Performance Marketing Manager

Job Title: Performance Marketing Manager – Student Recruitment (French Speaker)Business Function: Digital Performance MarketingROLE PURPOSEWe 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 European and 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.ROLE & RESPONSIBILITIES1. Paid Acquisition Strategy – Student RecruitmentDevelop 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)2. Platform Management & Technical ExecutionGoogle EcosystemSearch campaigns (high-intent program keywords)Performance Max (lead optimization)Display remarketingYouTube (mid-funnel nurture)Implement structured keyword architecture:Branded vs non-brandedGeneric vs Program-SpecificMeta (Facebook & Instagram)Lead generation campaigns (native + landing page)Conversion campaigns optimized for qualified leadsLookalike modeling from enrolled student databaseAdvanced retargeting:Website visitorsLead form openersVideo viewersCRM uploadsCreative A/B testing across static, video, carousel and reelsOther PlatformsLinkedIn (for MBA and Executive programs)TikTok (Gen Z undergraduate targeting where relevant)Programmatic retargeting where needed3. Budget Ownership & ROI AccountabilityOwn and manage monthly performance budgets.Optimize toward measurable business metrics, not vanity metrics.Core KPIs:Cost per Lead (CPL)Cost per Qualified LeadLead-to-Application Conversion RateROAS (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.4. Conversion Tracking & AttributionImplement and manage:Meta Pixel & Conversion APIEnhanced ConversionsBuild 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.5. Landing Page & Funnel OptimizationWork 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 interestDegree levelAge bracketLanguage preference (French-speaking markets)Build and scale lookalike audiences from:Enrolled studentsQualified applicants7. Reporting & Strategic InsightsDeliver weekly and monthly performance dashboards.Provide actionable insights, not just metrics.Forecast lead volumes against enrolment targets.Recommend budget reallocation based on intake cycles.8. Education-Specific Expertise- PreferenceUnderstand seasonality of admissions cycles.Experience handling long consideration cycles.Knowledge of:International student recruitmentCompliance in advertising academic programsAbility to differentiate messaging by:Domestic vs International prospectsESSENTIAL SKILLS & EXPERIENCEFluency in French (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 scoringConversion rate optimizationWHAT THIS ROLE IS NOTNot 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.#J-18808-Ljbffr