Performance Marketing Manager, North America

Nexford University is an online university serving a global community of learners and employers. The Performance Marketing Manager will execute and optimize paid media campaigns across North America, improve the enrollment funnel, and drive qualified demand. The role also involves cross-functional collaboration, reporting, forecasting, creative and conversion optimization, vendor management, and project ownership.

Responsibilities:

• Plan, launch, manage, and optimize campaigns across Google Ads, Meta, LinkedIn, and other relevant channels
• Own campaign structure, targeting, bidding, budget pacing, tracking requirements, and ongoing optimization
• Build monthly media plans aligned with enrollment priorities, historical performance, seasonality, and the applicant decision cycle
• Allocate spend based on qualified demand, downstream conversion, and acquisition efficiency
• Maintain a prioritized testing plan for audiences, creative, offers, and landing pages
• Monitor the journey from lead generation through application starts, completed applications, and enrollment
• Identify where prospects drop off and coordinate improvements with the teams responsible
• Own NAM campaign and audience requirements for nurture initiatives, including segmentation, messaging, and conversion goals
• Partner with Marketing Operations on implementation, testing, and measurement of nurture and automation
• Evaluate campaign performance beyond lead volume and cost per lead
• Maintain regular communication with Sales and Admissions on lead quality, follow-up, objections, and conversion barriers
• Use feedback and funnel data to recommend campaign, messaging, and targeting adjustments
• Coordinate campaign launches with team capacity and relevant enrollment dates
• Bring clear recommendations and follow through on agreed actions
• Develop clear creative briefs with audience insights, hooks, messaging, calls to action, and testing hypotheses
• Work with Creative to produce and improve campaign assets
• Partner with the website and digital teams on landing pages, forms, and conversion experiments
• Share performance feedback that helps teams understand what to improve and why
• Maintain accurate dashboards and deliver reporting on the agreed cadence
• Explain results in the context of spend, seasonality, attribution, campaign maturity, and conversion timing
• Contribute to enrollment forecasts and clearly communicate assumptions, risks, and resource needs
• Translate reporting into decisions, experiments, and next steps
• Keep Asana tasks, documentation, deadlines, and project status current
• Manage relevant paid media and demand generation vendors, including briefs, deliverables, timelines, and performance
• Own assigned initiatives from planning through completion, coordinating contributions from other teams
• Flag blockers early and propose practical solutions
• Support enrollment-focused webinars, partnerships, and events where campaign expertise is needed, with responsibilities and priorities agreed in advance
• Use appropriate AI tools to support research, analysis, campaign development, and routine workflows
• Review outputs for accuracy, brand alignment, and suitability before use
• Assess AI applications based on their contribution to efficiency and marketing outcomes

Requirements:

• At least four years of hands-on performance marketing or demand generation experience
• Demonstrated experience managing paid campaigns targeting U.S. or Canadian audiences
• Strong working knowledge of Google Ads and Meta Ads
• Evidence of improving downstream conversion and acquisition efficiency, beyond generating inexpensive leads
• Experience working with Sales on a considered-purchase journey or a multi-stage conversion funnel
• Proficiency with HubSpot or a comparable CRM, GA4, campaign attribution, and reporting tools
• Strong analytical skills and the ability to build realistic plans from historical data
• Experience briefing creative teams, coordinating vendors, and managing projects across functions
• Clear communication, reliable follow-through, and comfort raising concerns constructively
• experience with LinkedIn Ads is a plus
• Higher education or adult learner acquisition experience is preferred