• Actively manage the marketing spend for the enterprise programs and 2-3 moderate to high complexity B2C programs • Use statistics and analytical methods to strategically approach programs within scope • Define key performance indicators (KPIs) for each campaign, including cost-per-lead (CPL), return on ad spend (ROAS), and lead-to-conversion rates. • Provide regular reports and analysis to senior leadership, highlighting campaign performance and recommendations for future strategies. • Develop and execute comprehensive paid media strategies for our enterprise product lines, and B2C product lines, focusing on lead generation, brand awareness, and conversion goals. • Owns oversight and alignment on investment, revenue, enrollments actuals vs. forecast for the business line, including short term and long term actuals vs goals. • Develop and execute enhancements that introduce and promote B2B opportunities in our existing funnel. • Manage B2C strategies and optimize tradeoffs between B2C and B2B opportunities. • Collaborate with the creative team to develop compelling ad creatives and messaging that resonate with target B2B audiences. • Conduct in-depth market and competitive research to inform digital media strategies and keep up-to-date with industry trends. • Oversee the day-to-day management of paid media campaigns, including campaign setup, performance tracking, and reporting. • Analyze campaign performance metrics, generate insights, and recommend actionable improvements. • Collaborate with product marketing and sales teams to align digital strategies with sales goals and ensure smooth lead flow. • Work closely with internal teams, including content, design, and sales, to ensure paid media strategies align with overall marketing goals and business objectives. • Provide training and support to junior team members or agencies in executing paid media tactics and strategies.