Required
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Bachelor’s degree in Marketing, Communications, or related field
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4+ years of experience managing and optimizing multi-channel digital advertising campaigns with measurable lead generation and conversion goals
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Hands-on experience with Google Ads, Google Tag Manager, Meta Ads Manager, TikTok Ads Manager and social media management tools
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Demonstrated expertise in audience segmentation, targeting strategy, retargeting, lookalike modeling, and digital audience development
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Strong understanding of attribution modeling, conversion tracking, UTM strategy, and marketing analytics
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Experience managing campaign budgets and using campaign performance data to drive strategic budget allocation and optimization decisions
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Ability to translate performance data into clear, actionable insights
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Experience working cross-functionally with marketing teams, senior leadership and outside vendors or agencies
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Demonstrated ability to independently develop campaign strategy, identify optimization opportunities, and make performance-based recommendations without extensive oversight
Preferred
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Experience in recruitment marketing
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Familiarity with higher education and recruitment marketing industry best practices
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Understanding of local and multi-market advertising strategies
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Hands-on experience with LinkedIn, YouTube, SnapChat and other emerging social media platform paid ad management tools
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Experience with landing page optimization and lead funnel strategy
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Comfort collaborating across creative, media, analytics, and operations teams
Job Description
The Enrollment Marketing Manager is a critical role on the communications and marketing team responsible for strengthening the reputation and powering growth at the University of Minnesota Crookston.
The Enrollment Marketing Manager will work in partnership with the Office of Admissions and University Relations in Crookston and the central Marketing Communications team and Vice President of Strategic Enrollment Management to support the recruitment and retention of undergraduate students to the University of Minnesota Crookston. The manager is responsible for planning, creating, and implementing strategic marketing campaigns in support of recruitment efforts across the Crookston Admissions team to bring prospective students and their families successfully through the enrollment funnel, including final yield at the start of the semester.
The Enrollment Marketing Manager partners closely with marketing and communications leadership, admissions, and creative teams to align strategy, budgets, messaging, and performance goals across display, social media, paid search, and digital campaigns. The ideal candidate is a performance marketer with deep expertise in highly nuanced lifecycle marketing with a complex buying process. Channel expertise should include paid media strategy, audience targeting, campaign optimization, and marketing analytics. This individual will be responsible for maximizing advertising effectiveness and return on investment across multiple digital channels by making data-driven decisions related to targeting, bidding strategies, budget allocation, creative performance, and conversion optimization.
Location: This position is located on the UMN Crookston campus in Crookston, MN, with some hybrid (1 remote day/week) flexibility.
This is a 12 month position.
Key Responsibilities
Digital Lead Generation & Campaign Execution
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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
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Manage the full campaign lifecycle including audience targeting, budgeting, creative coordination, launch, optimization, and reporting through all stages of the admissions and enrollment experience.
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Plan, execute, and optimize digital lead generation campaigns across display, paid social, SEM and other marketing channels
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Develop audience segmentation strategies using demographic, behavioral, geographic, interest-based, and first-party data
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Continuously evaluate campaign performance and reallocate budgets to maximize lead quality, conversion rates, and return on ad spend (ROAS)
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Drive traffic to websites and landing pages to increase qualified leads
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Build and optimize lead generation funnels from ad engagement through inquiry, application, and enrollment conversion within an established Customer Relationship Management system.
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Identify opportunities to improve campaign efficiency through testing, automation, and platform optimization features
Paid Media Management (Search, Display, & Social)
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Manage and optimize paid search campaigns including keyword strategy, bidding, ad copy development, and landing page alignment
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Execute and optimize display, search based display, and retargeting display campaigns focused on website traffic, lead generation, and conversions
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Execute and optimize paid social campaigns (Meta, TikTok, LinkedIn, YouTube and other relevant platforms) focused on lead generation and brand growth
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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.
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Create, test, and refresh ad creative, messaging, and targeting parameters to improve performance and engagement
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Own digital advertising budget allocation across channels and campaigns, making strategic adjustments based on performance data and enrollment priorities
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Leverage advanced platform capabilities including audience modeling, lookalike audiences, retargeting, conversion tracking, automated bidding strategies, and attribution reporting
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Stay current on emerging digital advertising trends, platform updates, privacy regulations, and targeting capabilities to maintain & enhance campaign effectiveness
Analytics, Reporting & Performance Optimization
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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
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Compile market insights including competitor activity, audience behavior, and digital benchmarks
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Develop dashboards and reporting frameworks that connect campaign performance to lead generation and enrollment outcomes
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Analyze attribution data to identify the most effective channels, audiences, creative assets, and campaign strategies
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Utilize data to make strategic recommendations regarding budget allocation, audience targeting, channel mix, and future campaign investments
Success in This Role
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Works across the University to maximize alignment of enrollment strategy.
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Maximizes the effectiveness of digital advertising budgets through ongoing optimization and strategic decision-making
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Improves lead quality and conversion rates through sophisticated audience targeting and campaign refinement
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Uses data and analytics to identify opportunities and solve performance challenges
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Continuously tests and improves creative, messaging, audience segments, and channel strategies
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Connects marketing performance to measurable enrollment and organizational outcomes
Applications must be submitted online. To be considered for this position, please click the Apply button and follow the instructions. You will be given the opportunity to complete an online application for the position and attach a cover letter and resume.
Additional documents may be attached after application by accessing your "My Job Applications" page and uploading documents in the "My Cover Letters and Attachments" section.
Required application materials: Resume and cover letter
To request an accommodation during the application process, please e-mail [email protected] or call (612) 624-8647.
The University recognizes and values the importance of diversity and inclusion in enriching the employment experience of its employees and in supporting the academic mission. The University is committed to attracting and retaining employees with varying identities and backgrounds.
The University of Minnesota provides equal access to and opportunity in its programs, facilities, and employment without regard to race, color, creed, religion, national origin, gender, age, marital status, disability, public assistance status, veteran status, sexual orientation, gender identity, or gender expression. To learn more about diversity at the U: http://diversity.umn.edu
Any offer of employment is contingent upon the successful completion of a background check. Our presumption is that prospective employees are eligible to work here. Criminal convictions do not automatically disqualify finalists from employment.
University of Minnesota, Crookston (UMC)
With a strong tradition of technology-enhanced teaching and learning, the University of Minnesota Crookston (UMC) serves as the U's major outpost in Northwest Minnesota. UMC provides both experiential, career-oriented degree programs as well as high-quality online programs, while connecting its teaching, research, and outreach to rural economic development and service to the region and beyond.
At the University of Minnesota, we are proud to be recognized by Forbes as a Best Employer for Company Culture (2026), Best Employer for Women (2023), and Best Employer by State (2022-2026). In 2026, we also received Culture Excellence & Industry Awards recognition for employee appreciation and work-life flexibility.
