The Performance Marketing Manager is responsible for defining and implementing a direct response marketing strategy to drive qualified lead generation. This role identifies and recommends new lead source opportunities, proposes budgets, and analyzes source performance through cost-per-lead and conversion metrics. The Performance Marketing Manager positions and differentiates degree programs to generate quality leads though campaign planning, performance and competitive analysis, and collaborates across the enterprise to ensure goals are aligned.
The manager will bring a proven track-record of managing efficient digital campaigns with a focus on data analysis and ROI performance. This role requires the ability to operate on both a strategic and tactical level with a desire to drive results through the use of data analysis and testing. The manager will develop strategic plans and budgets which will drive student lead generation for state universities across a variety of degree programs including healthcare, education, business and criminal justice.
Prepare digital marketing plans, schedules, cost estimates and contracts
Negotiate rates and placements with online lead generation agencies/vendors
Issue insertion orders, cancellations and change requests
Coordinate between internal university account, creative and technology teams as well as manage lead generation vendor relationships
Evaluate and propose targeting, geography, and support level for campaigns
Drive effective lead generation programs through design, development, and management, including: campaign placements, A/B testing, landing page optimization, and any other core capability required to maximize results, drive volume, and hit key metrics
Actively monitor inquiry volumes to ensure optimal quantity and quality of inquires needs to meet enrollment objectives
Investigate and troubleshoot potential lead flow or lead quality issues for programs and campaigns
Ensure ongoing reconciliation related to lead generation such that marketing costs are controlled
Understand compliance regulations for university programs and be able to articulate and adhere to these requirements with agencies
Collaborate with the enrollments team to develop marketing programs that focus on driving conversion
Day-to-day contact for communication to internal teams and external vendors on university programs, budgets and analysis of program lead generation rates and conversion
Target new media trends and tactics to create innovative media programs
Research and evaluate market behavior, trends and competitors to identify opportunities.
Leverage a "test, measure and refine" approach to consistently improve program results and increase the impact of online marketing for student acquisition and profitability.
Excellent analytical skills and attention-to-detail coupled with strong communication skills and the ability to excel in a low structure, innovative and high accountability culture while embracing change and growth.
Bachelor level degree
Minimum 5 years of experience in marketing with an agency or client environment, with at least 2 years of experience developing and executing lead acquisition and direct response digital strategies
Experience with leading edge online inquiry generation techniques and technologies
Experience working with internal technical teams and agencies for the development, deployment and maintenance of lead generation programs
Skilled negotiator with collaborative relationship building
Self-starter with exceptional critical thinking and problem solving abilities
Strong quantitative and analytical skills
Excellent verbal and written communication skills
Ability to multi-task, work successfully with teams, and work under pressure
Proficiency with Microsoft Office suite, particularly Excel
Academic Partnerships - 2 years ago