Digital Marketing Manager (Paid Media & Student Recruitment)
Location: Birmingham, West Midlands
We are looking for a results-driven Digital Marketing Manager to lead paid media strategy and execution for a higher education organisation. This role plays a critical part in driving student enrolment, increasing brand visibility, and maximising ROI through data-led digital campaigns across search and social platforms.
You will own end-to-end paid acquisition strategy, combining strong analytical capability with hands-on execution across Google, Meta, and other paid channels.
Key Responsibilities
Paid Media Strategy & Execution
Develop and execute PPC strategies focused on student recruitment and lead generation.
Plan, launch, manage, and optimise campaigns across Google Ads, Bing Ads, Meta (Facebook & Instagram), TikTok, and LinkedIn.
Conduct market research, competitor analysis, and audience segmentation to refine targeting and messaging.
Campaign & Budget Management
Manage budgets, bids, and pacing to maximise ROI and achieve enrolment targets.
Monitor campaign performance and continuously optimise for CTR, CPA, ROAS, and lead quality.
Keyword Research & Ad Copy
Perform in-depth keyword research to identify high-intent and high-converting opportunities.
Write compelling, conversion-focused ad copy aligned to brand tone and value proposition.
Audience Targeting & Funnel Strategy
Build and manage advanced targeting strategies including custom audiences, lookalikes, retargeting, and behavioural segmentation.
Design full-funnel paid media strategies from awareness through to conversion.
Creative & Landing Page Optimisation
Collaborate with design and content teams to develop and test ad creatives (static, video, carousel, reels).
Partner with web and marketing teams to optimise landing pages and improve conversion rates.
Analytics, Reporting & Optimisation
Track and analyse performance using Google Analytics and conversion tracking tools.
Produce weekly and monthly performance reports with actionable insights and recommendations.
Use data to identify scaling opportunities and improve campaign efficiency.
Compliance & Innovation
Ensure all campaigns comply with platform policies and best practices.
Stay up to date with digital marketing trends, platform changes, and emerging ad formats.
Essential Skills & Experience
Proven experience in paid digital marketing or performance marketing, ideally within education or lead-driven environments.
Strong hands-on experience with Google Ads and Meta Ads; TikTok and LinkedIn Ads experience desirable.
Excellent understanding of PPC optimisation, keyword research, ad copywriting, and conversion tracking.
Strong analytical skills with the ability to translate data into clear actions.
Experience using Google Analytics and performance reporting tools.
Excellent written and verbal communication skills.
Ability to thrive in a fast-paced, deadline-driven environment.
Strong collaboration skills across marketing, content, and web development teams.
Bachelor's degree in Marketing, Advertising, or a related field (preferred).
Why This Role Matters
This role directly impacts student recruitment and business growth by turning insight into performance. You'll have ownership, influence, and the opportunity to scale high-impact digital campaigns that drive measurable results.