Marketing Manager – Performance Marketing

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