Performance Marketing Campaign Manager

Performance Marketing Campaign Manager
This is a 12‑month, full‑time position located on the UMN Crookston campus with one remote day per week flexibility. Pay is $65,000‒$75,000 per year depending on education, qualifications, and experience. Time appointment: 100 %. Position type: P&A staff.

The Marketing Campaign Manager is responsible for planning, executing, and optimizing paid and organic digital campaigns that drive awareness, engagement, qualified lead generation, and enrollment growth.

Key Responsibilities
Digital Lead Generation & Campaign Execution

Manage the full campaign lifecycle including audience targeting, budgeting, creative coordination, launch, optimization, and reporting

Plan, execute, and optimize digital lead generation campaigns across display, paid social, SEM, and other marketing channels

Develop audience segmentation strategies using demographic, behavioral, geographic, interest‑based, and first‑party data

Continuously evaluate campaign performance and reallocate budgets to maximize lead quality, conversion rates, and return on ad spend (ROAS)

Drive traffic to websites and landing pages to increase qualified leads

Build and optimize lead generation funnels from ad engagement through inquiry, application, and enrollment conversion

Identify opportunities to improve campaign efficiency through testing, automation, and platform optimization features

Paid Media Management (Search, Display & Social)

Manage and optimize paid search campaigns including keyword strategy, bidding, ad copy development, and landing page alignment

Execute and optimize display, search‑based display, and retargeting display campaigns focused on website traffic, lead generation, and conversions

Execute and optimize paid social campaigns (Meta, TikTok, LinkedIn, YouTube and other relevant platforms) focused on lead generation and brand growth

Monitor and optimize campaign performance using key metrics including cost‑per‑lead (CPL), cost‑per‑acquisition (CPA), click‑through rate (CTR), conversion rate, return on ad spend (ROAS), and overall marketing ROI

Create, test, and refresh ad creative, messaging, and targeting parameters to improve performance and engagement

Own digital advertising budget allocation across channels and campaigns, making strategic adjustments based on performance data and enrollment priorities

Leverage advanced platform capabilities including audience modeling, lookalike audiences, retargeting, conversion tracking, automated bidding strategies, and attribution reporting

Stay current on emerging digital advertising trends, platform updates, privacy regulations, and targeting capabilities to maintain and enhance campaign effectiveness

Analytics, Reporting & Performance Optimization

Develop, maintain, and validate campaign tracking, conversion events, UTM frameworks, and reporting infrastructure to ensure accurate performance measurement and attribution

Monitor and analyze digital marketing performance using Google Analytics, Looker Studio, Google Ads, Google Tag Manager, Meta Ads Manager, TikTok Ads Manager and other platform insights

Compile market insights including competitor activity, audience behavior, and digital benchmarks

Develop dashboards and reporting frameworks that connect campaign performance to lead generation and enrollment outcomes

Analyze attribution data to identify the most effective channels, audiences, creative assets, and campaign strategies

Utilize data to make strategic recommendations regarding budget allocation, audience targeting, channel mix, and future campaign investments

Success in This Role

Maximizes the effectiveness of digital advertising budgets through ongoing optimization and strategic decision‑making

Improves lead quality and conversion rates through sophisticated audience targeting and campaign refinement

Uses data and analytics to identify opportunities and solve performance challenges

Continuously tests and improves creative, messaging, audience segments, and channel strategies

Connects marketing performance to measurable enrollment and organizational outcomes

Required Qualifications

Bachelor's degree in Marketing, Communications, or related field

4+ years of experience managing and optimizing multi‑channel digital advertising campaigns with measurable lead generation and conversion goals

Hands‑on experience with Google Ads, Google Tag Manager, Meta Ads Manager, TikTok Ads Manager and social media management tools

Demonstrated expertise in audience segmentation, targeting strategy, retargeting, lookalike modeling, and digital audience development

Strong understanding of attribution modeling, conversion tracking, UTM strategy, and marketing analytics

Experience managing campaign budgets and using campaign performance data to drive strategic budget allocation and optimization decisions

Ability to translate performance data into clear, actionable insights

Experience working cross‑functionally with marketing teams, senior leadership and outside vendors or agencies

Demonstrated ability to independently develop campaign strategy, identify optimization opportunities, and make performance‑based recommendations without extensive oversight

Preferred Qualifications

Experience in recruitment marketing

Familiarity with higher education and recruitment marketing industry best practices

Understanding of local and multi‑market advertising strategies

Hands‑on experience with LinkedIn, YouTube, SnapChat and other emerging social media platform paid ad management tools

Experience with landing page optimization and lead funnel strategy

Comfort collaborating across creative, media, analytics, and operations teams

Pay and Benefits
Pay Range: $65,000 – $75,000 per year; depending on education/qualifications/experience. Time appointment: 100 %. Position type: Faculty and P&A staff.

The University offers a comprehensive benefits package that includes competitive wages and generous time off, medical, dental and pharmacy plans, healthcare and dependent care flexible spending accounts, HSA contributions, disability and employer‑paid life insurance, employee well‑being program, excellent retirement plans with employer contribution, Public Service Loan Forgiveness opportunity, financial counseling services and an Employee Assistance Program with counseling sessions at no cost.

Equal Employment Opportunity
The University of Minnesota provides equal access to and opportunity in its programs, facilities, and employment without regard to race, color, creed, religion, national origin, gender, age, marital status, disability, public assistance status, veteran status, sexual orientation, gender identity, or gender expression.

Other Requirements
Any offer of employment is contingent upon the successful completion of a background check. Our presumption is that prospective employees are eligible to work here. Criminal convictions do not automatically disqualify finalists from employment.

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