Institute for Coaching Mastery
Growth Paid Marketing Leader (Evergreen and Launch Funnels, High Ticket Coach Certification Program)
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Pacific Hours, sync 9 am - 5 pm, Mon-Fri | Remote
About Alyssa Nobriga International
Alyssa Nobriga International is seeking a full-time senior marketing leader to own and scale the next chapter of growth for ICM, our flagship coaching certification program.
ANI has built a trusted, mission-driven education brand with a loyal audience, a powerful body of work, a weekly podcast, an established certification program, and a proven live-launch model. The business is now entering a major growth transition: moving into a year-round evergreen revenue ecosystem.
This role exists to lead that transition.
Role Purpose
We are looking for a growth leader who has proven experience rebuilding the marketing engine of a high ticket certification program, architect the customer journey, lead the marketing team, own the funnel performance numbers, and create a sustainable path toward meaningful scale.
This is a 360 degree strategic and hands-on revenue marketing leadership role.
The right person will be strong in direct response, funnel strategy, conversion copy, launch strategy, evergreen marketing, paid media oversight, organic growth, affiliate strategy, dashboards, and team leadership.
Responsibilities
You will build a scalable value ladder, connect every funnel level, generate leads year-round, manage paid media and move the right audience toward a high ticket certification program.
What You Will Own
Evergreen/Launch Funnels and Value Ladder Strategy
- Own the architecture of the full customer journey from first touch to ICM enrollment.
- Includes:
- Lead magnets, quizzes, guides, webinars, and opt-ins
- Low-ticket offers and self-liquidating offers
- Mid-ticket bridge product strategy
- Email nurture sequences
- Retargeting paths
- Conversion paths into high ticket certification program
- Annual launch integration
- Post-launch optimization
Revenue Marketing Leadership
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- Own the marketing strategy behind enrollment growth, not just marketing activity.
- Responsible for ensuring every campaign, offer, product decision, and ad dollar has a clear strategic reason, clear measurement, and a clear owner.
- Comfortable connecting marketing decisions to revenue, P&L, CPA, enrollment targets, and team capacity.
- Regular reporting will include revenue, P&L impact, dashboards, and leadership-level decision-making.
Direct Response Copy and CRO Oversight
- Requires a strong copy and conversion background.
- Oversee copy creation of:
- Sales pages
- Landing pages
- Email campaigns
- Ad copy
- Webinar/event scripts
- Launch messaging
- Offers positioning
- Nurture sequences
- Affiliate promo copy
- Social/Podcast conversion content
Paid Media Strategy + Media Buying
- Must deeply understand paid media, CPA, funnel economics, attribution, retargeting, and platform shifts.
- May be responsible for running ads in-house, or selecting, managing, and holding accountable the media buyers, depending on the scale of the campaign.
Affiliate and Partnership Growth
- Help turn affiliates into a year-round growth channel.
- Includes:
- Auditing current affiliate partners + student affiliate partners
- Creating a strategy to attract and onboard new affiliate partners
- Reactivating dormant partners
- Building partner promo plans and assets
Marketing Team Leadership and Execution Management
- Lead the marketing team so that every person knows their priority, role, owner, timeline, and success metric.
- Work with existing team members across design, video, social, podcast, operations, copy, web, ads, and customer journey implementation.
- Identify missing roles and hire them, as needed.
Founder and Leadership Communication
- Create clear leadership updates, dashboards, priorities, and decision points so the founder can stay focused on vision, teaching, content, and the work only she can do.
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Required Experience
- 10+ years of senior marketing/growth experience
- Proven experience scaling 7-figure or 8-figure online education, certification, coaching, creator-led, or expert-led businesses
- Deep direct response marketing experience
- Strong funnel architecture experience
- Experience transitioning a business from live-launch dependency into evergreen or hybrid evergreen growth
- Strong understanding of paid media, CPA, retargeting, attribution, and funnel economics
- Strong copywriting and CRO judgment
- Experience leading launches for high-ticket programs
- Experience building low-ticket and mid-ticket ascension paths
- Experience managing creative, copy, ads, social, email, web, and funnel implementation teams
- Strong dashboard and analytics discipline
- Ability to lead a founder-led brand with care, clarity, and emotional intelligence
Preferred Experience
- Experience in coaching, personal development, certification programs, transformational education, wellness, psychology, spirituality, or creator-led education brands
- Experience with ICF-style coaching programs or high-trust education products
- Experience with affiliate and partner-led launches
- Experience with AI-assisted content systems
This Role Is Not for You If
- You are mainly a brand strategist with limited funnel/revenue experience
- You are mainly a social media manager
- You are mainly a paid ads buyer who does not lead a full customer journey strategy
- You need a large corporate team to execute
- You have not worked in online education, coaching, creator-led, or high-ticket program environments
- You are uncomfortable with numbers, CPA, dashboards, and revenue accountability
- You want to advise but not own outcomes
- You are only available fractionally or through an agency model
- You cannot lead copy, conversion, and messaging at a high level
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