Marketing Funnel ROI and Customer Journey Expert - Fast Growing Creative College Alternative

Most marketing teams are organized around channels. Ours is about to be organized around a funnel — one funnel, one owner, one number. We are an established company with 15 years in business and over 50 locations. We are looking for a high-level expert to take complete ownership of the path a customer travels from the first time they see us to the moment they sit down with one of our sales consultants. Every dollar in, every appointment out, and everything in between belongs to this person. COMPANY: We've built a national presence by focusing on excellence as a college alternative for young people and career changers. Growth has taken off over the last three years, growing us from seven to fifty-four locations and counting. Knowing precisely which parts of our marketing are producing profitable appointments — and which are quietly burning budget — is the problem we're hiring you to solve. You will have a team of content creators already familiar with the company and working in it for a year or more, at your service. ROLE: You will take a fresh look at our systems and messaging and translate your insights into action - owning the return on investment of our entire marketing funnel and customer journey. That means the paid media and social content that create awareness, the landing pages and offers that convert attention into a lead, the video sales letter(s), email and SMS sequences that nurture that lead, and the handoff that puts a qualified, motivated prospect on a high-ticket salesperson's calendar. When cost per booked appointment moves, you know why. When it moves in the wrong direction, you already have the fix. Month 1 - understand everything. Month 2 - make the needed changes. Month 3 - oversee initial results and modify for perfection Month 4+ - stay contracted to keep an eye on the funnel flywheel and give it the nudge it needs from time to time. What you will own: ****Top of funnel — getting the right people in**** - Full strategy, budget, and performance of paid media (Meta, Google, YouTube, TikTok and any channel you can prove out) - Paid social content that drives qualified demand, not vanity metrics - Creative testing cadence — offers, hooks, angles, formats — and the discipline to kill what isn't working ****Mid-funnel — converting attention into a lead**** - Landing pages, videos, forms, quizzes, questionnaires, booking flows, and every step of the on-site experience - Conversion rate optimization as an ongoing practice, not an occasional project - Offer architecture: what we lead with, what we say, and what we ask for at each stage ****Bottom of funnel — turning leads into booked appointments**** - All lead nurture email and SMS: sequences, segmentation, deliverability, and compliance (TCPA, CAN-SPAM) - Speed-to-lead, show rate, and reschedule/no-show recovery in partnership with the Sales Setter Team - The handoff to the Sales Setter Team — what they receive, when they receive it, and how well-prepared the prospect is when they arrive ****Across all of it — the numbers**** - Own the funnel scorecard: cost per lead, cost per booked appointment, lead-to-appointment rate, show rate, ROAS/MER, and blended CAC by market - Build the attribution and reporting that lets leadership see funnel economics clearly, at both the national and location level - Report on funnel ROI to leadership on a regular cadence, with a point of view — not just a dashboard WHAT WE ARE LOOKING FOR: - 7+ years driving measurable customer acquisition, with direct hands-on ownership of paid media budgets (we'd like to see meaningful monthly spend managed) - Demonstrated experience across the *full* funnel — you've run ads, built or directed landing pages, and written or owned nurture sequences. Channel specialists who've only lived in one layer won't thrive here. - Experience in a lead-generation model where the goal is a booked appointment or consultation, not an e-commerce checkout - Fluency with the numbers: you can explain how a change in click-through rate flows through to cost per booked appointment, and you can build the reporting to prove it - Hands-on with the tooling — ad platforms, CRM and marketing automation, landing page builders, analytics and call tracking - Comfort working closely with a commission-driven sales team, including having candid conversations about lead quality. THE CEO IS ON YOUR SIDE This person will have the full support of the CEO, along with the support of our CTO/CAiO, COO, copyrighters, video editor, content production team and social media managers. We want you to win!