Institute for Coaching Mastery
Paid Media Manager
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Who We Are
At Alyssa Nobriga, we believe extraordinary businesses are built by extraordinary leaders. Our mission is to transform the coaching industry by developing world-class coaches, leaders, and entrepreneurs who create meaningful change in the lives of others. We're more than an online education company—we’re helping coaches, therapists, and leaders break through the limiting patterns holding them back from the impact and income they are truly capable of. So they can fully embody their purpose and serve on a deeper level.
Our values run deep:
- Purpose-Driven – Everything we do is centered around creating lasting impact for our students and the communities they serve.
- Compassion Meets Excellence – We believe kindness and high performance belong together. We support one another while holding ourselves to exceptional standards.
- Continuous Growth – We invest in our team's personal and professional development through coaching, cross-functional learning, and ongoing AI training.
- Ownership & Innovation – We embrace responsibility, seek better ways to work, and continually evolve alongside the rapidly changing world.
- World-Class Experience – We strive to deliver an exceptional experience for every student, partner, and teammate.
We're a remote-first team spread across the globe, united by a shared mission rather than a shared office. We believe great work can happen from anywhere, giving our team the freedom to live where they thrive while collaborating with talented people who genuinely care about one another's success.
Working here means joining a company that's helping shape the future of transformational education while investing in your own growth every step of the way. You'll have access to our coaching programs, opportunities to expand beyond your core role, and the chance to make a meaningful impact alongside an ambitious, supportive team.
The Mission
We are seeking a full-time senior paid media manager 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.
We are looking for a growth leader who has proven experience rebuilding the marketing engine of a high-ticket certification program or large brand. You will architect the customer journey, lead the paid marketing, 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.
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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. You will own the architecture of the full customer journey from first touch to ICM enrollment.
This 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
You will own the marketing strategy behind enrollment growth, not just marketing activity. You will be responsible for making sure every campaign, offer, product decision, and ad dollar has a clear strategic reason, clear measurement, and a clear owner. The right candidate must be comfortable connecting marketing decisions to revenue, P&L, CPA, enrollment targets, and team capacity. Your regular reporting will include revenue, P&L impact, dashboards, and leadership-level decision-making.
Direct response copy and CRO oversight
This role requires a strong copy and conversion background. You do not need to personally write every asset (our internal AI tools and assistants will help with that), but you must be able to lead the messaging, create briefs, review copy, and improve conversion.
You will 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
You must deeply understand paid media, CPA, funnel economics, attribution, retargeting, and platform shifts. You 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
You will help turn affiliates into a year-round growth channel.
This 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
You will lead the marketing team so that every person knows their priority, role, owner, timeline, and success metric.
You will work with existing team members across design, video, social, podcast, operations, copy, web, ads, and customer journey implementation.
You will also identify missing roles and hire them, as needed.
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Founder and leadership communication
You will 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.
Who You Are
You are a revenue owner and understand paid acquisition, funnels, evergreen, launches, conversion and team leadership.
- 10+ years of senior marketing/growth experience
- 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
Role Details
- Pacific Zone Hours (9 am - 5 pm, Mon-Fri)
- Remote (work from anywhere)
- 1099 Contract
- Long-term
Important notes for all applicants:
All remuneration is in USD, regardless of candidate location. We are unable to sponsor any visas or facilitate visa transfers. Applications and CVs must be in English to be considered. You must complete all applicant questions to be shortlisted for screening.
Alyssa Nobriga asks respectfully to only apply through the application form and not email/apply to them directly. Recruiters and Agencies please do not contact Alyssa Nobriga directly.
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