Job Overview:
The Marketing & Communications team is responsible for connecting the world to lifelong transformative learning. They also work to shape public conversations on the future of education and work. The team is segmented into four areas of focus: Consumer Marketing, Enterprise Marketing, Brand & Creative, and Communications. The team is currently focused on expanding the reach of Coursera’s brand and bringing new learners to the site, connecting students to degree programs, attracting new enterprise customers — including businesses, governments, and campuses — and creating a marketing system that nurtures learners throughout their professional lives.
As a Paid Marketing Manager on the Consumer Marketing team, you'll manage and scale our paid media channels like Google Ads, Microsoft, Social (Meta, LinkedIn, etc) to drive users to our online courses/specializations and drive revenue for Coursera through paid new customer acquisition. You will own and scale our current efforts across both ad platforms, and pilot new paid advertising opportunities in Google Ads and other paid media platforms to attract new paying customers for Coursera.
To be successful in this role, you will drive the roadmap for paid acquisition for your channels, be responsible for managing a budget that hits acquisition targets consistently, and work cross-functionally with brand, regional marketing teams, data science, product and media agency partners (as needed) to ensure we are driving performance and effectively communicating our brand.
Responsibilities:
- Support and drive paid user acquisition for our consumer business segment via Google Ads, MSAds, Social Media Ads, App campaigns, and Affiliate Marketing.
- Report and analyze campaign performance on a weekly and monthly basis; develop insights and present quarterly business reviews. Identify the highest impact testing opportunities.
- Collaborate with Data Science, SEO, Brand, Data Engineering, and Product to ensure that we are driving incremental ROI-positive performance while effectively communicating our brand.
- Collaborate with regional teams to ensure their localized paid campaigns cost-effectively support global targets. Share and maintain global best practices that can be adapted regionally.
- Partner with Data Science and Finance to understand LTV/CAC rates of the paid customers from various paid channels.
- Collaborate with our paid media Agency on strategy and get the execution done so that we can meet our targets.
Basic Qualifications:
- 6+ years of experience owning performance marketing goals and cost-efficient management of marketing budgets using Google Ads, MSAds, Social Media Ads, App campaigns, and Affiliate Marketing.
- 4+ years of experience using data visualization tools, Excel, SQL, or other data analytics tools to analyze campaign performance.
- Demonstrated history managing SEM campaigns in collaboration with cross-functional teams such as Data Science and SEO (organic).
- Demonstrated history working with Google Tag Manager or has collaborated with teams that owned/managed Google Tag Manager.
- Demonstrated history partnering with brand or creative teams to formulate or optimize campaign messaging.
- A good understanding of regional aspects of different markets (LATAM, APAC, EMEA & NAMER) to increase the business growth or market share.
Preferred Qualifications
- Background in SEM/PPC
- Google Ads certified
- Google Analytics certified
- Experience with affiliate & influencer marketing
- Facebook blueprint certified
- Experience with SEO (organic search)
- Familiarity with SQL is advantageous
- Tableau / Power BI experience or certification is advantageous
If this opportunity interests you, you might like these courses on Coursera:
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