Enrollment Marketing Manager - University Relations Dept

Enrollment Marketing Manager - University Relations Dept

The Enrollment Marketing Manager is a critical role on the communications and marketing team responsible for strengthening the reputation and powering growth at the University of Minnesota Crookston.

The Enrollment Marketing Manager will work in partnership with the Office of Admissions and University Relations in Crookston and the central Marketing Communications team and Vice President of Strategic Enrollment Management to support the recruitment and retention of undergraduate students to the University of Minnesota Crookston. The manager is responsible for planning, creating, and implementing strategic marketing campaigns in support of recruitment efforts across the Crookston Admissions team to bring prospective students and their families successfully through the enrollment funnel, including final yield at the start of the semester.

The Enrollment Marketing Manager 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 campaigns. The ideal candidate is a performance marketer with deep expertise in highly nuanced lifecycle marketing with a complex buying process. Channel expertise should include 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.

This is a 12 month position.

• Work with the Office of Admissions and University Marketing Communications to advance the campus enrollment management plan in alignment with University of Minnesota strategic enrollment plan by developing and executing annual enrollment marketing efforts including media planning and timelines for creating marketing and communication materials
• Manage the full campaign lifecycle including audience targeting, budgeting, creative coordination, launch, optimization, and reporting through all stages of the admissions and enrollment experience.
• 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 within an established Customer Relationship Management system.
• 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…