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,, 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.

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, Tik Tok, Linked In, You Tube 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, Tik Tok 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,…