Director, Paid Media & Performance Marketing at Projectkittyhawk

At Project Kitty Hawk our mission is to build pathways for adult learners to earn high-quality, workforce-aligned degrees and credentials from North Carolina’s public universities. We partner with institutions across the UNC System to create flexible programs in high-demand fields, helping thousands of nontraditional students advance their careers and move up the economic ladder.

The role

We are hiring a Director of Paid Media & Performance Marketing on a full-time basis. This lead-level position is responsible for shaping and executing paid media strategies that drive awareness and enrollment for online programs offered by multiple UNC System partners. The role operates in a hybrid work mode and reports within the marketing function.

Core responsibilities

• Own end-to-end paid media strategy and execution across a full-funnel mix, balancing high-intent search campaigns with upper-funnel awareness and demand-generation efforts on social, forums, and emerging platforms.
• Translate enrollment targets, program demand signals, and partner brand guidelines into tailored channel plans, then continuously monitor and optimize spend to improve CPL, CPA, conversion rates, and lead quality.
• Collaborate with SEO, web, CRO, admissions, and analytics teams to align messaging, landing pages, and conversion paths while evaluating new platforms and applying disciplined test-and-learn frameworks before scaling investment.

Skills and experience

Candidates should bring at least seven years of hands-on experience in paid media and performance marketing, including direct ownership of strategy, execution, and optimization. Deep expertise in high-intent, down-funnel paid search and proven success running upper-funnel awareness campaigns across paid social and diverse platforms is required. Strong analytical skills and the ability to translate data into forecasts and actionable recommendations are essential.

Hands-on proficiency with Google Ads (Search, Display, YouTube), Microsoft Advertising, Meta, and LinkedIn Campaign Manager is expected, along with experience using Google Analytics (GA4), Google Tag Manager, and attribution or BI tools such as Looker or Tableau. Familiarity with SEO and competitive research platforms, A/B testing tools, and CMS or landing-page systems is also needed. Experience in higher education is a plus, and all work is conducted in English.

Compensation and benefits

We provide a comprehensive benefits package that includes medical, dental, and vision insurance, a 401k with match, generous paid time off that includes volunteer time, and hybrid work flexibility. Performance bonuses may be available in addition to competitive base compensation.

How to apply

If you share our commitment to expanding access to high-quality education for adult learners and have the paid media expertise to help us reach them efficiently, we encourage you to apply.