Performance Marketing Manager (Digital Marketing ) – Student Recruitme

Overview

1. Paid Acquisition Strategy – Student Recruitment

• Develop and execute performance marketing strategies specifically designed to generate qualified admission leads.
• Align media strategy to intake cycles, program categories (Undergraduate, MBA, Masters), and geography.
• Structure campaigns based on full-funnel segmentation:
• Awareness (program discovery)
• Consideration (lead generation)
• Conversion (application submission)
• Retargeting (offer conversion & enrolment push)

Google Ecosystem

• Search campaigns (high-intent program keywords)
• Performance Max (lead optimization)
• Display remarketing
• YouTube (mid-funnel nurture)
• Implement structured keyword architecture:
• Branded vs non-branded
• Generic vs Program-Specific
• Competitor mirroring

• Meta (Facebook & Instagram)

• Lead generation campaigns (native + landing page)
• Conversion campaigns optimized for qualified leads
• Lookalike modeling from enrolled student database
• Advanced retargeting:
• Website visitors
• Lead form openers
• Video viewers
• CRM uploads
• Creative A/B testing across static, video, carousel and reels

Other Platforms

• LinkedIn (for MBA and Executive programs)
• TikTok (Gen Z undergraduate targeting where relevant)
• Programmatic retargeting where needed

3. Budget Ownership & ROI Accountability

• Own and manage monthly performance budgets.
• Optimize toward measurable business metrics, not vanity metrics.

Core KPIs

• Cost per Lead (CPL)
• Cost per Qualified Lead
• Cost per Application (CPA)
• Cost per Enrolment

• Lead-to-Application Conversion Rate

• Application-to-Enrolment Rate
• ROAS (Return on Ad Spend)
• ROE (Return on Enrolment Revenue)
• Candidate must demonstrate ability to:
• Maintain target CPL benchmarks aligned with regional education costs.
• Improve lead quality through continuous audience refinement.
• Allocate budgets dynamically based on intake timelines and program performance.
• Scale campaigns while maintaining profitability thresholds.

4. Conversion Tracking & Attribution

• Implement and manage:

• Meta Pixel & Conversion API

• Enhanced Conversions
• Offline Conversion Uploads (Application & Enrolment events)
• Build multi-touch attribution models considering long decision cycles (30–120 days typical in education).
• Integrate CRM data to optimize campaigns toward actual enrolments, not just leads.

5. Landing Page & Funnel Optimization

• Work with marketing and web teams to:
• Optimize landing pages for lead conversion.
• Improve form completion rates.
• Reduce drop-offs.
• Implement CRO testing (A/B testing headlines, CTAs, form length).
• Ensure alignment between ad promise and landing experience.
• Drive improvements in lead-to-application ratio.

6. Audience Intelligence & Segmentation

• Build geo-specific targeting frameworks.
• Segment by:
• Academic interest
• Degree level
• Age bracket
• Language preference (French-speaking markets)
• Build and scale lookalike audiences from:
• Enrolled students
• Qualified applicants
• High-LTV student profiles

7. Reporting & Strategic Insights

• Deliver weekly and monthly performance dashboards.
• Provide actionable insights, not just metrics.
• Forecast lead volumes against enrolment targets.
• Recommend budget reallocation based on intake cycles.
• 8.

-Specific Expertise- Preference

• Understand seasonality of admissions cycles.
• Experience handling long consideration cycles.
• Knowledge of:
• Education marketing funnels
• International student recruitment
• Compliance in advertising academic programs
• Ability to differentiate messaging by:
• Undergraduate vs Masters vs MBA audience
• Domestic vs International prospects