We are seeking a highly data-driven Performance Marketing Manager to lead paid digital acquisition for student recruitment, with a specific focus on generating qualified admission leads for Schiller University across international markets.

This role is not brand marketing, it is revenue-linked performance marketing. The candidate will own the full-funnel paid media strategy across Meta, Google, and other performance platforms, with clear accountability for Cost per Lead (CPL), Cost per Application (CPA), Return on Ad Spend (ROAS), and Return on Enrolment (ROE).

The ideal candidate understands the education decision cycle, multi-touch attribution, long conversion windows, and the optimization required to convert high-intent prospects into enrolled students.

Spanish language proficiency is a must

ROLE and RESPONSIBILITIES

Paid Acquisition Strategy – Student Recruitment

Develop and execute performance marketing strategies specifically designed to generate qualified admission leads.

Align media strategy to intake cycles, program categories (Undergraduate, MBA, Masters), and geography.

Structure campaigns based on full-funnel segmentation

Awareness (program discovery)

Conversion (application submission)

Retargeting (offer conversion & enrolment push)

Platform Management & Technical Execution

• Google Ecosystem

Search campaigns (high-intent program keywords)

Performance Max (lead optimization)

Display remarketing

YouTube (mid-funnel nurture)

Implement structured keyword architecture

Branded vs non-branded

Generic vs Program-Specific

• Meta (Facebook & Instagram)

Lead generation campaigns (native + landing page)

Conversion campaigns optimized for qualified leads

Lookalike modeling from enrolled student database

Advanced retargeting

Website visitors

Lead form openers

Video viewers

CRM uploads

Creative A/B testing across static, video, carousel and reels

• Other Platforms

LinkedIn (for MBA and Executive programs)

TikTok (Gen Z undergraduate targeting where relevant)

Programmatic retargeting where needed

• Budget Ownership & ROI Accountability

Own and manage monthly performance budgets.

Optimize toward measurable business metrics, not vanity metrics.

Core KPIs

Cost per Lead (CPL)

Cost per Qualified Lead

Lead-to-Application Conversion Rate

ROAS (Return on Ad Spend)

Candidate must demonstrate ability to

Maintain target CPL benchmarks aligned with regional education costs.

Improve lead quality through continuous audience refinement.

Allocate budgets dynamically based on intake timelines and program performance.

Scale campaigns while maintaining profitability thresholds.

• Conversion Tracking & Attribution

Implement and manage

Meta Pixel & Conversion API

Enhanced Conversions

Build multi-touch attribution models considering long decision cycles (30–120 days typical in education).

Integrate CRM data to optimize campaigns toward actual enrolments, not just leads.

• Landing Page & Funnel Optimization

Work with marketing and web teams to

Optimize landing pages for lead conversion.

Implement CRO testing (A/B testing headlines, CTAs, form length).

Ensure alignment between ad promise and landing experience.

Drive improvements in lead-to-application ratio.

Build geo-specific targeting frameworks.

Academic interest

Degree level

Age bracket

Language preference (French-speaking markets)

Build and scale lookalike audiences from

Enrolled students

Qualified applicants

• Reporting & Strategic Insights

Deliver weekly and monthly performance dashboards.

Provide actionable insights, not just metrics.

Forecast lead volumes against enrolment targets.

Recommend budget reallocation based on intake cycles.

• Education-Specific Expertise- Preference

Understand seasonality of admissions cycles.

Experience handling long consideration cycles.

Knowledge of

International student recruitment

Compliance in advertising academic programs

Ability to differentiate messaging by

Domestic vs International prospects

ESSENTIAL SKILLS & EXPERIENCE

Fluency in Spanish (written and spoken) – mandatory.

Minimum 4–6 years experience in performance marketing.

Prior experience in education / higher education lead generation preferred.

Proven track record of

Achieving target CPL and CPA benchmarks.

Managing six-figure monthly media budgets.

Improving ROAS and reducing acquisition cost.

Strong understanding of

Google Ads (Search, PMAX, Display, YouTube)

LinkedIn Ads (preferred)

Deep analytical capability with comfort in performance dashboards.

Experience with CRM integration (ZOHO, Salesforce, HubSpot or similar).

Strong understanding of

Lead scoring

Conversion rate optimization

WHAT THIS ROLE IS NOT

Not a brand marketing role.

Not a content-only role.

Not social media management.

This is a revenue-driven acquisition role tied directly to admissions growth.

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