The Culinary Institute of America · 1 month ago
Director - Growth & Performance Marketing
Hyde Park, NY
Full-time
Onsite
Director/Executive
$100K/yr - $125K/yr
10+ years expThe Culinary Institute of America is a leading institution focused on professional studies and corporate learning. The Director of Growth & Performance Marketing is responsible for driving revenue growth through data-driven marketing strategies across various business lines, ensuring alignment with enrollment goals and managing performance marketing channels.
CookingEducationNon Profit
Responsibilities
Develop and implement a comprehensive performance marketing strategy across all business lines
Align marketing activities with enrollment goals, revenue targets, and institutional priorities
Collaborate with academic, admissions, enrollment, and event teams to ensure marketing supports business outcomes
Oversee channel mix strategy, budget allocation, and forecasting for ROI
Work with in-house and agency teams to lead paid search, social, display, programmatic, and affiliate campaigns to acquire and convert audiences
Build segmentation, automation, and nurture journeys tailored to prospective students, adult learners, event attendees, and consumers
Manage paid and organic social campaigns (LinkedIn, Instagram, TikTok, Meta, YouTube, X) to drive leads and engagement
Work with internal SEO team to optimize organic visibility and SEM campaigns to capture high-intent demand
Lead A/B and multivariate testing on creative, messaging, and landing pages
Drive registrations and sponsorship leads through targeted digital, email, and social campaigns
Generate and nurture leads for early to mid-career professionals; optimize inquiry-to-enrollment funnels
Support long-term enrollment cycles by highlighting career outcomes and stackability; manage remarketing and CRM-driven nurture campaigns
Drive attendance and sales for cultural, hospitality, and lifestyle offerings; execute geo-targeted campaigns and loyalty marketing
Create digital campaigns for find and convert students not coming straight from high school, including career changers, career advancers, etc
Define and lead the company’s lifecycle marketing strategy to drive engagement, retention, and customer lifetime value
Map and continuously optimize the customer journey across audience segments, channels, and touchpoints
Define KPIs across business lines: registrations, applications, enrollments, revenue, LTV, and retention
Build dashboards and implement attribution models to measure performance
Provide actionable insights and optimization recommendations to senior leadership
Manage external agencies for paid media, creative, and digital execution
Negotiate contracts, oversee performance, and ensure accountability to KPIs
Oversee martech and analytics vendors to ensure effective use of CRM and marketing automation systems
Any and all other duties as assigned
Qualification
Required
Bachelor's degree or a minimum of 20 years of leadership experience in digital and performance marketing, preferably in higher education, professional education, and/or consumer-driven sectors in lieu of Bachelor's degree
Minimum of 10 years in digital and performance marketing leadership, preferably in higher education, professional education, and/or consumer-driven sectors
Demonstrated success in multi-channel performance marketing, including paid media, SEO/SEM, programmatic, affiliate
Strong background in demand generation and conversion optimization for B2B, B2C, and education markets
Working knowledge of data-driven attribution, forecasting, and ROI analysis
Hands-on experience using marketing automation and CRM systems (Salesforce, HubSpot, Marketo, Microsoft Dynamics, etc.)
Ability to operate as both strategist and practitioner
Demonstrated success scaling campaigns across diverse business models
Strong analytical, problem-solving and conceptual skills
Strong teamwork and interpersonal skills; ability to be adaptable, dependable and handle multiple priorities simultaneously
Excellent written, verbal communication, and presentation skills required
Must display a high level of energy and self-motivation
Strong computer experience, which must include abilities to work effectively with MS Office suite products, i.e. Word, Excel, PowerPoint
Must have a history of developing programs to support strategic vision, partnering with stakeholder groups and effective problem solving and negotiation
Excellent interpersonal and leadership skills required, including the ability to form and mobilize intra-organizational teams to accomplish Educational goals. Must have a history of developing programs to support strategic vision, partnering with stakeholder groups and effective problem solving and negotiation
Preferred
Experience in managing and optimizing lifecycle programs, CRM workflows, and channel performance in collaboration with internal teams and external agencies
Experience with budget management and resource allocation
Demonstrated ability to build, test, and optimize campaigns directly, not solely through teams or agency oversight
Proven experience managing agencies, vendors, and cross-functional teams in complex organizational structures
Strong analytical storytelling skills — capable of translating data into business recommendations
Proven success leading marketing in complex, multi-business environments
Benefits
Medical coverage available at no cost to qualifying employees
Dental insurance
Vision insurance
Life insurance
Short and long term disability insurance
Retirement savings plan with high employer contributions
A generous paid time off program
Company
The Culinary Institute of America
As the thought leader for the food world, the CIA develops and delivers vital initiatives through strong partnerships with education and industry leaders such as Harvard, Stanford, MIT, Marriott, Compass Group, and Hestan.
501-1000 employees
Funding
Current Stage
Late StageLeadership Team
Dan Vinh
Vice-President/CMO Marketing & Communications
Debbie Ashbaugh
Human Resources Business Partner
Recent News
2025-10-21
Company data provided by crunchbase