Director of Paid Search & Conversion Rate Optimization

Who We Are StudyPoint is a national leader in private tutoring, dedicated to helping students succeed. We’re a fast-growing, mission-driven company that thrives on innovation, collaboration, and excellence. Our team is passionate, supportive, and committed to making a meaningful impact in education. At StudyPoint, we believe in growth — both for our students and our team. Our culture is built around core values that drive everything we do: Onward and Upward | Embrace Growth & Learning | Deliver and Expect Excellence | Care for One Another | Communicate, Communicate, Communicate | Have Fun Role Overview Our mission is to help kids succeed in school, and search marketing is central to our plans to reach more families. Over the next three years, we aim to 3X–5X our SEM investment and associated revenue, and toward that end we are looking for a data-driven search marketing professional who can lead this growth while maintaining strong ROI and efficient customer acquisition. As the Director of Paid Search & Conversion Rate Optimization (CRO), you will be responsible for the day-to-day execution, management, and optimization of our search advertising campaigns on Google and Microsoft Ads. In addition to search campaign execution, you will lead our CRO efforts to strengthen our downstream funnel results in support of our Paid Search channel. You’ll work cross-functionally with stakeholders, including leadership, to align paid strategies with overall business goals. As part of those efforts, you will be expected to develop and help deliver critical business intelligence to inform our decision-making and strengthen our marketing attribution efforts. The role requires collaboration across our marketing team, internal sales teams, leadership team, and outside partners. This is a remote position, with a preference for candidates in the Eastern time zone (especially MA-based applicants). Key Responsibilities: Campaign Management & Execution Manage the paid search budget, allocating spend strategically across campaigns to maximize ROI, scale our search investment efficiently, and meet channel growth targets. Manage bidding and geographic targeting changes, including data processes for strengthening algorithmic targeting and reach. Conduct ongoing monitoring and optimization of keywords, ads, assets, and audiences, including leveraging A/B testing tools to drive continuous improvement. Track and continuously improve critical KPIs, including lead volume, cost per lead, return on ad spend, quality scores, and more. Lead efforts to scale existing campaigns and/or develop new ones. Monitor and report on competitor paid search activity and market trends to identify new opportunities and threats. Conversion Rate Optimization Lead our approach to improving conversion rates from paid traffic, treating landing page optimization as a core driver of SEM performance. Lead research and idea generation, develop requirements and/or guidance for internal and external partners, and oversee page development, testing, implementation, and measurement. In some cases you will design and implement the tests yourself using our CMS and/or internal staff support. In others you will collaborate across both internal and external partners. Own monitoring and reporting on those ongoing CRO experiments, and also own ensuring that landing page tests do not negatively impact user experience or Google quality scores. Strategic Planning, Collaboration & Communication Given that SEM performance is deeply connected to lead quality, conversion rates, and lifetime value, this role requires close partnership with Sales and Customer Success leaders. You will also work with our product team to ensure alignment as we expand into new keyword/product categories. As part of that collaboration, you will build and maintain weekly & monthly reports for key stakeholders and the leadership team. This includes presenting performance insights and recommendations from a framework that focuses on business outcomes. And when appropriate, you will support efforts to test new digital channels like paid social, local service ads, and SEO. What Success Looks Like in Year One Lead strong top line revenue growth from our SEM/PPC channel while maintaining or improving contribution ROI. Build strategic plan for years two and three to ensure strong growth roadmap for search channel. Strengthen and automate our business intelligence tools to support day to day campaign management as well as leadership decision making. Develop stronger attribution infrastructure to support detailed campaign budgeting and bidding. Support and collaborate on several key internal initiatives that will require us to experiment with and innovate on our search marketing tactics. Increase the throughput on CRO testing cycles and build a clear roadmap for future tests. What We're Looking For Minimum of 4 years of experience focused on Paid Search Marketing (SEM/PPC), with at least 1 year in a leadership or Director-level capacity. Deep expertise in Google Ads, including Search, Display, and Performance Max campaign types. Proven track record of managing significant advertising budgets and delivering measurable growth and ROI improvements. Landing page optimization experience, including developing and measuring landing page experiments. Strong analytical skills and a willingness to learn new data analysis tools, including the ability to lead our efforts to continuously improve analysis, conversion tracking, and attribution. Excellent communication