Enrollment Marketing Manager - University Relations Dept (Remote)

The University of Minnesota Crookston provides experiential, career-oriented degree programs and high-quality online programs while supporting rural economic development and regional service. The Enrollment Marketing Manager develops and executes strategic digital marketing campaigns to recruit and retain undergraduate students, managing paid media, audience targeting, campaign optimization, budgets, analytics, and enrollment funnel performance.

Responsibilities:

• 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
• 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, TikTok, LinkedIn, YouTube 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
• 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, TikTok 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, and campaign strategies
• Utilize data to make strategic recommendations regarding budget allocation, audience targeting, channel mix, and future campaign investments

Requirements:

• Bachelor's degree in Marketing, Communications, or related field
• 4+ years of experience managing and optimizing multi-channel digital advertising campaigns with measurable lead generation and conversion goals
• Hands-on experience with Google Ads, Google Tag Manager, Meta Ads Manager, TikTok Ads Manager and social media management tools
• Demonstrated expertise in audience segmentation, targeting strategy, retargeting, lookalike modeling, and digital audience development
• Strong understanding of attribution modeling, conversion tracking, UTM strategy, and marketing analytics
• Experience managing campaign budgets and using campaign performance data to drive strategic budget allocation and optimization decisions
• Ability to translate performance data into clear, actionable insights
• Experience working cross-functionally with marketing teams, senior leadership and outside vendors or agencies
• Demonstrated ability to independently develop campaign strategy, identify optimization opportunities, and make performance-based recommendations without extensive oversight
• Experience in recruitment marketing
• Familiarity with higher education and recruitment marketing industry best practices
• Understanding of local and multi-market advertising strategies
• Hands-on experience with LinkedIn, YouTube, SnapChat and other emerging social media platform paid ad management tools
• Experience with landing page optimization and lead funnel strategy
• Comfort collaborating across creative, media, analytics, and operations teams