Leads marketing measurement strategy, including attribution, marketing mix modeling, incrementality studies, experimental design, KPI frameworks, and test-and-learn standards. Builds models and translates statistical findings into budget and investment recommendations for leadership. Oversees measurement tracking, validates media performance, ensures MarTech and CRM tracking integrity, coaches measurement teams, and delivers executive readouts to guide marketing and financial planning.

Leads marketing financial performance and optimization across multiple business divisions. Owns budgeting, forecasting, financial reporting, investment economics, ROI analysis, vendor governance, contract negotiations, and spend optimization. Partners with Finance, Marketing, Enrollment, Operations, and Academic leadership to connect marketing investments with enrollment and revenue outcomes. Manages marketing finance analysts and vendor management staff while promoting financial accountability, data-driven decisions, and disciplined resource allocation.

Leads pricing, scholarships, promotions, and cross-sell/upsell strategy across higher-education segments. Develops offers based on price sensitivity, competitor pricing, lifetime value, and margin analysis; owns the promotional calendar and integrates campaigns into CRM journeys. Partners with marketing, finance, enrollment, academics, and compliance to ensure regulatory adherence. Designs tests, measures incremental starts and ROI, manages scholarship budgets, enables admissions teams, and reports recommendations to executive leadership.