skills with the ability to present complex data and insights to executive leadership. Experience with, or willingness to learn, CMS tools and basic HTML/tagging to support CRO efforts and conversion tracking. What You'll Gain Hands-on ownership of a high-impact marketing channel. Mentorship from senior leadership and collaboration with top marketing professionals. A competitive salary, dependent on experience and location. Fully remote role with a collaborative, supportive team. Comprehensive Benefits package, including: 3 weeks paid time off + 9 holidays (& your birthday off!) Health, vision, and dental coverage options Annual paid volunteer day to give back Significant tutoring discounts for family members Access to our Employee Engagement & Rewards Platform, offering: Gift cards to top retailers, Charitable donation opportunities, Extra vacation days, & Personalized gifts

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    {
      "text": "Campaign Management & Execution",
      "content": "\n<li>Manage the paid search budget, allocating spend strategically across campaigns to maximize ROI, scale our search investment efficiently, and meet channel growth targets.</li>\n<li>Manage bidding and geographic targeting changes, including data processes for strengthening algorithmic targeting and reach.</li>\n<li>Conduct ongoing monitoring and optimization of keywords, ads, assets, and audiences, including leveraging A/B testing tools to drive continuous improvement.</li>\n<li>Track and continuously improve critical KPIs, including lead volume, cost per lead, return on ad spend, quality scores, and more.</li>\n<li>Lead efforts to scale existing campaigns and/or develop new ones.</li>\n<li>Monitor and report on competitor paid search activity and market trends to identify new opportunities and threats.</li>\n"
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      "text": "Conversion Rate Optimization",
      "content": "\n<li>Lead our approach to improving conversion rates from paid traffic, treating landing page optimization as a core driver of SEM performance.</li>\n<li>Lead research and idea generation, develop requirements and/or guidance for internal and external partners, and oversee page development, testing, implementation, and measurement.</li>\n<li>In some cases you will design and implement the tests yourself using our CMS and/or internal staff support. In others you will collaborate across both internal and external partners.</li>\n<li>Own monitoring and reporting on those ongoing CRO experiments, and also own ensuring that landing page tests do not negatively impact user experience or Google quality scores.</li>\n"
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      "text": "Strategic Planning, Collaboration & Communication",
      "content": "\n<li>Given that SEM performance is deeply connected to lead quality, conversion rates, and lifetime value, this role requires close partnership with Sales and Customer Success leaders.</li>\n<li>You will also work with our product team to ensure alignment as we expand into new keyword/product categories.</li>\n<li>As part of that collaboration, you will build and maintain weekly &amp; monthly reports for key stakeholders and the leadership team. This includes presenting performance insights and recommendations from a framework that focuses on business outcomes.</li>\n<li>And when appropriate, you will support efforts to test new digital channels like paid social, local service ads, and SEO.</li>\n"
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    },
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      "text": "What We're Looking For",
      "content": "\n<li>Minimum of 4 years of experience focused on Paid Search Marketing (SEM/PPC), with at least 1 year in a leadership or Director-level capacity.</li>\n<li>Deep expertise in Google Ads, including Search, Display, and Performance Max campaign types.</li>\n<li>Proven track record of managing significant advertising budgets and delivering measurable growth and ROI improvements.</li>\n<li>Landing page optimization experience, including developing and measuring landing page experiments.</li>\n<li>Strong analytical skills and a willingness to learn new data analysis tools, including the ability to lead our efforts to continuously improve analysis, conversion tracking, and attribution.</li>\n<li>Excellent communication skills with the ability to present complex data and insights to executive leadership.</li>\n<li>Experience with, or willingness to learn, CMS tools and basic HTML/tagging to support CRO efforts and conversion tracking.</li>\n"
    },
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      "text": "What You'll Gain",
      "content": "\n<li>Hands-on ownership of a high-impact marketing channel.</li>\n<li>Mentorship from senior leadership and collaboration with top marketing professionals.</li>\n<li>A competitive salary, dependent on experience and location.</li>\n<li>Fully remote role with a collaborative, supportive team.</li>\n<li>Comprehensive Benefits package, including:</li>\n<li>3 weeks paid time off + 9 holidays (&amp; your birthday off!)</li>\n<li>Health, vision, and dental coverage options</li>\n<li>Annual paid volunteer day to give back</li>\n<li>Significant tutoring discounts for family members</li>\n<li>Access to our Employee Engagement &amp; Rewards Platform, offering: Gift cards to top retailers, Charitable donation opportunities, Extra vacation days, &amp; Personalized gifts</li>\n"
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