Digital Marketing Manager- Paid Media

ROLE PURPOSE:We are seeking a highly data-driven Performance Marketing Manager to lead paid digital acquisition for student recruitment, with a specific focus on generating qualified admission leads for Schiller University across international markets.This role is not brand marketing, it is revenue-linked performance marketing. The candidate will own the full-funnel paid media strategy across Meta, Google, and other performance platforms, with clear accountability for Cost per Lead (CPL), Cost per Application (CPA), Return on Ad Spend (ROAS), and Return on Enrolment (ROE).The ideal candidate understands the education decision cycle, multi-touch attribution, long conversion windows, and the optimization required to convert high-intent prospects into enrolled students.Spanish language proficiency is a mustROLE and RESPONSIBILITIES:1. Paid Acquisition Strategy – Student RecruitmentDevelop 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)2. Platform Management & Technical Execution A. Google EcosystemSearch campaigns (high-intent program keywords)Performance Max (lead optimization)Display remarketingYouTube (mid-funnel nurture)Implement structured keyword architecture:Branded vs non-brandedGeneric vs Program-SpecificCompetitor mirroring B. Meta (Facebook & Instagram)Lead generation campaigns (native + landing page)Conversion campaigns optimized for qualified leadsLookalike modeling from enrolled student databaseAdvanced retargeting:Website visitorsLead form openersVideo viewersCRM uploadsCreative A/B testing across static, video, carousel and reels C. Other PlatformsLinkedIn (for MBA and Executive programs)TikTok (Gen Z undergraduate targeting where relevant)Programmatic retargeting where needed3. Budget Ownership & ROI AccountabilityOwn and manage monthly performance budgets.Optimize toward measurable business metrics, not vanity metrics. Core KPIs:Cost per Lead (CPL)Cost per Qualified LeadCost per Application (CPA)Cost per EnrolmentLead-to-Application Conversion RateApplication-to-Enrolment RateROAS (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 & AttributionImplement and manage:Google Tag ManagerMeta Pixel & Conversion APIEnhanced ConversionsOffline 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 OptimizationWork 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 & SegmentationBuild geo-specific targeting frameworks.Segment by:Academic interestDegree levelAge bracketLanguage preference (French-speaking markets)Build and scale lookalike audiences from:Enrolled studentsQualified applicantsHigh-LTV student profiles7. Reporting & Strategic InsightsDeliver 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. Education-Specific Expertise- PreferenceUnderstand seasonality of admissions cycles.Experience handling long consideration cycles.Knowledge of:Education marketing funnelsInternational student recruitmentCompliance in advertising academic programsAbility to differentiate messaging by:Undergraduate vs Masters vs MBA audienceDomestic vs International prospectsESSENTIAL SKILLS & EXPERIENCEFluency in Spanish (written and spoken) – mandatory.Minimum 4–6 years experience in performance marketing.Prior experience in education / higher education lead generation preferred.Proven track record of:Achieving target CPL and CPA benchmarks.Managing six-figure monthly media budgets.Improving ROAS and reducing acquisition cost.Strong understanding of:Google Ads (Search, PMAX, Display, YouTube)Meta Ads Manager (advanced segmentation & retargeting)LinkedIn Ads (preferred)Deep analytical capability with comfort in performance dashboards.Experience with CRM integration (ZOHO, Salesforce, HubSpot or similar).Strong understanding of:Lead scoringFunnel attributionConversion rate optimizationWHAT THIS ROLE IS NOTNot a brand marketing role.Not a content-only role.Not social media management.This is a revenue-driven acquisition role tied directly to admissions growth.Join us on this exciting journey!To know our Privacy Policy, please click on the link below:https://www.schiller.edu/legal-disclaimers/privacy-policy/