Performance Marketing Manager

Performance Marketing Manager

The Performance Marketing Manager owns the paid acquisition funnel for enrollment from first ad impression through started application. This is a hands-on execution and optimization role: the manager plans, launches, and continuously optimizes paid media campaigns with the explicit goal of lowering cost per lead, cost per started and completed application, not just driving traffic or clicks.

Beyond paid media, the role extends into the conversion funnel itself improving landing pages and provides the analytics backbone that keeps enrollment marketing decisions grounded in data.

The Performance Marketing Manager works closely with the Director of Marketing and the Director of Admissions, executing within approved strategy, messaging, and budget parameters, and ensuring reporting aligns with the Strategic Enrollment Implementation Plan and HLC goals.

Key Responsibilities

Paid Acquisition & Media (6070%)

• Own strategy, execution, and ongoing optimization of paid campaigns (paid search, paid social, display/retargeting, and video) within established budget parameters
• Build and maintain privacy-compliant, full-funnel conversion tracking GA4, tag management, consent mode, and click-IDbased conversion imports from the CRM/enrollment system where permitted by institutional privacy policy so campaigns can be optimized to started and completed applications rather than clicks or form fills
• Structure campaigns, audiences, and bidding strategies around down-funnel conversion events using privacy-safe targeting (search intent, geographic/demographic, contextual, and first-party retargeting rather than lookalike audiences); manage budget pacing and reallocation across channels based on cost per started and completed application
• Run a continuous testing program across ad creative, audiences and landing pages
• Attribute enrollments to specific channels and campaigns; integrate and reconcile data from ad platforms, external agencies, and affiliate/partner channels
• Maintain the paid media performance dashboard (e.g., Looker Studio or Power BI) and deliver a monthly campaign performance report with insights and recommendations to the Director of Marketing

Funnel & Lifecycle Optimization (2025%)

• Analyze and improve conversion rates on campaign landing pages
• Own re-engagement of started-but-incomplete applicants through paid retargeting, in coordination with the Director of Admissions
• Evaluate email campaign and webinar/event performance as lead sources, and feed findings back into paid audience and creative strategy

Marketing Analytics & Campaign Coordination (1015%)

• Maintain the enrollment marketing dashboard as the team's source of truth; interpret results and provide insight to support Director-level decision-making and cross-functional alignment
• Contribute enrollment marketing performance data to accreditation (HLC), board reporting, and institutional planning aligned to the Strategic Plan
• Monitor organic search (SEO/AEO) performance as part of overall channel reporting

Qualifications

• 3+ years of hands-on paid media experience with direct ownership of campaign strategy, execution, and budget, not analysis or coordination alone
• Demonstrated experience optimizing campaigns to down-funnel or offline conversion events (e.g., applications, enrollments, qualified leads), including setting up the tracking to make that possible
• Significant experience with GA4 and tag management, including conversion configuration, dashboard maintenance, and analysis
• Experience with data visualization and reporting tools such as Looker Studio or Power BI
• Working knowledge of conversion rate optimization: landing page testing, funnel analysis, and drop-off diagnosis
• Experience evaluating email nurture/retargeting sequences tied to conversion outcomes
• Strong written, and verbal communication skills; collaborative and comfortable working cross-functionally
• Bachelor's degree in Marketing, Business, Data Analytics, or a related field, or equivalent demonstrated experience
• Experience working with CRM and enrollment systems such as Slate, Salesforce, or CORE Campus (or ability to learn quickly); higher education or enrollment marketing experience is a plus

Erikson is open to individual candidates from all backgrounds and experiences. Candidates should apply whether or not they feel that they meet all the requirements or qualifications for the position. We are looking forward to having exciting conversations with engaging candidates and will welcome your application.

Erikson Institute's graduate school uniquely prepares child development, education, and social work leaders to improve the lives of young children and their families. Our impact and influence are further amplified through our innovative academic programs, applied research, direct services in the community, advocacy, policy and leadership.

Erikson Institute is an equal opportunity employer. We consider all applicants for employment without regard to race, color, religion, national or ethnic origin, sexual orientation, marital status, age, disability, veteran status, family responsibilities, or any other classes protected by federal, state, or local laws. In addition, Erikson Institute provides reasonable accommodations to qualified individuals with disabilities in accordance with the Americans With Disabilities Act and applicable state and local laws (including during the application or hiring process).