The Marketing Manager leads the strategy, execution, and performance of Adler University's digital marketing and marketing operations efforts, with a strong focus on lead generation and funnel performance in support of enrollment and admissions goals. This is a senior individual-contributor and people-leadership role that sits one level above the Project Manager, Marketing & Communications, and is responsible for the strategic direction of campaigns and platforms that the Project Manager and other team members help execute day to day. The Marketing Manager owns the university's marketing technology stack (including Salesforce Marketing Cloud), manages relationships with external digital marketing and creative vendors, and brings deep expertise in higher education lead generation, funnel/journey design, and marketing operations best practices. This role translates enrollment and institutional goals into marketing strategy, campaign plans, and measurable performance improvements.
Key Responsibilities
Marketing Strategy & Lead Generation
- Develop and lead digital marketing strategy in support of admissions/enrollment goals across all programs and recruitment audiences
- Own lead generation strategy end-to-end: sourcing, qualification, nurture, and conversion, in partnership with the admissions and recruitment teams
- Design, build, and continuously optimize marketing funnels and prospective-student journeys - from initial awareness/inquiry through application and enrollment
- Apply higher education marketing funnel knowledge (inquiry, applicant, admit, deposit/enrolled stages) to shape campaign targeting, messaging, and timing
- Set KPIs and performance benchmarks for lead volume, cost per lead, conversion rates, and funnel velocity; report regularly on performance against goals
- Partner with recruitment specialists and admissions leadership to align marketing campaigns with recruitment cycles, webinar strategy, and territory needs
Marketing Operations & Marketing Technology
- Serve as the department's subject-matter expert and owner of Salesforce Marketing Cloud (SFMC), including journeys, automations, segmentation, and data hygiene
- Oversee email marketing strategy and execution, including list segmentation, A/B testing, deliverability, and performance optimization
- Own landing page strategy and creation - briefing, building, testing, and optimizing landing pages to support campaigns and improve conversion rates
- Manage marketing operations processes: lead routing/scoring, campaign tagging and UTM standards, data integrity between marketing and CRM systems, and reporting infrastructure
- Evaluate, recommend, and help implement new marketing technology tools (e.g., chat, forms, personalization tools) and oversee their integration into the existing stack
- Ensure marketing systems and processes comply with data privacy requirements and institutional policy
Vendor & Agency Management
- Serve as the primary liaison with outside vendors and agencies supporting digital marketing campaigns (e.g., paid media, SEO/SEM, creative, web development, marketing technology partners)
- Manage vendor scopes of work, timelines, budgets, and performance against agreed KPIs
- Brief external partners on campaign goals and institutional brand/voice, and review creative and campaign deliverables for quality and strategic fit
- Negotiate contracts and renewals in partnership with procurement/finance as applicable
Team Leadership & Cross-Functional Collaboration
- Provide direction and oversight to the Project Manager, Marketing & Communications and other team members on execution of marketing projects and campaigns
- Set priorities and campaign strategy that the Project Manager translates into project plans, timelines, and Asana workflows
- Collaborate with Admissions, Academics, People & Culture, and other departments to ensure marketing initiatives (newsletters, store, chat tool, campaigns) support broader institutional goals
- Represent Marketing & Communications in cross-departmental strategy meetings and provide marketing counsel to institutional stakeholders
- Mentor and develop team members, providing guidance on best practices in digital marketing and marketing operations
Reporting & Continuous Improvement
- Build and maintain dashboards/reports on campaign, funnel, and channel performance for department and institutional leadership
- Analyze performance data to identify trends, opportunities, and areas for optimization across the funnel
- Stay current on higher education marketing trends, digital marketing best practices, and marketing technology developments; bring recommendations back to the team
- Lead post-campaign reviews and apply learnings to future strategy
Qualifications
Required
- Bachelor's degree in Marketing, Communications, Business, or related field; equivalent experience considered
- 5+ years of experience in digital marketing, marketing operations, or demand/lead generation, with progressively increasing responsibility
- Demonstrated experience with lead generation strategy and funnel/journey design, ideally within higher education, admissions, or another high-consideration enrollment/sales environment
- Hands-on expertise with Salesforce Marketing Cloud (or comparable marketing automation platform), including journey builder, automation studio, and email studio
- Strong email marketing experience: segmentation, testing, deliverability, and performance analysis
- Experience building and optimizing landing pages, including familiarity with best practices for conversion rate optimization
- Proven experience managing external vendors/agencies for digital marketing campaigns
- Strong analytical skills with the ability to translate data into actionable strategy
- Excellent communication and stakeholder management skills, with experience presenting to leadership
Preferred
- Experience in higher education marketing or enrollment management
- Experience managing or mentoring junior marketing/project management staff
- Familiarity with e-commerce platforms (e.g., Shopify), website chat/engagement tools (e.g., Olark), and internal communications platforms (e.g., ContactMonkey)
- Experience with Asana or comparable project management tools, and working alongside a marketing project manager
- Salesforce Marketing Cloud certification(s)
- Familiarity with SEO/SEM, paid social, and paid search campaign management
- Experience with web analytics and reporting tools (e.g., Google Analytics, dashboarding tools)
Expected Pay Rate: $70,000.00-$75,000.00 CAD
Universal Core Behaviors:
Commitment to Adler’s Mission
- Acts with personal integrity, honesty, compassion. and integrity in all professional responsibilities.
- Aligns professional actions with Adler’s commitment to community-rooted education, research, and impact.
- Contributes to a culture that advances health, well-being, and community connection - locally and globally.
- Respects and values colleagues and community partners.
Accountability and Excellence
- Demonstrates results-oriented focus and commitment to quality.
- Consistently meets deadlines and delivers work of high professional standard.
- Prioritizes service and responsiveness.
- Seeks opportunities to improve efficiency, effectiveness, and resource use.
- Takes ownership of performance, seeks feedback, and accepts responsibility for actions.
Communication
- Communicates with respect, diplomacy, and professionalism.
- Demonstrates active listening and comprehension.
- Expresses ideas clearly and effectively in both oral and written forms.
- Keeps colleagues informed in a timely and transparent manner.
Collaboration and Teamwork
- Actively contributes to and engages with colleagues, partners, and communities.
- Builds relationships rooted in respect, empathy, and trust.
- Demonstrates curiosity, courage, and integrity in guiding work and decisions.
- Makes thoughtful, informed decisions that balance short-term needs with long-term impact.
- Works cooperatively with colleagues to achieve collective goals.
Adaptability and Lifelong Learning
- Approaches challenges with proactive problem-solving.
- Commits to lifelong learning by continuously developing skills, knowledge, and effectiveness.
- Supports and adapts to evolving needs in the work environment.
Partnership with Supervisors
- Engages supervisors as partners in achieving goals.
- Fosters open, respectful communication to maintain alignment and clarity.
- Seeks guidance and feedback when appropriate while demonstrating initiative and accountability.
Equal Opportunity Employer
Adler University is committed to the principle of equal employment and advancement opportunity for all employees and potential employees, along with a discrimination and harassment - free workplace environment. Equity and diversity are essential to academic excellence. An open and diverse community fosters the inclusion of voices that have been underrepresented or discouraged. We encourage applications from members of groups that have been marginalized on any grounds enumerated under the B.C. Human Rights Code, including sex, sexual orientation, gender identity or expression, racialization, disability, political belief, religion, marital or family status, age, and/or status as a First Nation, Metis, Inuit, or Indigenous person