We are looking for a highly analytical and results-driven Marketing Manager – Performance

Marketing to lead digital acquisition and performance marketing initiatives for Eton College Canada.

The successful candidate will be responsible for generating high-quality student leads, optimizing digital campaigns, improving conversion rates, and delivering measurable enrollment growth. This role requires a robust understanding of the education sector, digital advertising, lead generation, CRM funnels, and performance analytics.

The ideal candidate is commercially minded, data-driven, hands-on with digital advertising platforms, and focused on cost per qualified lead, cost per application, cost per enrollment, and overall marketing ROI.

Key Responsibilities

Performance Marketing Strategy

- Develop and execute performance marketing strategies to drive student inquiries, applications, and enrollments.
- Build channel-specific acquisition strategies across Google, Meta, YouTube, LinkedIn, and other relevant platforms.
- Develop marketing strategies by program, target audience, geography, and student segment.
- Establish monthly and quarterly acquisition targets and budgets.
- Identify new digital acquisition channels and opportunities for scalable growth
- Plan, launch, manage, and optimize paid advertising campaigns.
- Manage Google Ads, Meta Ads, YouTube, and other relevant paid media platforms.
- Conduct keyword research, audience segmentation, A/B testing, and creative testing.
- Optimize campaigns based on CPL, CPQL, CPA, application rate, enrollment rate, and ROAS.
- Continuously test new messaging, landing pages, creative formats, audiences, and offers.
- Develop strategies to increase the volume and quality of student leads.
- Work closely with admissions and sales teams to understand lead quality and conversion performance.
- Analyze the complete funnel from impression → click → lead → qualified lead → application → deposit → enrollment.
- Identify and eliminate bottlenecks in the student recruitment funnel.
- Improve landing pages, forms, calls-to-action, and lead nurturing strategies.

Analytics & Performance Reporting

- Own performance marketing dashboards and reporting.




- Track campaign performance and marketing ROI on a weekly and monthly basis.
- Analyze performance by program, campaign, channel, geography, and audience.
- Provide actionable recommendations based on data.
- Establish clear attribution between marketing activity and student enrollments.
- Present performance results and recommendations to senior management.

CRM & Marketing Automation

- Work with the admissions team to ensure effective lead management and follow-up.
- Monitor lead response times and lead-to-enrollment conversion.
- Develop and optimize email, SMS, remarketing, and automated lead-nurturing campaigns.
- Ensure accurate tracking of leads and conversions within the CRM.

Content & Creative Optimization

- Work with content and creative teams to develop high-performing advertising assets.
- Develop and test different value propositions, headlines, offers, and calls-to-action.
- Use campaign data to determine which creative and messaging generate the best results.
- Ensure marketing content is aligned with individual programs and target student segments.

Market & Competitor Analysis

- Monitor competitor advertising, pricing, programs, positioning, and digital activity.
- Identify emerging trends in international and domestic student recruitment.
- Research new markets and audience segments.
- Recommend opportunities for new programs, campaigns, and acquisition strategies.

Key Performance Indicators (KPIs)

The Marketing Manager will be measured primarily on business outcomes, including:

- Qualified leads generated
- Applications generated
- Enrollments generated
- Cost per lead (CPL)
- Cost per qualified lead (CPQL)
- Cost per application
- Cost per enrollment / acquisition (CPA)
- Lead-to-application conversion rate
- Application-to-enrollment conversion rate
- Marketing-generated revenue
- Return on advertising spend (ROAS)
- Overall marketing ROI

Required Qualifications





- Bachelor's degree in Marketing, Business, Communications, Digital Marketing, or a related field.
- 5+ years of experience in performance/digital marketing, preferably with responsibility for lead generation and revenue growth.
- Strong hands-on experience with Google Ads and Meta Ads.
- Experience with Google Analytics 4, Google Tag Manager, Looker Studio, or equivalent analytics platforms.
- Strong understanding of CRM and marketing automation systems.
- Demonstrated experience managing significant digital advertising budgets.
- Strong analytical and data interpretation skills.
- Excellent understanding of conversion funnels and digital attribution.
- Experience with landing page optimization and A/B testing.
- Excellent written and verbal communication skills.

Preferred Experience

Experience in one or more of the following sectors is strongly preferred:

- Higher education
- International education
- Student recruitment
- Professional education
- Online education
- Lead-generation businesses
- B2C performance marketing

Experience marketing to international students in Canada would be a significant advantage.

Personal Attributes

The successful candidate will be:

- Highly data-driven and analytical
- Commercially focused
- Results-oriented
- Comfortable working with numbers and performance dashboards
- Hands-on rather than purely strategic
- Strong in experimentation and A/B testing
- Comfortable challenging assumptions using data
- Able to work closely with admissions, sales, academic, and leadership teams
- Fast-moving and comfortable in a growth environment

Pay: $70,000.00-$80,000.00 per year

Application question(s):

- Do you have strong hands-on experience with Google Ads and Meta Ads?
- Do you have experience with Google Analytics 4, Google Tag Manager, Looker Studio, or equivalent analytics platforms?
- Do you have strong understanding of CRM and marketing automation systems?
- Do you have experience with landing page optimization and A/B testing?
- Do you have Higher education industry background?
- Do you have Student recruitment experience?

Experience:

- Digital marketing: 5 years (required)
- performance marketing: 3 years (required)

Work Location: In person

📌 Marketing Manager – Performance Marketing (Canada)
🏢 Eton College
📍 Canada