Lead Specialist, Digital Marketing (Paid Media / Performance)

Edtech.com's Summary

Pearson is hiring a Lead Specialist, Digital Marketing (Paid Media / Performance). This role involves defining and executing performance marketing strategies across paid search, social, and demand generation, managing paid media platforms and agency relationships, and driving data-driven insights to optimize ROI. The position requires ownership of campaign performance measurement, operational excellence in paid media management, and continuous improvement through innovation and technology adoption.

Highlights

Define and deliver paid media strategies aligned to commercial goals across multiple channels including Google Ads, Microsoft Ads, Meta, LinkedIn, and emerging platforms.
Manage day-to-day and strategic relationships with paid media agencies and external partners.
Lead performance measurement with expertise in GA4, GTM, Consent Mode v2, and advanced attribution modeling.
Provide actionable insights and executive-level reporting to support forecasting and investment decisions.
Ensure operational excellence by maintaining governance standards, documentation, and campaign optimization routines.
Drive innovation by identifying automation and AI-driven opportunities to improve marketing workflows.
Required skills include extensive hands-on experience in performance marketing, strong analytical capabilities, stakeholder management, and agency oversight.
Preferred qualifications include experience in education or regulated sectors, knowledge of BigQuery and Looker, and Google Ads certification.
Collaborate across corporate marketing, CRM, and portfolio teams to shape campaign priorities.
Role is full-time with a remote workplace and falls under the Corporate Marketing & Communications organization.

Lead Specialist, Digital Marketing (Paid Media / Performance) Full Description

Key Responsibilities

Performance Strategy & Execution

Define and deliver performance marketing strategies across paid search, paid social, and demand generation campaigns, aligned to agreed commercial objectives.
Translate business and portfolio goals into channel-level strategies, budgets, and KPIs.
Ensure activity is audience-led, insight-driven, and optimised to deliver measurable ROI and revenue contribution.
Own performance marketing execution across multiple campaigns, products, and qualification portfolios.

Channel & Platform Ownership

Oversee paid media strategy, implementation, optimisation, and reporting across platforms including Google Ads and Microsoft Ads, including Search, Display, YouTube, and Performance Max; Meta, LinkedIn, Reddit, Spotify, Quora and emerging channels, ensuring best-practice application.
Build out testing frameworks, and lead on creative experimentation, audience strategies, and bidding approaches.
Maintain platform health, governance standards, naming conventions, account structures, and documentation.

Agency & Partner Management

Own day-to-day and strategic relationships with paid media agencies and external partners.
Manage priorities, testing roadmaps, optimisation requirements, and performance expectations with agencies and partners.
Quality-assure agency output, challenge recommendations where required, and ensure best-value delivery.
Resolve performance or delivery issues, coordinating with agencies, platforms, and internal stakeholders as needed.

Data, Analytics & Measurement

Own performance measurement across paid media channels, ensuring robust tracking, attribution, and reporting.
Maintain GA4, GTM, Consent Mode v2, enhanced conversions, and cross-domain measurement approaches.
Provide actionable insights through reporting, dashboards, and executive summaries for senior stakeholders.
Support forecasting, budget pacing, and performance modelling in collaboration with finance and senior marketing leadership.

Operational Excellence

Lead on day-to-day paid media operations, driving consistency, quality, and efficiency.
Partner with portfolio leads, subject marketers, CRM, and senior marketing stakeholders to shape campaign approach and priorities.
Translate complex performance data into clear, non-technical insights suitable for leadership audiences.
Advise on channel performance, investment decisions, and optimisation opportunities.
Establish and maintain best-practice processes, BAU optimisation routines, and campaign governance standards.
Maintain central trackers, documentation, credit card expenses, and request processes for paid media activity.
Contribute to knowledge sharing and capability uplift across the wider marketing team.

Innovation & Continuous Improvement

Identify and action opportunities for improvement across automation, tooling, attribution, and workflow efficiency, and help drive adoption where appropriate.
Support adoption of new technologies, platforms, and AI-driven optimisation approaches where appropriate.

Skills & Experience

Essential

Extensive hands-on experience in performance marketing, with deep expertise in paid search and paid media strategy.
Proven track record of delivering ROI-positive campaigns aligned to commercial objectives.
Strong analytical capability, with confidence working directly with data, platforms, and performance metrics.
Advanced knowledge of GA4, GTM, Consent Mode v2, enhanced conversions, and attribution modelling.
Experience reporting to senior, non-technical stakeholders and producing executive-ready insights.
Strong stakeholder management skills, with the ability to influence without direct authority.
Experience managing agencies and external partners.
Highly organised, detail-oriented, and comfortable operating across multiple portfolios and timelines.

