Performance Marketing Campaign Manager

About the Job

Performance Marketing Campaign Manager Job Description
This is a 12 month position
Location:

This position is located on the UMN Crookston campus in Crookston, MN, with some hybrid (1 remote day/week) flexibility.
Pay Range:

$65,000-75,000, depending on education/qualifications/experience
Time Appointment:

100% Appointment
Position Type:

P&A Staff
Job Code:

9703DM - M&C Pro 3-Digital Mktg
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.
This role partners closely with marketing and communications leadership, admissions, and creative teams to align strategy, budgets, messaging, and performance goals across display, social media, paid search, and digital acquisition channels. The ideal candidate is a performance marketer with deep expertise in paid media strategy, audience targeting, campaign optimization, and marketing analytics. This individual will be responsible for maximizing advertising effectiveness and return on investment across multiple digital channels by making data-driven decisions related to targeting, bidding strategies, budget allocation, creative performance, and conversion optimization.
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 & 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
Qualifications
Required
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
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% Appointment
Position Type:

Faculty and P&A Staff
Please visit the Office of Human Resources website for more information regarding benefit eligibility.
The University offers a comprehensive benefits package that includes:
Competitive wages, paid holidays, and generous time off
Continuous learning opportunities through professional training and degree-seeking programs supported by the Regents Tuition Benefit Program
Low-cost medical, dental, and pharmacy plans
Healthcare and dependent care flexible spending accounts
University HSA contributions
Disability and employer-paid life insurance
Employee wellbeing program
Excellent retirement plans with employer contribution
Public Service Loan Forgiveness (PSLF) opportunity
Financial counseling services
Employee Assistance Program with eight sessions of counseling at no cost
While our salary ranges provide a framework, it is important to note that most of the time, the initial pay may not reach the maximum of the range. This approach ensures that compensation reflects the value and unique contributions of each candidate while maintaining equity within our organization. As part of our commitment to fair and equitable compensation, please be aware that the salary offered to incoming candidates will be based on their individual credentials and experience.
How To Apply

Applications must be submitted online. To be considered for this position, please click the Apply button and follow the instructions. You will be given the opportunity to complete an online application for the position and attach a cover letter and resume.
Additional documents may be attached after application by accessing your My Job Applications page and uploading documents in the My Cover Letters and Attachments section.
Required application materials: Resume and cover letter
To request an accommodation during the application process, please e-mail employ@umn.edu or call (612) 624-8647.
Diversity

The University recognizes and values the importance of diversity and inclusion in enriching the employment experience of its employees and in supporting the academic mission. The University is committed to attracting and retaining employees with varying identities and backgrounds.
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. To learn more about diversity at the U: Diversity information is available on the University site.
Employment 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.
About University of Minnesota

University of Minnesota, Crookston (UMC)
With a strong tradition of technology-enhanced teaching and learning, the University of Minnesota Crookston (UMC) serves as the U''s major outpost in Northwest Minnesota. UMC provides both experiential, career-oriented degree programs as well as high-quality online programs, while connecting its teaching, research, and outreach to rural economic development and service to the region and beyond.
At the University of Minnesota, we are proud to be recognized by Forbes as a Best Employer for Company Culture (2026), Best Employer for Women (2023), and Best Employer by State (2022-2026). In 2026, we also received Culture Excellence & Industry Awards recognition for employee appreciation and work-life flexibility.

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