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About the Role
HelloCollege helps families navigate the college admissions process nationwide. As Director of Marketing, you will own the marketing engine responsible for attracting families, driving lead volume and quality, and managing a significant annual budget. This role requires a data-driven leader who excels at people management, utilizes data extensively, and integrates AI into daily operations.
Responsibilities
- Deliver the annual lead plan, aiming for 20-30% year-over-year growth.
- Report monthly to leadership on lead generation by channel, Customer Acquisition Cost (CAC), and lead quality, including analysis and recommendations.
- Develop and execute a testing roadmap across marketing channels focused on hypothesis-driven improvements.
- Manage approximately $1M in variable and $1M in fixed annual marketing spend.
- Reallocate budget between channels based on performance within the approved plan.
- Recommend annual budget and lead-spend levels, seeking approval for spending outside the approved budget.
- Oversee strategy and landing page testing for paid search and paid social channels.
- Set direction and manage agency performance for organic search, SEO, and AEO.
- Oversee program design and performance tracking for referrals and brand advocacy.
- Own strategy and performance for email, events, and partnerships.
- Manage relationships, contracts, and performance with lead providers and affiliate partners.
- Provide oversight for organic social media, with execution managed by the Content/Social lead.
- Lead full-time, part-time, and fractional team members, as well as agencies, setting goals and ensuring accountability.
- Shape the evolving team structure to align with growth plans.
- Evaluate agency and vendor performance, recommending changes with leadership approval.
- Manage the marketing team using EOS principles, including Rocks, scorecard, L10 meetings, and issue resolution.
- Own marketing analytics and infrastructure, including HubSpot, GA4, GSC, attribution, and reporting.
- Manage the WordPress/Elementor website, providing hands-on support when necessary.
- Steward the brand and messaging daily, with final approval from the Chief Strategy Officer.
- Lead ongoing customer research through interviews, surveys, and direct outreach.
- Utilize AI daily for analysis, research, and content creation.
- Build AI agents and workflows to enhance team output and expand AI capabilities.
- Collaborate with Sales on lead quality, handoffs, and shared funnel metrics.
- Partner with Service on referrals, testimonials, and proof points.
Requirements
- 10+ years of marketing experience.
- 5+ years of experience leading a marketing team, including goal setting, people management, and accountability.
- Experience in B2C, high-ticket professional services (e.g., education, healthcare, financial, legal).
- Deep expertise in paid acquisition, including PPC and affiliate or lead-provider programs.
- Proven track record of managing a multi-channel budget and reallocating spend based on performance.
- Metrics-driven approach with a testing mindset: forming hypotheses, running tests, and acting on learnings.
- Strong hands-on reporting skills.
- Comfortable working directly in WordPress and Elementor.
- Expert daily use of AI tools (e.g., Claude) for analysis, research, and planning.
- Experience managing agencies and outside partners against clear performance goals.
- Strong understanding of customer needs and messaging, with enjoyment of direct customer interaction.
Skills
- Marketing strategy
- Lead generation
- Performance marketing
- Budget management
- Team leadership
- Agency management
- Data analysis
- Reporting
- A/B testing
- WordPress
- Elementor
- AI tools
- Customer research
- Brand management
- Paid search (PPC)
- Paid social
- SEO
- AEO
- Email marketing
- Event marketing
- Partnership management
- Affiliate marketing
- Customer relationship management (CRM)
- Google Analytics (GA4)
- Google Search Console (GSC)
- HubSpot
Location
- Remote (U.S.)
Work Type
- Remote
- Full-time
Experience Level
- 10+ years of marketing experience
- 5+ years of marketing team leadership experience
Salary/Compensations
- $100,000-$120,000 base salary
- Performance-based bonus
Benefits
- Health insurance
- Dental insurance
- Life insurance
- Unlimited PTO
- 401K (no match)
About the Company
- HelloCollege helps families through every step of college admissions, from 7th grade through senior year, with admissions counseling, tutoring, essay coaching, and test prep.
- We serve families nationwide.