Desirable

Experience within education, qualifications, or regulated sectors.
Exposure to BigQuery, Looker, or data warehousing environments.
Experience contributing to capability building, documentation, or training initiatives.
Understanding of advanced statistical analysis techniques such as marketing mix modelling and correlation modelling.
Google Ads and/or platform certifications.

Pearson is an Equal Opportunity Employer and a member of E-Verify. Employment decisions are based on qualifications, merit and business need. Qualified applicants will receive consideration for employment without regard to race, ethnicity, color, religion, sex, sexual orientation, gender identity, gender expression, age, national origin, protected veteran status, disability status or any other group protected by law. We actively seek qualified candidates who are protected veterans and individuals with disabilities as defined under VEVRAA and Section 503 of the Rehabilitation Act.

If you are an individual with a disability and are unable or limited in your ability to use or access our career site as a result of your disability, you may request reasonable accommodations by emailing TalentExperienceGlobalTeam@grp.pearson.com.

Job:

Marketing

Job Family: GO_TO_MARKET

#LI-REMOTE

Original Job Description

Key Responsibilities

Performance Strategy & Execution

Define and deliver performance marketing strategies across paid search, paid social, and demand generation campaigns, aligned to agreed commercial objectives.
Translate business and portfolio goals into channel-level strategies, budgets, and KPIs.
Ensure activity is audience-led, insight-driven, and optimised to deliver measurable ROI and revenue contribution.
Own performance marketing execution across multiple campaigns, products, and qualification portfolios.

Channel & Platform Ownership

Oversee paid media strategy, implementation, optimisation, and reporting across platforms including Google Ads and Microsoft Ads, including Search, Display, YouTube, and Performance Max; Meta, LinkedIn, Reddit, Spotify, Quora and emerging channels, ensuring best-practice application.
Build out testing frameworks, and lead on creative experimentation, audience strategies, and bidding approaches.
Maintain platform health, governance standards, naming conventions, account structures, and documentation.

Agency & Partner Management

Own day-to-day and strategic relationships with paid media agencies and external partners.
Manage priorities, testing roadmaps, optimisation requirements, and performance expectations with agencies and partners.
Quality-assure agency output, challenge recommendations where required, and ensure best-value delivery.
Resolve performance or delivery issues, coordinating with agencies, platforms, and internal stakeholders as needed.

Data, Analytics & Measurement

Own performance measurement across paid media channels, ensuring robust tracking, attribution, and reporting.
Maintain GA4, GTM, Consent Mode v2, enhanced conversions, and cross-domain measurement approaches.
Provide actionable insights through reporting, dashboards, and executive summaries for senior stakeholders.
Support forecasting, budget pacing, and performance modelling in collaboration with finance and senior marketing leadership.

Operational Excellence

Lead on day-to-day paid media operations, driving consistency, quality, and efficiency.
Partner with portfolio leads, subject marketers, CRM, and senior marketing stakeholders to shape campaign approach and priorities.
Translate complex performance data into clear, non-technical insights suitable for leadership audiences.
Advise on channel performance, investment decisions, and optimisation opportunities.
Establish and maintain best-practice processes, BAU optimisation routines, and campaign governance standards.
Maintain central trackers, documentation, credit card expenses, and request processes for paid media activity.
Contribute to knowledge sharing and capability uplift across the wider marketing team.

Innovation & Continuous Improvement

Identify and action opportunities for improvement across automation, tooling, attribution, and workflow efficiency, and help drive adoption where appropriate.
Support adoption of new technologies, platforms, and AI-driven optimisation approaches where appropriate.

Skills & Experience

Essential

Extensive hands-on experience in performance marketing, with deep expertise in paid search and paid media strategy.
Proven track record of delivering ROI-positive campaigns aligned to commercial objectives.
Strong analytical capability, with confidence working directly with data, platforms, and performance metrics.
Advanced knowledge of GA4, GTM, Consent Mode v2, enhanced conversions, and attribution modelling.
Experience reporting to senior, non-technical stakeholders and producing executive-ready insights.
Strong stakeholder management skills, with the ability to influence without direct authority.
Experience managing agencies and external partners.
Highly organised, detail-oriented, and comfortable operating across multiple portfolios and timelines.

Desirable

Experience within education, qualifications, or regulated sectors.
Exposure to BigQuery, Looker, or data warehousing environments.
Experience contributing to capability building, documentation, or training initiatives.
Understanding of advanced statistical analysis techniques such as marketing mix modelling and correlation modelling.
Google Ads and/or platform certifications.

Job:

Marketing

Job Family: GO_TO_MARKET

#LI-REMOTE

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