Digital Marketing Manager (Paid Ads)

We are seeking a highly strategic and performance-driven Digital Marketing Manager to lead paid acquisition efforts across multiple brands. This role is responsible for developing and executing data-driven paid media strategies that drive high-quality leads, improve enrollment conversions, and maximize return on ad spend (ROAS).

This is a contract-to-hire position, on-site based in Honolulu, Hawaii, with standard working hours of 8:00 AM to 4:00 PM. The first 30 days will serve as a probationary contract period. Candidates who demonstrate strong performance, alignment, and results will transition into the part-time role.

Paid Media Strategy and Campaign Ownership
• Own paid media strategy across assigned brands, with a primary focus on top-of-funnel quality, enrollment intent, and downstream conversion performance.
• Develop and maintain a quarterly paid media roadmap, including:
• Channel strategy
• Budget allocation recommendations
• Optimization priorities
• Testing hypotheses
• Review, approve, and refine:
• Targeting strategies
• Keyword strategy
• Campaign structure and architecture
• Creative strategy and campaign assets
• Partner with the Marketing Coordinator to ensure landing pages and creative assets align with paid media strategy. Execution is handled internally.

Campaign Optimization and Performance Management
• Continuously optimize campaigns across Google, Microsoft, and Meta.
• Improve:
• Lead volume
• Lead quality
• Cost per lead (CPL)
• Cost per acquisition (CPA)
• Oversee:
• Conversion tracking strategy
• A/B testing frameworks
• Audience optimization
• Monitor and analyze key KPIs, including:
• Cost per qualified lead
• Cost per acquisition based on enrollment
• Lead conversion rates
• ROAS
• Provide monthly insights, reporting, and optimization recommendations based on performance data.

Landing Page Strategy for Paid Media
• Own the strategic direction for paid media landing pages.
• Use a deep understanding of business model, enrollment process, audience segments, and revenue drivers to guide what should be built and why.
• Direct the Marketing Coordinator on:
• Messaging frameworks aligned to keyword themes and search intent
• Enrollment-focused positioning and calls to action
• Page structure and copy guidance to improve lead quality
• Required page elements such as headlines, subheads, proof points, offers, CTAs, and form strategy
• Ensure landing pages:
• Clearly differentiate the brand’s value proposition
• Drive a single enrollment-oriented action
• Improve relevance, Quality Score, lead quality, and conversion-to-student rates
• This role provides strategy only and does not own design, development, or site-wide UX.

New Channel Testing and Experimentation
• Pilot and evaluate new paid media channels beyond Google and Meta.
• Initial testing may include Reddit for core brand campaigns and Amazon FBA for sub-brands.
• Use a structured test-and-learn framework with:
• Clear hypotheses
• Enrollment-focused success metrics
• Defined scale, pause, and discontinue criteria

Retargeting Strategy

Prospect Retargeting
• Build and optimize retargeting frameworks to re-engage high-intent prospects, including:
• Website visitors by program interest and intent
• Lead-stage audiences in Salesforce
• Leads who requested but did not submit registration forms
• Leads who booked or attended admissions appointments but did not enroll

Student Lifecycle Retargeting
• Support student reactivation campaigns for freeze, hold, and inactive students.
• Support upgrade campaigns for completed HC students moving into degree programs.

SEO Improvement and Organic Visibility
• Support SEO strategy to improve organic visibility, search rankings, and new lead generation across assigned brands
• Identify opportunities for keyword expansion, on-page optimization, content improvements, and technical SEO enhancements aligned with enrollment goals
• Partner with internal teams to ensure priority pages reflect search intent, strengthen brand visibility, and drive qualified organic traffic
• Monitor organic search performance and provide recommendations to improve traffic quality, lead volume, and conversion opportunities

Reporting and Budget Coordination
• Prepare accurate monthly marketing performance reports covering:
• Campaign activity and results
• Optimization actions taken
• Learnings and next-step recommendations
• Provide real-time expense data for budget tracking as needed.
• Recommend budget reallocations and scaling decisions within approved thresholds.

Communication and Collaboration
• Participate in weekly and monthly paid media strategy syncs with the marketing team
• Join monthly marketing meetings with the wider team to:
• Share priorities and planned tests
• Discuss ideas and initiatives
• Keep stakeholders informed on strategy, performance trends, and next steps
• Communicate asynchronously through Teams or Asana as needed for approvals and clarifications

Delivery and Process Expectations
• Maintain at least 90% on-time delivery for paid media projects and assignments
• Maintain a Work Quality and Accuracy rating of 3.0 or higher
• Demonstrate strong performance in productivity, collaboration, growth and development, and workplace standards

Process Improvement & Documentation
• Maintain and continuously improve SOPs, work instructions, and documentation to reflect evolving marketing processes.
• Support strategic platform projects and digital tools with positioning, onboarding flows, and campaign rollout planning.
• Conduct quarterly quality assurance reviews to ensure all documentation is accurate and up to date.
• Identify gaps and initiate creation or revision of documentation as needed.

Qualifications
• 4+ years of hands-on experience managing paid media campaigns across Google Ads, Meta, and Microsoft Ads
• Proven track record of improving CPL, CPA, and ROAS in lead generation environments
• Strong understanding of:
• Campaign structure and account architecture
• Audience targeting and segmentation
• Keyword strategy and search intent
• Experience with:
• Conversion tracking (GA4, pixels, offline conversions)
• A/B testing frameworks and experimentation
• Performance reporting and KPI analysis
• Ability to translate business goals into scalable paid acquisition strategies
• Strong analytical skills with the ability to make data-driven decisions quickly
• High attention to detail and ownership of campaign performance
• Excellent communication skills and ability to collaborate cross-functionally
• Self-starter with strong initiative and proactive problem-solving skills, able to anticipate needs and act without waiting for direction
• Passion for innovation, holistic health, and the future of wellness technology

Job Types: Part-time, Contract

Pay: $35.00 - $40.00 per hour

Expected hours: 24.0 per week

Benefits:
• 401(k)
• Dental insurance
• Health insurance
• Paid time off
• Vision insurance

Application Question(s):
• What is the average monthly ad spend you have managed, and on which platforms?
• Describe a campaign where you improved CPL or CPA significantly. What did you change and what were the results?
• What KPIs do you prioritize when optimizing campaigns for lead generation, and why?
• How do you approach building a paid media strategy for a new brand or campaign?
• How do you determine whether a campaign should be scaled, paused, or restructured?

Work Location: In person