We are representing a beauty education provider seeking a Head of Digital Marketing to lead demand generation across 15 campuses in three states, owning a multi-million dollar digital ad spend.
You will manage specialized partners across SEO, Paid Search, Paid Social, CRO, and Web Development and your job is to get them performing as one coordinated team with one shared goal, high-quality enrollments at the right cost, rather than five vendors optimizing in isolation.
To be successful you understand paid search bidding strategy, technical SEO, conversion testing, and analytics and can evaluate a vendor’s work critically, catch mediocre strategy before it costs money, ask the right pointed questions in a business review, and push every partner toward a higher bar.
You are a strategic thinker who connects trends across channels and campuses, analyzes performance at a granular level, and is maniacal about lead volume, lead quality, and cost of acquisition. This role also requires technical ability to roll up your sleeves where needed.
Responsibilities
•Own lead generation performance for all 15 campuses, with campus-level visibility into cost per lead, cost per enrollment, conversion rate, and other KPIs.
•Direct SEO and web development vendors on Google Business Profile management, local landing page architecture, schema markup, and citation/NAP consistency across every location.
•Direct geo-targeted paid search and social campaigns, setting location-level budget allocation and testing priorities for your paid media vendors.
•Set annual and quarterly budget allocation across channels and campuses based on marginal ROAS, and reallocate spend away from underperforming vendors, channels and strategies quickly.
•Run structured weekly/monthly business reviews holding SEO, Paid Search, Paid Social, CRO, Web Development, and PR vendors accountable to shared lead goals, quality benchmarks, and budget performance, not siloed channel metrics.
Understand how AI-driven search (Google AI Overviews, ChatGPT, Perplexity) is changing organic visibility, anddirect your SEO vendor’s strategy accordingly
Qualifications
•5-7+ years of lead generation/demand generation experience; strong preference for multi-location, franchise, or multi-unit B2C experience over single-location or purely national brand work.
•Proven track record managing SEO, Paid Search, CRO, and Web Development vendors as a client, including holding partners to KPIs and renegotiating scope or price based on performance.
•Technical fluency, not just familiarity, in paid search/social platform mechanics, technical and local SEO, GA4/attribution, and structured conversion testing, sufficient to direct and challenge vendor work.
•Experience designing and managing the marketing technology ecosystem, to include building landing pages, marketing automation, Zaps and Zapier workflows, API integrations, and ensuring seamless data flows across platforms.
•Experience building or overseeing BI dashboards (Tableau, Power BI, or Domo preferred) for recurring reporting cadences.
•Expertise in maintaining CRM integrity, lead routing, system integrations, dashboard accuracy, attribution, and overall marketing data quality.
•Working understanding of how AI is changing SEO, paid media, and content production, and comfort directing vendors on adopting it well.
•Excellent communication and presentation skills, including with executive leadership.