Job Description

Senior   Director of Digital Marketing and Sourcing

Location: Remote

Preferred application deadline: January 16, 2026

ABOUT PROPEL

Our country's education and workforce systems are inequitable, failing to meet the needs of our country's most marginalized citizens. Historically, workforce education has led to low-wage jobs disconnected from ongoing higher education, which has created significant barriers for career advancement. At the same time, traditional higher education has increasingly become unaffordable for Americans from lower-income backgrounds while also lacking direct connection to the labor market. The consequences of these systemic failures are dire. 

At Propel America, we believe a better system should and can exist. We believe high school graduates shouldn't have to choose between forestalling income and accruing significant debt while pursuing a traditional college degree or forestalling education and mobility for low-wage, entry-level work with few opportunities for advancement. Propel is building that better system – a Jobs-First Higher Education – that allows young adults from low-income backgrounds to access an affordable and efficient educational pathway to a good job that serves as a springboard to a choice-filled life. 

By working backwards from the needs of established employer partners, Propel America:

• Supports young adults (18 to 26 years old), particularly those from low-income backgrounds, to prepare for living wage jobs
• Partners with training and higher education organizations to offer in-demand credentials that allow students (or “fellows,” as we call them) to earn college credits
• Provides wraparound coaching and professional skill development to ensure fellows have what they need to be successful in their job interview, on the first day of work, and a plan for ongoing education and career advancement.

THE OPPORTUNITY

Propel America is seeking a Senior Director of Marketing & Sourcing , a one-person marketing leader who will own both strategy and execution for applicant acquisition, employer engagement, and brand growth.

This role offers high autonomy and impact, you will shape Propel's brand, manage campaigns, oversee paid media, guide content creation, and optimize marketing funnels. You will also drive targeted sourcing strategies that attract young adults into Propel's healthcare programs and support employer partners with talent needs. Success in this role requires strong cross team collaboration, you will work closely with Program, Product, Tech, and Workforce Partnerships teams to align messaging, refine audience targeting, and ensure marketing efforts support outcomes across the fellow journey. You will work with a part time content contractor and an alumni ambassador network to bring Propel's mission and stories to life.

Success will be measured by:

• Volume and quality of applicants
• Effectiveness of cross functional alignment and ability to translate insights into marketing strategy
• Employer lead generation and engagement metrics

This is a mission-driven role : your work will directly support Propel's goal of expanding access to jobs-first higher education for diverse learners.

KEY RESPONSIBILITIES

Full-Funnel Digital Marketing & Paid Media (55-60%)

• Design, execute, and optimize applicant acquisition campaigns across paid and organic channels for both applicants and employers
• Own paid media campaigns on Meta (FB/IG), Google Ads, TikTok, and Linkedin with focus on CAC, ROAS, A/B testing, audience segmentation, and conversion tracking.
• Translate Propel's brand voice into authentic short-form content for Gen Z audiences (18–26).
• Brief and manage creative talent (video editors, social creators, alumni ambassadors, interns) to produce high-quality campaign assets.
• Track performance, model attribution, and optimize campaigns to maximize qualified applications.
• Use AI-enabled creative tools (e.g., Canva AI, LLMs) to streamline rapid concepting, copy first-drafts, and testing variations—always maintaining strong editorial oversight.

Employer Marketing Strategy & Materials (15%)

• Partner with the Workforce Partnerships team to develop marketing strategies that support healthcare employer needs, elevate Propel's value proposition, and increase inbound interest from healthcare employers.
• Build website landing pages and content that drive inbound leads, informed by research and internal insights.

Website Management & SEO (10%)

• Own website content strategy, updates, and SEO optimization.
• Ensure the website is user-friendly, brand-aligned, and supports applicant and employer acquisition goals.
• Setting up conversion tracking with goal tagging in Google Analytics
• Use AI tools for personalization testing, message variants, and workflow efficiencies—ensuring final content remains authentic and human-led.

Marketing Automation & Funnel Optimization (5-10%)

• Manage marketing automation and CRM tools (Hootsuite, Salesforce, Asana, Campaign Monitor) to nurture leads and optimize applicant journeys.
• Optimize emails, SMS, landing pages, and other outreach for engagement, completion, and conversion.

Content Creation & Stakeholder Engagement (10%)

• Collect and manage fellow, employer, and alumni testimonials via video, photo, and written content.
• Manage the content creator contractor and coordinate alumni ambassadors to amplify reach and engagement.
• Oversee all social media channels end-to-end: LinkedIn, Meta, TikTok.
• Ensure all content reflects Propel's mission, brand, and strategic objectives.

Cross Functional Leadership

• Partner closely with the Program team to ensure marketing messages align with the fellow experience and program design.
• Collaborate with the Workforce Partnerships team to understand employer demand, prioritize healthcare pathways, and shape sourcing strategies that meet workforce needs.
• Work with Tech team to analyze funnel performance, refine targeting, inform product improvements, and ensure applicant and employer journeys are optimized.
• Coordinate with Talent Acq to ensure marketing and sourcing efforts produce qualified applicants who meet readiness, timeline, and pathway requirements.
• Serve as an internal strategic partner by translating cross team insights into actionable marketing decisions, content needs, and campaign adjustments.
• Participate in cross functional planning cycles, OKR reviews, and strategic working groups to ensure marketing efforts are aligned with Propel's organizational goals.

SKILLS & EXPERIENCE

• Deep commitment to Propel's mission and to diversity, equity, and inclusion.
• Ability to work across teams in a highly collaborative and organized way
• 7–10+ years in marketing, including 4+ years leading digital marketing strategy and execution .
• Proven ability to run full-funnel acquisition campaigns with clear performance outcomes.
• Expertise in paid media (Meta, Google Ads, TikTok, Indeed): bid strategies, A/B testing, conversion tracking, CAC, and ROAS optimization.
• Experience building and managing influencer or ambassador programs , especially for Gen Z audiences.
• Proficiency with marketing automation, CRM systems , and email/SMS/funnel optimization.
• Strong writing and storytelling skills, with the ability to create or direct high-impact short-form content .
• Experience managing website content, SEO, and analytics .
• Highly organized, self-directed, and comfortable owning strategy and execution as a one-person marketing function.
• Strong cross functional collaboration and communication skills, with the ability to translate insights across teams into effective marketing strategy.
• Demonstrated project management and execution skills, including the ability to lead complex campaigns, manage timelines, and deliver high quality work in a fast paced environment.
• Ability to apply an equity lens to marketing decisions, audience targeting, messaging, and storytelling to ensure inclusive and ethical practices.
• Comfort using AI-enabled marketing tools (e.g., Canva AI, LLMs, Lovable) to accelerate creative and testing workflows; experience helpful but not required.

COMPENSATION

The salary for this position is between $122,600- 153,200 annually. Propel America offers a competitive total rewards package including coverage of 90% of health insurance premiums, unlimited PTO, and a flexible work environment. 

INTERESTED IN APPLYING?

Please submit your application here. The application deadline to apply for this position is January 16, 2026. After this date we do not guarantee review of submissions.

Propel America is an equal-opportunity employer and does not discriminate on the basis of race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws. 

We encourage candidates from historically underrepresented backgrounds and those with non-traditional educational backgrounds to apply.

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