Associate Vice President, Paid Search

Role Description

We’re looking for an Associate Vice President (AVP) of Paid Search to lead strategy, performance, and growth across a portfolio of Higher Education clients. This role is responsible for setting the vision for Paid Search within the vertical, scaling best-in-class performance frameworks, and driving measurable business outcomes across complex, multi-account portfolios.

This role serves as a senior strategic partner to both clients and internal stakeholders. You will elevate our approach to enrollment marketing through data-driven decisioning, advanced platform capabilities, and deep vertical expertise.

Thought Leadership

• Define and evolve Paid Search strategy for Higher Education clients, aligned to enrollment cycles, program mix, and institutional goals
• Translate industry trends (e.g., seasonality, program demand, attribution challenges) into scalable, actionable frameworks
• Establish POVs on bidding strategies, funnel optimization, and audience targeting specific to EDU

Client Strategy & Leadership

• Serve as executive sponsor across key EDU client relationships, guiding long-term strategy and investment decisions
• Oversee performance across portfolio, ensuring delivery against KPIs such as CPL, enrollment volume, and efficiency targets
• Identify and unlock growth opportunities including new channels, budget expansion, and testing roadmaps
• Lead QBRs and executive presentations with a focus on business outcomes and forward-looking strategy

Team Leadership

• Lead, mentor, and develop a Search team, ensuring strong performance management and career growth
• Define team structure, resourcing models, and capacity planning to support current and future business needs
• Elevate team capabilities in platform innovation
• Foster a culture of accountability, innovation, and continuous improvement

Performance Ownership

• Ensure best-in-class execution across campaigns, including account structure, budget pacing, and optimization strategies
• Implement standardized frameworks for testing, reporting, and performance analysis across accounts
• Partner with analytics to refine attribution approaches and measurement strategies, particularly for long consideration cycles
• Drive consistency and rigor in how insights are translated into action and client impact

Analysis & Reporting

• Partner with analytics and ops teams to improve reporting, automation, and scalability
• Monitor industry trends, platform changes, and competitive landscape
• Deliver clear, data-driven performance reports and insights to clients, diving into the “why” behind the data
• Recommend testing strategies, budget allocation shifts, and bid strategy adjustments based on performance trends
• Ensure accuracy, consistency, and timeliness of reporting

Qualifications

• 12+ years of relevant paid search experience
• Deep expertise in lead generation and performance marketing, ideally within Higher Education or similar verticals
• Proven ability to manage and grow multimillion-dollar budgets across Google Ads and Microsoft Ads
• Strong track record of driving measurable business outcomes and client growth
• Exceptional client communication and executive presence
• Experience building and scaling teams, including talent development and organizational design
• Advanced analytical mindset, with the ability to translate complex data into clear strategic direction

Benefits

• Unlimited PTO
• Excellent medical, dental, and vision coverage
• Employee Equity
• Employee Discounts, Virtual Wellness Classes, and Pet Insurance
• And more!!

Salary Range

The salary range for this role is $140,000-$160,000, depending on location and experience.

People & Culture at Zeta

Zeta considers applicants for employment without regard to, and does not discriminate on the basis of an individual’s sex, race, color, religion, age, disability, status as a veteran, or national or ethnic origin; nor does Zeta discriminate on the basis of sexual orientation, gender identity or expression.

We’re committed to building a workplace culture of trust and belonging, so everyone feels invited to bring their whole selves to work. We provide a forum for employees to celebrate, support and advocate for one another.