Principal, Digital Marketing

Job title: Principal, Digital Marketing
Description: also known as Director, Performance Marketing / Director, Growth Marketing

About the Role

Pearson Virtual Schools is seeking a senior performance marketing leader to drive new student enrollment for Connections Academy, a tuition‑free, accredited K‑12 online public school.

This role owns the paid media strategy, investment, and execution, leading agency partners and internal collaboration to deliver enrollment growth, efficiency, and long‑term value across a complex, localized education model.

Key Responsibilities

Performance Marketing Strategy

• Own and evolve the end‑to‑end performance marketing strategy, with deep expertise in Paid Search. 
• Apply insight into a localized education model to inform media strategy and investment decisions. 
• Drive full‑funnel growth across Search, Paid Social, Online Video, Over The Top (OTT),  Display, Programmatic, and Digital Out Of Home (DOOH).

Budget and Agency Leadership

• Manage a 7‑figure paid media budget, optimizing spend to deliver enrollment, ROI, and LTV goals. 
• Lead and develop the external advertising agency to meet enrollment, CPE, and testing targets.
• Mentor and support an internal team member and contribute to building a high‑performing team culture.

Execution and Optimisation

• Oversee planning, execution, and optimisation of performance‑driven campaigns.
• Own paid landing page strategy, testing, and conversion optimisation.
• Design and lead structured experimentation, including A/B and multivariate testing.
• Leverage AI and automation to improve performance, efficiency, and workflows.

Analytics and Cross‑Functional Collaboration

• Partner closely with Analytics and Finance on forecasting, spend phasing, and measurement.
• Lead adoption of advanced measurement practices, including Marketing Mix Modelling.
• Ensure best‑practice tagging, tracking, and data integrity across platforms. 
• Translate performance data into clear insights and executive‑level recommendations. 
• Build strong relationships with Marketing, Analytics, Finance, Enrollment, and Digital COE teams.

What we are looking for

• 8+ years of hands‑on experience in Paid Search (SEM), with broader performance media experience a plus. 
• 3+ years managing large‑scale budgets, including $50M+ in performance media spend.
• Proven experience managing agencies and internal stakeholders. 
• Strong command of marketing analytics, tagging and tracking, and Marketing Mix Modelling.
• Experience using AI to improve campaign performance and workflows. 
• An eCommerce or growth mindset, ideally across both eCommerce and lead‑generation models. 
• Confident leader with strong communication and executive presentation skills.

Compensation at Pearson is influenced by a wide array of factors including but not limited to skill set, level of experience, and specific location. As required by the California, Colorado, Hawaii, Maryland, New York State, New York City, Washington State, and Washington DC laws, the pay range for this position is as follows: 

The minimum full-time salary range is between $190,000 - $220,000 per annum.

Applications will be accepted through Thursday 19^th February. 

This position is eligible to participate in an annual incentive program, and information on benefits offered is here.