BASIS Ed is seeking a data-driven Performance Marketing Manager to lead paid media strategy and execution across its growing network of public charter schools. This role will translate enrollment priorities into high-performing, market-specific campaigns that generate qualified prospective-family leads and applications located at our Scottsdale Central Office!
Visit enrollbasis.com to learn more about us!
About BASIS Ed
Join an organization that is helping transform standards for public education. BASIS Ed is the management services provider for BASIS Charter Schools, the highest-performing public school network in the U.S., as well as other innovative public charter school models.
Role Overview
BASIS Ed is seeking a data-driven Performance Marketing Manager who thrives as both a strategic planner and a hands-on operator to lead paid media strategy and execution across its growing network of public charter schools. Located at our Scottsdale Central Office, this role will translate enrollment priorities into high-performing, market-specific campaigns that generate qualified prospective-family leads and applications.
The Performance Marketing Manager will oversee paid search, paid social, programmatic, and emerging acquisition channels; manage media budgets and forecasting; and continuously drive results through testing, optimization, and advanced performance analysis. Working closely with Enrollment, Creative, Lifecycle Marketing, and school leadership, this position will ensure advertising investments are aligned with enrollment goals and supported by reliable, connected measurement architecture.
Essential Functions
Performance Marketing Strategy & Planning
- Develop and execute data-informed paid media strategies aligned with network, market, and school-level enrollment priorities.
- Translate enrollment goals, available seat capacity, and audience insights into actionable, high-ROI acquisition plans.
- Build distinct strategies for Open Enrollment, evergreen recruitment, new-school launches, and priority campuses.
- Recommend and refine the appropriate channel, audience, budget, and campaign mix for each market.
Hands-On Campaign Execution & Optimization
- Act as both strategist and primary operator—personally driving campaign planning, structure, setup, launch, and daily optimization across Google Ads, Meta Ads Manager, and emerging channels.
- Oversee targeting, bidding strategies, keyword selection, budget pacing, and quality control across paid search, paid social, display, video, retargeting, and programmatic channels.
- Continuously test audience segments, messaging, creative concepts, offers, and landing-page experiences.
- Proactively diagnose underperforming campaigns in-platform and implement timely corrective action.
Acquisition, Conversion & Funnel Analysis
- Generate qualified prospective-family inquiries, event registrations, application starts, and submitted applications.
- Partner with the Lifecycle Marketing Manager to optimize landing pages, lead forms, conversion paths, and CRM handoffs.
- Analyze full-funnel performance from ad impression through application and final student enrollment.
- Identify conversion bottlenecks and implement data-backed improvements based on campaign and user-behavior insights.
Analytics, BI Tools, Attribution & Reporting
- Dashboard Building & Ownership: Design, build, and maintain robust advertising and analytics dashboards from scratch to provide clear, actionable performance insights to marketing, enrollment, and executive leadership.
- Data Integration: Take direct ownership of connecting disparate advertising data sources (Google Ads, Meta, CRM, enrollment portals) into centralized reporting environments.
- Establish baseline performance targets, attribution frameworks, and reporting standards across campaigns and markets.
- Maintain consistent campaign tracking standards through UTM governance, tracking pixels, conversion events, and platform integrations.
- Partner with Marketing Operations to connect advertising performance seamlessly with HubSpot, SchoolMint, and internal enrollment data.
Budget & Vendor Management
- Manage annual and campaign-level media budgets across multiple school brands, campuses, and geographic markets.
- Forecast lead and application volume using historical performance models and enrollment targets.
- Monitor spending pacing and dynamically reallocate investment based on live channel performance, campus capacity, and urgency.
- Evaluate media platforms, ad tech tools, and external partners based on measurable value and ROI.
- Manage agency and vendor relationships when specialized support or overflow execution is required.
Team & Cross-Functional Leadership
- Manage and mentor a Performance Marketing Coordinator, balancing strategic direction with hands-on coaching.
- Partner with Creative and Content teams to produce performance-driven assets rooted in audience insights.
- Collaborate with Enrollment managers and school leaders to understand localized priorities, campus capacity, and market dynamics.
- Establish clear campaign workflows, documentation, naming conventions, and quality-control standards.
- Communicate complex performance data clearly to non-technical stakeholders and convert findings into practical recommendations.
Position Qualifications
- Education: Bachelor’s degree in marketing, advertising, business, communications, analytics, or a related field.
- Experience: 5+ years of hands-on experience managing paid digital acquisition and performance marketing campaigns.
- Dual Mindset: Proven ability to operate as both a high-level strategist/planner and a hands-on daily operator in ad platforms and reporting tools.
- Platform Mastery: Demonstrated hands-on expertise with Google Ads (Search, Display, YouTube, PMax) and Meta Ads Manager.
- Dashboard Building & BI Expertise: Demonstrated experience building and owning custom performance dashboards (beyond standard Excel/Google Sheets) and integrating disparate data pipelines for multi-channel reporting.
- Budget Management: Proven track record of managing significant, multi-market media budgets and optimizing for cost-per-lead (CPL) and cost-per-acquisition (CPA).
- Technical Analytics: Deep understanding of web analytics, tracking pixels, conversion API setups, UTM taxonomy, and multi-touch attribution.
- Leadership & Collaboration: Strong project management, cross-functional collaboration, and communication skills, with experience managing team members, agencies, or vendor relationships.
Preferred Qualifications
- Advanced BI & Data Tools: Direct hands-on experience with business intelligence platforms (e.g., Tableau, Looker, or HubSpot Dashboards) and data connector/ETL tools (e.g., Supermetrics, Funnel.io, Fivetran).
- CRM & Enrollment Systems: Direct experience connecting paid media activity to CRM systems (e.g., HubSpot) and specialized enrollment or lifecycle portals (e.g., SchoolMint).
- Education & Lead Gen Experience: Background in education, enrollment marketing, franchise/multi-location organizations, or complex lead-generation environments.
- Emerging Ad Tech: Familiarity with programmatic platforms, Connected TV (CTV), streaming video, or digital audio acquisition.
- Workflow Tools: Experience utilizing project management and workflow platforms such as Jira, Asana, or Monday.com.
- CRO & Testing: Practical experience with landing page optimization, A/B testing platforms, and conversion rate optimization (CRO) methodologies.
Benefits and Compensation
- Salary: Competitive salary commensurate with education and experience.
- Comprehensive Benefits Package includes:
- Employer-paid medical and dental insurance
- Vision insurance
- Paid Time Off (PTO)
- Ability to add dependents
- 401(k) with partial company match that increases over time
- Employee Assistance Program (EAP)
- Childcare Savings Opportunity (KinderCare tuition discount)
Reasonable Accommodations Statement
To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. Reasonable accommodations may be made to enable qualified individuals with disabilities to perform the essential functions.
In accordance with Title VI of the Civil Rights Act of 1964, Title IX of the Education Amendments of 1972, Section 504 of the Rehabilitation Act of 1973, the Age Discrimination Act of 1975, Title II of the Americans with Disabilities Act of 1990, the Boy Scouts of America Equal Access Act and applicable state law, BASIS* does not discriminate on the basis of any actual or perceived classification protected by law in any of its business activities, including its educational programs and activities which comply fully with the requirements of state and federal law and Title IX. Inquiries regarding BASIS’ nondiscrimination policies should be directed to complianceservices@basised.com.
*As used in this policy, the term “BASIS” refers to: BASIS Educational Group, LLC; BASIS Charter Schools, Inc.; BDC, A Public Charter School, Inc.; BBR Schools, Inc.; BASIS Texas Charter Schools, Inc., and all affiliated entities.