Director of Marketing

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🌽 Illinois – Remote

🌽 Illinois – Remote

💵 $100k - $120k / year

⏰ Full Time

🔴 Lead

🎯 Chief Marketing Officer (CMO)

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HelloCollege

WebsiteLinkedInAll Job Openings

51 - 200 employees

Founded 2012

📚 Education

💼 Consulting

Education • Consulting

HelloCollege is a student-centered college admissions consultancy that provides comprehensive guidance through the college application process. They offer services including college admissions counseling, academic tutoring, college essay coaching, SAT and ACT test preparation, financial aid and scholarship support, and decision-day advising. HelloCollege pairs each student with a dedicated counselor, flexible bundled-hour plans for tutoring and essay support, workshops, and free resources; they emphasize personalized strategy to increase admissions and scholarship outcomes.

📋 Description

• Own the marketing engine and accountability for lead volume and lead quality • Lead a team of full-time and part-time staff and agencies • Manage roughly $2M in annual marketing spend • Report to the Chief Strategy Officer and run marketing day-to-day across strategy, execution, analytics, and testing • Deliver the annual lead plan and lead-quality targets • Report monthly on leads by channel, CAC, lead quality, budget implications, and recommendations • Build and run a cross-channel testing roadmap focused on hypotheses and incremental lift • Manage variable and fixed annual marketing spend and shift budget between channels based on performance • Recommend annual budget and lead-spend levels • Oversee paid search and paid social strategy, including landing page testing • Set direction for organic, SEO, and AEO and hold the agency accountable • Oversee referrals and brand advocacy program design and tracking • Own strategy and performance for email, events, and partnerships • Own relationships, contracts, and performance for lead providers and affiliate partners • Oversee organic social • Lead team members and agencies; set goals, coach, and hold people accountable • Evaluate agency and vendor performance and recommend changes • Run the marketing team on EOS using Rocks, scorecard, weekly L10s, and issue resolution • Own marketing analytics and infrastructure, including HubSpot, GA4, GSC, attribution, and reporting • Own the WordPress/Elementor website and provide hands-on support when needed • Steward brand and messaging day-to-day • Lead customer research through interviews, surveys, and direct outreach to families • Use AI daily for analysis, research, and content creation • Build AI agents and workflows to multiply team output • Work with Sales on lead quality, handoffs, and shared funnel metrics • Work with Service on referrals, testimonials, and proof points

🎯 Requirements

• 10+ years of experience in marketing • 5+ years leading a marketing team: setting goals, managing people, and holding them accountable • Experience in B2C, high-ticket professional services (education, healthcare, financial or legal services, or similar) • Deep expertise in paid acquisition: PPC and affiliate or lead-provider programs • A record of managing a multi-channel budget and moving spend based on performance • A metrics-driven, testing mindset: you form hypotheses, run tests, and act on what you learn • Strong hands-on reporting skills • Comfort working directly in WordPress and Elementor • Expert daily use of Claude or similar AI tools for analysis, research, and planning • Experience managing agencies and outside partners against clear performance goals • Strong grasp of customer needs and messaging, and enjoyment of talking with customers directly • Experience building AI agents or automated workflows (preferred) • Strong interest in AEO (answer engine optimization) (preferred) • Background in a growth-stage company (preferred)

🏖️ Benefits

• Performance-based bonus • Health insurance • Dental insurance • Life insurance • Unlimited PTO • 401K (no match) • Quarterly team offsites • Occasional travel for events and partners