforming accounts and driving double-digit revenue growth through optimization rather than increased media spend.
Deep expertise in full-funnel paid media strategy, including campaign architecture, attribution models, audience segmentation, bidding strategies, landing page optimization, and conversion rate optimization.
Strong understanding of how paid search, SEO, CRO, Lifecycle Marketing, and Analytics work together to maximize customer acquisition and overall marketing efficiency.
Proven analytical ability to diagnose root causes, identify growth opportunities, and translate data into strategic business recommendations.
Experience with GA4, Shopify, attribution and reporting platforms, and AI-enabled marketing tools.
Excellent communication and executive presentation skills, with the ability to influence cross-functional partners and drive alignment across the organization.
Comfortable operating in a fast-paced, highly accountable environment while managing multiple brands, competing priorities, and significant business responsibility.
What Success Looks Like
Restore paid media performance by improving revenue, acquisition efficiency, and return on ad spend across VPS brands.
Build scalable campaign structures that support sustainable long-term growth.
Establish disciplined optimization, testing, and reporting processes.
Improve collaboration across Paid Media, Product Marketing, SEO, CRO, Lifecycle Marketing, and Analytics.
Increase overall marketing efficiency by making investment decisions based on total business impact rather than individual channel performance.
Become the organization's trusted expert on paid acquisition strategy and performance.
Skills Required
- Bachelor's degree in Marketing, Business, Analytics, or related field
- 5-8 years managing complex paid acquisition programs with direct responsibility for revenue growth
- Expert-level experience managing Google Ads (Search, Performance Max, Demand Gen, Shopping, YouTube)
- Proven experience rebuilding underperforming paid media programs and driving growth via optimization
- Deep expertise in full-funnel paid media strategy, attribution models, audience segmentation, bidding, and CRO
- Strong understanding of how paid search, SEO, CRO, Lifecycle Marketing, and Analytics integrate
- Proven analytical ability to diagnose root causes, identify growth opportunities, and translate data into strategic recommendations
- Experience with GA4, Shopify, attribution and reporting platforms
- Experience using AI-enabled marketing tools for analysis, reporting, forecasting, or optimization
- Excellent communication and executive presentation skills with ability to influence cross-functional partners
- Comfortable operating in a fast-paced, highly accountable environment managing multiple brands and priorities
What We Do
Colibri works with over 5 million professionals and partners to deliver best-in-class professional education for licensing, continuing education, test preparation, and career readiness. We believe quality education is the foundation for success. Our mission is to help professionals achieve more in their careers, which transcends into their day-to-day lives. We do this through products and career training that help professionals become licensed, keep their license and gain the skills necessary to perform at the top of their fields. Whether someone is just starting out or nearing retirement, our companies exist to serve individuals throughout their career so they can achieve personal and professional success.
