Director, Channel Marketing
Colorado In Motion, Louisville, KY, United States
The Director, Channel Marketing owns EIM’s channel ecosystem, ensuring paid, organic, lifecycle, and experiential channels work together to drive awareness, demand, enrollment, and engagement across the business. This role is responsible for channel strategy, performance management, prioritization, and enablement, ensuring each channel operates effectively on its own while contributing to a cohesive, student-centered journey.
Serving as the leader for channel execution, this role partners closely with Product Marketing, Marketing Operations, Analytics, Admissions, and Creative to translate product and brand strategy into high-performing channel plans. The Director leads channel leaders and teams, setting standards, goals, and operating rhythms while ensuring scalability and continuous optimization.
Channel Strategy & Portfolio Leadership
Own channel strategy across paid media, SEO & digital experience, lifecycle marketing, and events Define the role each channel plays across the student journey and program lifecycle Ensure channel strategies align with product positioning, launch plans, and enrollment goals Balance investment and prioritization across channels based on performance and business needs Paid Media Leadership
Oversee paid media strategy and execution across paid search, paid social, display, and retargeting Ensure strong budget management, pacing, and ROI across business units Guide testing, experimentation, and optimization approaches Partner with Product Marketing and Creative to ensure messaging alignment and performance SEO & Digital Experience Oversight
Provide strategic leadership for SEO, UX, CRO, and web experience initiatives Partner with the Manager, SEO & Digital Experience to drive discoverability, usability, and conversion Ensure SEO and UX priorities support product launches and lifecycle needs Oversee performance metrics related to organic growth and digital experience Lifecycle Marketing Leadership
Own lifecycle channel strategy across inquiry, application, enrollment, and retention stages Ensure lifecycle communications are timely, relevant, and aligned with admissions workflows Guide segmentation, journey design, and testing in partnership with Analytics and Operations Ensure lifecycle efforts support conversion and student experience goals Events & Experiential Marketing Oversight
Lead events strategy across recruitment, partner engagement, and brand initiatives Ensure events align with channel and product strategies and deliver measurable outcomes Oversee execution quality, budget management, and post-event performance analysis Partner with Product Marketing and Admissions to integrate events into the broader funnel Performance, Optimization & Reporting
Own channel-level KPIs and performance reviews across the portfolio Partner with Analytics to interpret data and surface insights, risks, and opportunities Drive continuous optimization through testing, iteration, and prioritization Ensure consistent reporting and visibility into channel performance Cross-Functional Collaboration
Partner closely with Product Marketing to support launches and lifecycle priorities Collaborate with Marketing Operations to ensure tools, tracking, and processes enable execution Work with Admissions to align channel efforts with enrollment workflows and outcomes Coordinate with Creative and Communications to ensure channels are supported with strong assets and messaging Team Leadership & Development
Lead, mentor, and develop channel leaders and teams Set clear expectations, goals, and operating rhythms across channel functions Foster a collaborative, performance-driven culture Support hiring, onboarding, and capability development Budget & Resource Management
Own channel marketing budgets and resource allocation Ensure investments are aligned to performance, priorities, and growth goals Balance efficiency with experimentation and innovation Qualifications
Bachelor’s degree in Marketing, Business, Communications, or related field, or equivalent experience 6+ years of experience in channel marketing, performance marketing, or growth leadership roles Proven experience leading paid media and SEO Strong understanding of the full marketing funnel and multi-channel attribution Experience managing managers and cross-functional teams Data-driven decision maker with strong analytical orientation Excellent communication and stakeholder management skills Ability to balance strategic leadership with execution oversight Experience in higher education, OPMs, or healthcare preferred
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Own channel strategy across paid media, SEO & digital experience, lifecycle marketing, and events Define the role each channel plays across the student journey and program lifecycle Ensure channel strategies align with product positioning, launch plans, and enrollment goals Balance investment and prioritization across channels based on performance and business needs Paid Media Leadership
Oversee paid media strategy and execution across paid search, paid social, display, and retargeting Ensure strong budget management, pacing, and ROI across business units Guide testing, experimentation, and optimization approaches Partner with Product Marketing and Creative to ensure messaging alignment and performance SEO & Digital Experience Oversight
Provide strategic leadership for SEO, UX, CRO, and web experience initiatives Partner with the Manager, SEO & Digital Experience to drive discoverability, usability, and conversion Ensure SEO and UX priorities support product launches and lifecycle needs Oversee performance metrics related to organic growth and digital experience Lifecycle Marketing Leadership
Own lifecycle channel strategy across inquiry, application, enrollment, and retention stages Ensure lifecycle communications are timely, relevant, and aligned with admissions workflows Guide segmentation, journey design, and testing in partnership with Analytics and Operations Ensure lifecycle efforts support conversion and student experience goals Events & Experiential Marketing Oversight
Lead events strategy across recruitment, partner engagement, and brand initiatives Ensure events align with channel and product strategies and deliver measurable outcomes Oversee execution quality, budget management, and post-event performance analysis Partner with Product Marketing and Admissions to integrate events into the broader funnel Performance, Optimization & Reporting
Own channel-level KPIs and performance reviews across the portfolio Partner with Analytics to interpret data and surface insights, risks, and opportunities Drive continuous optimization through testing, iteration, and prioritization Ensure consistent reporting and visibility into channel performance Cross-Functional Collaboration
Partner closely with Product Marketing to support launches and lifecycle priorities Collaborate with Marketing Operations to ensure tools, tracking, and processes enable execution Work with Admissions to align channel efforts with enrollment workflows and outcomes Coordinate with Creative and Communications to ensure channels are supported with strong assets and messaging Team Leadership & Development
Lead, mentor, and develop channel leaders and teams Set clear expectations, goals, and operating rhythms across channel functions Foster a collaborative, performance-driven culture Support hiring, onboarding, and capability development Budget & Resource Management
Own channel marketing budgets and resource allocation Ensure investments are aligned to performance, priorities, and growth goals Balance efficiency with experimentation and innovation Qualifications
Bachelor’s degree in Marketing, Business, Communications, or related field, or equivalent experience 6+ years of experience in channel marketing, performance marketing, or growth leadership roles Proven experience leading paid media and SEO Strong understanding of the full marketing funnel and multi-channel attribution Experience managing managers and cross-functional teams Data-driven decision maker with strong analytical orientation Excellent communication and stakeholder management skills Ability to balance strategic leadership with execution oversight Experience in higher education, OPMs, or healthcare preferred
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