Building a governed growth system across 180+ institutions.

The job was not to manage another channel plan. It was to make investment, conversion, measurement, agencies, and executive decisions operate as one accountable system.

Sr. Director, Performance Media & CRO · July 2025 – September 2026 · $700M PE-backed enterprise · $15M+ media · 180+ institutions · three business units

Recruited brand-side to stabilize and scale the growth operating system across a complex education portfolio, with responsibility spanning performance media, CRO, measurement, agency governance, in-housing, and executive decision support.

Built a five-workstream CRO operating model; established conversion, taxonomy, QA, pacing, reporting, escalation, and agency-versus-in-house standards; strengthened Google and Meta-to-Salesforce/Pardot measurement and deep-funnel QA; and scaled acquisition and conversion infrastructure across 150+ custom landing pages.

Directed a $500K cross-market reallocation, corrected the acquisition mix across nine schools, and restructured 60+ campaigns in under four weeks. Following the broader nine-school channel-mix correction, lead-to-enrollment improved from approximately 17% to 28%.

Evidence boundary

The approximately 17% to 28% movement was observed after the broader nine-school channel-mix correction. It is not attributed to YouTube—or any other single channel—as a standalone cause.