Enrollment Marketing Lead

Marlborough Mall Campus, 1600 - 3800 Memorial Drive NE, Calgary, Alberta, Canada

Job Description Posted Monday, February 23, 2026 at 7:00 a.m.

Work in a purpose driven career with MaKami College, public post-secondary college that has been helping students for over 20 years with locations in Edmonton and Calgary, Alberta.

MaKami College offers students in-person, online, and blended programs in Massage Therapy, Health Care Aide, Business Administrative Assistant, Medical Office Assistant, and more. Rapidly growing, we are working to expand our campuses into cities across Canada, and continuously working to add programs to our course catalogue. We work with our team to grow and develop in areas they are passionate about, focusing on our MaKami Pillars - Leadership, Professionalism, Helpfulness, and Inspiration. MaKami team members are provided with many opportunities for professional career growth in a fulfilling and dynamic work environment.

Position Overview Makami College seeks a strategic and data-driven Enrollment Marketing Specialist to serve as the product marketing lead for our academic programs. This role is responsible for deeply understanding each program’s value proposition, competitive positioning, and target audience to develop go-to-market strategies that drive enrollment growth. The ideal candidate will act as the bridge between academic program teams and marketing, translating program strengths, career outcomes, and student success into compelling narratives that attract, engage, and convert prospective students throughout their enrollment journey.

Key Responsibilities

Own the go-to-market strategy for each academic program, developing positioning, messaging, and enrollment marketing campaigns across all stages of the student recruitment funnel (awareness, consideration, application, enrollment)

Develop and maintain program-level buyer personas and segmented marketing strategies for different audience types including career changers, recent graduates, adult learners, and working professionals

Collaborate with Admissions team to align program marketing efforts with enrollment goals, intake dates, and key recruitment periods

Design and implement multi-channel program launch and sustain campaigns utilizing digital advertising, email marketing, social media, direct mail, and events

Implement lead scoring models by program to identify high-intent prospects and prioritize outreach efforts based on program fit

Equip enrollment counselors with program-specific sales enablement materials, talking points, and competitive differentiators to support prospect conversations

Serve as the primary marketing liaison to Program Instructors and Academic Leadership, conducting regular discovery sessions to understand program strengths, differentiators, curriculum updates, and student outcomes

Conduct competitive analysis and market research to inform program positioning, identify white-space opportunities, and refine messaging and creative

Ensure all program marketing content accurately reflects program delivery, career pathways, learning outcomes, and student experience

Develop and manage the go-to-market calendar, aligning campaign timing with new program launches, program updates, and enrollment cycles

Create feedback loops between Instructors, Admissions, and Marketing to continuously improve program messaging, lead quality, and enrollment conversion

Proactively identify opportunities to showcase program value through faculty expertise, student success stories, graduate outcomes, and employer testimonials across digital channels

Create compelling program-specific ad copy, landing pages, and creative assets that communicate unique value propositions and resonate with target audiences

Program Performance Analytics, Reporting & Optimization

Track and analyze program-level marketing performance metrics including inquiries, applications, enrollments, cost per lead, conversion rates, and program-specific ROI

Create program-level dashboards and regular reports to communicate campaign performance, competitive positioning, and enrollment pipeline health to stakeholders

Use data insights and market intelligence to recommend strategic adjustments to program positioning, messaging, and channel mix to improve enrollment outcomes

Collaborate with academic departments to develop and maintain program-specific marketing collateral including program pages, brochures, comparison guides, and FAQ documents

Maintain a centralized repository of approved program messaging, value propositions, and competitive positioning to ensure consistency across all marketing touchpoints

Qualifications Required

Bachelor’s degree in marketing, Business, Communications, or related field

3-5 years of experience in product marketing, enrollment marketing, higher education marketing, or demand generation marketing

Demonstrated success in developing product positioning, go-to-market strategies, and marketing campaigns that drive measurable enrollment or sales results

Strong proficiency with CRM systems and marketing automation platforms

Experience managing paid digital advertising campaigns with proven ROI

Excellent analytical skills and experience with data analysis and reporting tools (Google Analytics, Tableau, Excel)

Understanding of the student enrollment funnel, buyer journey mapping, and lead nurture strategies

Outstanding written and verbal communication skills

Strong project management abilities with capacity to manage multiple campaigns simultaneously

Proficiency in email marketing platforms (Mailchimp, Constant Contact, HubSpot, or similar)

Preferred

Experience working in higher education enrollment, admissions, or product marketing in an education company

Familiarity with product marketing frameworks, competitive analysis methodologies, and enrollment management best practices

Strategic thinking with ability to translate program value propositions into compelling marketing tactics and go-to-market plans

Data-driven decision making and strong analytical mindset

Results-oriented with focus on ROI and conversion optimization

Excellent attention to detail and organizational skills

Collaborative team player with ability to work cross-functionally

Adaptability and agility in fast-paced enrollment cycles

Creative problem-solver with innovative approach to challenges

Strong market orientation with deep curiosity about prospective student needs, competitive landscape, and the overall student experience

Passion for education and commitment to authentically representing programs and driving student success

Performance Metrics

Achievement of program-level enrollment targets and inquiry-to-application conversion rates

Cost per lead and cost per enrollment by program

Program-level campaign ROI and marketing efficiency ratios

Lead quality and marketing-qualified lead generation volume

Engagement rates across program-specific email campaigns, digital advertising, and landing pages

Application completion rates

Qualified candidates should reply to this ad with their cover letter and resume. This position will remain open until a suitable candidate is found. We thank all applicants for their interest, but only those who meet our criteria will be contacted to continue in our process.

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