Marketing Manager – Performance Marketing

Job summary

Develop and optimize paid acquisition campaigns across digital channels to generate qualified student leads, applications, and enrollments while meeting cost and ROI targets. Analyze the recruitment funnel and campaign performance, improve CRM-based lead nurturing and conversion, and report actionable recommendations to senior management.

Job details

We are looking for a highly analytical and results-driven Marketing Manager – Performance Marketing to lead digital acquisition and performance marketing initiatives for our college. The successful candidate will be responsible for generating high-quality student leads, optimizing digital campaigns, improving conversion rates, and delivering measurable enrollment growth. This role requires a strong understanding of the education sector, digital advertising, lead generation, CRM funnels, and performance analytics. The ideal candidate is commercially minded, data-driven, hands-on with digital advertising platforms, and focused on cost per qualified lead, cost per application, cost per enrollment, and overall marketing ROI. Key Responsibilities Performance Marketing Strategy Develop and execute performance marketing strategies to drive student inquiries, applications, and enrollments. Build channel-specific acquisition strategies across Google, Meta, YouTube, LinkedIn, and other relevant platforms. Develop marketing strategies by program, target audience, geography, and student segment. Establish monthly and quarterly acquisition targets and budgets. Identify new digital acquisition channels and opportunities for scalable growth Plan, launch, manage, and optimize paid advertising campaigns. Manage Google Ads, Meta Ads, YouTube, and other relevant paid media platforms. Conduct keyword research, audience segmentation, A/B testing, and creative testing. Optimize campaigns based on CPL, CPQL, CPA, application rate, enrollment rate, and ROAS. Continuously test new messaging, landing pages, creative formats, audiences, and offers. Develop strategies to increase the volume and quality of student leads. Work closely with admissions and sales teams to understand lead quality and conversion performance. Analyze the complete funnel from impression → click → lead → qualified lead → application → deposit → enrollment. Identify and eliminate bottlenecks in the student recruitment funnel. Improve landing pages, forms, calls-to-action, and lead nurturing strategies. Analytics & Performance Reporting Own performance marketing dashboards and reporting. Track campaign performance and marketing ROI on a weekly and monthly basis. Analyze performance by program, campaign, channel, geography, and audience. Provide actionable recommendations based on data. Establish clear attribution between marketing activity and student enrollments. Present performance results and recommendations to senior management. CRM & Marketing Automation Work with the admissions team to ensure effective lead management and follow-up. Monitor lead response times and lead-to-enrollment conversion. Develop and optimize email, SMS, remarketing, and automated lead-nurturing campaigns. Ensure accurate tracking of leads and conversions within the CRM. Content & Creative Optimization Work with content and creative teams to develop high-performing advertising assets. Develop and test different value propositions, headlines, offers, and calls-to-action. Use campaign data to determine which creative and messaging generate the best results. Ensure marketing content is aligned with individual programs and target student segments. Market & Competitor Analysis Monitor competitor advertising, pricing, programs, positioning, and digital activity. Identify emerging trends in international and domestic student recruitment. Research new markets and audience segments. Recommend opportunities for new programs, campaigns, and acquisition strategies. Key Performance Indicators (KPIs) The Marketing Manager will be measured primarily on business outcomes, including:Qualified leads generated Applications generated Enrollments generated Cost per lead (CPL) Cost per qualified lead (CPQL) Cost per application Cost per enrollment / acquisition (CPA) Lead-to-application conversion rate Application-to-enrollment conversion rate Marketing-generated revenue Return on advertising spend (ROAS) Overall marketing ROI Required Qualifications Bachelor's degree in Marketing, Business, Communications, Digital Marketing, or a related field. 5+ years of experience in performance/digital marketing, preferably with responsibility for lead generation and revenue growth. Strong hands-on experience with Google Ads and Meta Ads. Experience with Google Analytics 4, Google Tag Manager, Looker Studio, or equivalent analytics platforms. Strong understanding of CRM and marketing automation systems. Demonstrated experience managing significant digital advertising budgets. Strong analytical and data interpretation skills. Excellent understanding of conversion funnels and digital attribution. Experience with landing page optimization and A/B testing. Excellent written and verbal communication skills. Preferred Experience Experience in one or more of the following sectors is strongly preferred: Higher education International education Student recruitment Professional education Online education Lead-generation businesses B2C performance marketing Experience marketing to international students in Canada would be a significant advantage. Personal Attributes The successful candidate will be: Highly data-driven and analytical Commercially focused Results-oriented Comfortable working with numbers and performance dashboards Hands-on rather than purely strategic Strong in experimentation and A/B testing Comfortable challenging assumptions using data Able to work closely with admissions, sales, academic, and leadership teams Fast-moving and comfortable in a growth environment Salary: CA$70,000.00 - CA$80,000.00 per year

What you’ll do

Develop and optimize paid acquisition campaigns across digital channels to generate qualified student leads, applications, and enrollments while meeting cost and ROI targets. Analyze the recruitment funnel and campaign performance, improve CRM-based lead nurturing and conversion, and report actionable recommendations to senior management.

Requirements

Requires a bachelor's degree in marketing, business, communications, digital marketing, or a related field, plus at least five years of performance or digital marketing experience. Candidates should have hands-on Google Ads and Meta Ads experience, strong analytics and CRM knowledge, and demonstrated expertise in lead generation, conversion funnels, attribution, and campaign testing.

Listed skills

• CRM · Preferred

Other relevant skills

Identified from the job description. Confirm important requirements above.

• Performance Marketing
• Digital Advertising
• Lead Generation
• Campaign Optimization
• Google Ads
• Meta Ads
• Google Analytics 4
• Google Tag Manager
• Looker Studio
• CRM
• Marketing Automation
• Conversion Funnel Analysis
• Digital Attribution
• A/B Testing
• Landing Page Optimization
• Performance Analytics

Job areas

• Marketing
• Education
• Management & Leadership
• Data & Analytics