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