Performance Marketing Manager
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Job Description
Performance Marketing Manager driving paid media and funnel optimization for Nexford University, an online global university. Improving qualified demand, applications, and enrollment across North America.
Responsibilities:
- Plan, launch, manage, and optimize campaigns across Google Ads, Meta, LinkedIn, and other relevant channels
- Own campaign structure, targeting, bidding, budget pacing, tracking requirements, and ongoing optimization
- Build monthly media plans aligned with enrollment priorities, historical performance, seasonality, and applicant decision cycle
- Allocate spend based on qualified demand, downstream conversion, and acquisition efficiency
- Maintain a prioritized testing plan for audiences, creative, offers, and landing pages
- Monitor the journey from lead generation through application starts, completed applications, and enrollment
- Identify prospect drop-off points and coordinate improvements with responsible teams
- Own North America campaign and audience requirements for nurture initiatives, including segmentation, messaging, and conversion goals
- Partner with Marketing Operations on nurture and automation implementation, testing, and measurement
- Maintain communication with Sales and Admissions on lead quality, follow-up, objections, and conversion barriers
- Recommend campaign, messaging, and targeting adjustments using feedback and funnel data
- Coordinate campaign launches with team capacity and enrollment dates
- Develop creative briefs and work with Creative to produce and improve campaign assets
- Partner with website and digital teams on landing pages, forms, and conversion experiments
- Maintain dashboards and deliver reporting on the agreed cadence
- Contribute to enrollment forecasts and communicate assumptions, risks, and resource needs
- Translate reporting into decisions, experiments, and next steps
- Keep Asana tasks, documentation, deadlines, and project status current
- Manage paid media and demand generation vendors
- Own assigned initiatives from planning through completion and coordinate cross-functional contributions
- Support enrollment-focused webinars, partnerships, and events where campaign expertise is needed
- Use appropriate AI tools for research, analysis, campaign development, and routine workflows, reviewing outputs for accuracy and brand alignment
Requirements:
- At least four years of B2C hands-on performance marketing or demand generation experience
- Demonstrated experience managing paid B2C campaigns targeting U.S. audiences
- Strong working knowledge of Google Ads and Meta Ads
- Experience with LinkedIn Ads is a plus
- Evidence of improving downstream conversion and acquisition efficiency, beyond generating inexpensive leads
- Experience working with Sales on a considered-purchase journey or a multi-stage conversion funnel
- Proficiency with HubSpot or a comparable CRM, GA4, campaign attribution, and reporting tools
- Strong analytical skills and ability to build realistic plans from historical data
- Experience briefing creative teams, coordinating vendors, and managing projects across functions
- Clear communication, reliable follow-through, and comfort raising concerns constructively
- Higher education or adult learner acquisition experience is preferred
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