Digital Marketing Manager

Role Purpose
We are seeking a skilled and results-oriented
Digital Marketing Manager
to join our higher education company. As a Digital Marketing Manager, you will play a critical role in developing and executing strategic paid campaigns to promote our educational programs, drive student enrolment, and enhance our brand visibility. Your expertise in Google/Meta advertising and data analysis will contribute to the success of our digital marketing initiatives. This is an exciting opportunity to make a significant impact on our student recruitment efforts and overall business growth.

Role And Responsibilities

• Develop and implement PPC strategies for student recruitment: Create and execute comprehensive PPC campaigns that effectively target prospective students, promote our programs, and drive quality leads. Conduct market research, competitor analysis, and audience segmentation to identify opportunities and refine targeting strategies.
• Manage PPC campaigns and budgets: Set up, monitor, and optimize PPC campaigns across various advertising platforms, including Google Ads, Bing Ads, and social media channels. Monitor budget allocations, bid strategies, and ad performance to maximize return on investment (ROI) and achieve enrolment targets.
• Conduct keyword research and ad copywriting: Perform in-depth keyword research to identify relevant and high-converting keywords for our target audience. Develop compelling ad copy that aligns with our brand voice, highlights our unique value proposition, and encourages user engagement and conversions.
• Monitor and analyse campaign performance: Regularly monitor campaign metrics, including click-through rates (CTR), conversion rates, cost per acquisition (CPA), and return on ad spend (ROAS). Utilize analytics tools to gather insights and make data-driven decisions to optimize campaigns, improve performance, and increase student enrolment.
• Implement landing page optimization strategies: Collaborate with the marketing and web development teams to create and enhance landing pages that align with PPC campaigns. Implement best practices for landing page design, user experience, and conversion rate optimization to improve lead quality and conversion rates.
• Stay updated on industry trends and best practices: Continuously stay abreast of industry trends, emerging technologies, and best practices in PPC advertising, digital marketing, and higher education marketing. Leverage this knowledge to propose innovative strategies and drive ongoing improvements to our PPC campaigns.
• Create and manage campaigns across Facebook and Instagram, with a strong focus on audience segmentation, lookalike modeling, retargeting, creative testing, and conversion tracking.
• Audience Targeting: Build and manage advanced targeting strategies including custom audiences, lookalike audiences, interest-based targeting, and behavioural segmentation.
• Ad Creative Management: Collaborate with design/content teams to develop compelling ad creatives (images, videos, carousels, reels) and test variations for performance.
• Optimization & Scaling: Continuously monitor performance, adjust bids, budgets, and placements, and scale winning campaigns to maximize ROI.
• Retargeting & Funnels: Create retargeting strategies to nurture leads through the funnel—from awareness to conversion.
• Analytics & Reporting: Track KPIs including CTR, CPC, CPA, ROAS, and LTV. Provide weekly and monthly performance reports with actionable insights.
• Compliance & Best Practices: Ensure all campaigns follow Meta's advertising policies and stay updated with platform algorithm changes and emerging ad formats.

Essential Skills And Experience

• Excellent written and spoken communication skills.
• Bachelor's degree in marketing, advertising, or a related field (preferred)
• Proven experience as paid marketing manager or in a similar role, preferably in the higher education industry
• Proficiency in Google Ads, Meta Ads, TikTok and LinkedIn ads
• Strong analytical skills with the ability to interpret data and make informed decisions.
• Excellent understanding of keyword research, ad copywriting, and campaign optimization techniques
• Familiarity with analytics tools such as Google Analytics and conversion tracking
• Ability to work effectively in a fast-paced, deadline-driven environment.
• Strong communication and collaboration skills, with the ability to work cross-functionally with marketing and web development teams.