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Lead Generation Specialist

Lead Generation Specialist

at Rustic Pathways

Rustic Pathways is a student travel organization which offers the world's finest experiential education, community service, foreign language, and adventure programs. Our destinations stretch from the white-sand beaches of Fiji to the rainforest canopies of Costa Rica, the high Atlas mountains to the Great Barrier Reef, and many places in between. We provide superior quality travel and service in some of the most welcoming countries for students around the world. Rustic Pathways demands professionalism and integrity across all of our operations, insists on quality in all aspects of our programs, and places strong emphasis on the safety and well-being of our students and staff. We empower students through innovative and responsible travel experiences to positively impact lives and communities around the world.

The Position:

  • We’re looking for a Digital Advertising Specialist to manage and execute lead generation activities at Rustic Pathways. With a focus on search marketing (primarily Google AdWords and paid social campaigns across Facebook, Instagram, & LinkedIn), you are responsible for developing, implementing, and analyzing digital campaigns to attract visitors and convert leads.
  • This is a hands-on, get in the platform, create the campaign and make it happen role. There is plenty of room for creative input and strategic thinking, but the campaign execution and day to day management will be the responsibility of this person. You will spend significant time in the backend of Google AdWords, Facebook Ads Manager, and LinkedIn Campaign Manager.
  • In addition to overseeing Rustic Pathways paid online advertising programs and driving our keyword strategy, you will also work with the Sales Managers and the Marketing Director to improve the marketing and sales activities at all stages of the funnel. Some of those responsibilities may include: improving lead scoring systems, ensure seamless passing of leads between teams, analyzing digital content performance and working with content creators to improve performance and reach, working with social media manager on lead-gen campaigns, and other data analysis. 
  • Success in this role will be measured in website traffic, landing page performance, acquisition of qualified leads, and overall impact on sales. The ideal candidate has a strong analytical mindset, a love for data, and a passion for experiential education and international travel.


  • Lead all digital advertising efforts related to SEM, including SEO/keyword strategy, Google AdWords, paid social (focus on Facebook, Instagram, & LinkedIn) to achieve business objectives.
  • Create and manage an advertising calendar.
  • Execute all advertising campaigns (including writing ad copy and imagery). You will collaborate with marketing coordinators/interns to help with creative production and implementation, but you ultimately own and are responsible for the execution.
  • Proactively develop rigorous A/B testing and draw insights critical for growth and optimization, including ad copy, audience segmentation, and landing page performance
  • Recommend the size and scope of media buying options, including but not limited to banner, search, email, social, and mobile marketing.
  • Manage relationships with external industry review sites (including,,, etc.). You will manage Rustic’s relationship with these referral sites,, negotiate annual budgets, update listings, evaluate ROI, etc.
  • Work with third-party vendors to ensure the accuracy of digital media order entry and processing.
  • Manage digital advertising budget.
  • Own weekly and monthly campaign reporting and present key performance metrics to senior management.
  • Manage input from stakeholders throughout the company to develop advertising campaigns that meet business requirements.
  • Partner with Content Production Manager and team on content planning and keyword diversity
  • Grow personal and agency knowledge in digital advertising platforms and technologies.
  • Work with website contractors to develop data driven strategies to drive online traffic and conversions through various remarketing and customization options.

Focus of this role is on digital, online advertising, but you may be asked to work on some multi-channel advertising campaigns (which may include print mailings, email, and/or SMS).

Knowledge, Skills, and Abilities:

  • Ability to work independently, as well as thrive in a highly collaborative, fast-paced team environment.
  • A love for data and a strong knowledge of Excel
  • Solution-based approach to problem solving
  • A positive mental attitude and passion for self-improvement
  • Excellent verbal and written communication skills
  • Highly organized with strong attention to detail
  • Ability to evolve with the role, new marketing technologies, and business direction.


  • 2 - 4 years of digital experience actively using, managing and learning digital marketing tools.
  • Must have experience with website retargeting, pay per click search and display advertising, and social media advertising (FB, Instagram, LinkedIn)
  • Experience with inbound marketing software (i.e. Hubspot) and customer relationship management systems (i.e. Salesforce) or other marketing automation platforms preferred
  • Experience with Wordpress. Advanced knowledge of HTML/CSS preferred.
  • Proven track record in improving campaign performance through application of best practices and controlled experimentation.
  • Strong familiarity with ad operations and campaign management (e.g. tagging, ad-servers, viewability tracking)
  • Advanced Microsoft Excel and reporting skills


This is a remote position, with ability to work from our San Francisco or Huntsburg, Ohio if desired. Minimal travel may be involved.

Equal Employment

Rustic Pathways is committed to providing equal employment opportunities to all persons and maintaining a work environment that is free of harassment and discriminatory conduct. All employment decisions at Rustic Pathways are made without regard to race, color, religion, sex, national origin, disability, age, genetic information, veteran status, or any other class protected by law. Rustic Pathways takes all allegations of discrimination, harassment, and retaliation very seriously and will promptly conduct an investigation when warranted.

At-Will Notice

Each employee of Rustic Pathways is employed “at will,” which means either the Company or the employee may terminate the employment relationship at any time, for any or no reason, with or without advanced notice. No individual or representative of the Rustic Pathways can change this at-will relationship absent a specific, written contract signed by the Company’s Chief Executive Officer or designee.

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