Manager, Performance Marketing

Educational Testing Service • Washington, DC • 2h ago

About ETS:

ETS is a global education and talent solutions organization enabling lifelong learners worldwide to be future-ready. For more than 75 years, we've been advancing the science of measurement to build benchmarks for fair and valid skill assessment across cultures and borders. Our worldwide impact extends through our renowned assessments including TOEFL®, TOEIC®, GRE® and Praxis® tests, serving millions of learners in more than 200 countries and territories. Through strategic acquisitions, we've expanded our global capabilities: PSI strengthens our workforce assessment solutions, while Edusoft, Kira Talent, Pipplet, Vericant, and Wheebox enhance our educational technology and assessment platforms across critical markets worldwide.

Through ETS Research Institute and ETS Solutions, we're partnering with educational institutions, governments, and organizations globally to promote skill proficiency, empower upward mobility, and unlock opportunities for everyone, everywhere. With offices and partners across Asia, Europe, the Middle East, Africa, and the Americas, we deliver nearly 50 million tests annually. Join us in our journey of measuring progress to power human progress worldwide.

Position Summary

The landscape for graduate admissions has changed, and with it the opportunity for GRE. We're investing to grow. This role owns paid media across all channels - search, social, CTV, OOH, podcast, and emerging formats - and is directly accountable for test-taker registrations, prep sales, and revenue. It's a high-visibility, hands-on role with broad ownership of the paid acquisition function. The Manager, Performance Marketing will also work in partnership with the TOEFL organization to develop a shared GRE+TOEFL performance marketing unit, aligning paid efforts across both programs. This role maps directly to ETS FY goals of increasing test-taker volume, improving revenue per user through funnel conversion and prep sales, and improving operational efficiency by bringing paid media capabilities in-house.

Primary Responsibilities

Lead performance marketing strategy and execution across paid social (Meta, Instagram, TikTok, Reddit, LinkedIn), paid search (Google, Bing), CTV/streaming, OOH, podcast, and digital partnerships

Own the full conversion path from first click to registration. Work with the web team on landing pages, form conversion, and funnel drop-off.

Build and maintain a first-party audience infrastructure: customer lists, behavioral cohorts, lookalike audiences, and suppression lists.

Manage campaign budgets, pacing, and forecasting. Own the spend plan and hit the targets.

Build and run a creative testing framework: hypotheses, copy iterations, visual permutations, reads, and fast decisions. Work with the creative team to brief and iterate quickly.

Use AI tools actively across the workflow: platform-native AI (Meta Advantage+, Google Performance Max) for campaign automation, and AI-assisted analytics for faster performance reads and anomaly detection.

Lead strategy but stay hands-on. Directly build and manage campaigns, adjust bids, pull reports, and make real-time optimization decisions.

Own performance reporting for paid channels in close collaboration with the data team. Produce clear weekly reads and use visibility to make fast decisions.

Lead retargeting strategy across channels, segmenting audiences by intent stage and funnel position.

Identify and evaluate emerging channels. Pilot new formats, test hypotheses, and bring data-backed recommendations.

Education

Bachelor's degree in Marketing, Business, Communications, or related field, or equivalent work experience.

Experience

5+ years of performance marketing experience, with at least 3 years managing multi-channel paid programs. Search and social required; CTV, OOH, and podcast a strong plus. Proven track record of scaling acquisition programs with measurable ROI.

LI-NK1

ETS is mission driven and action oriented

We are passionate about hiring innovative thinkers who believe in the promise of education and lifelong learning.

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