The Senior Digital Marketing Manager – CRM will work closely with the VP of Digital Marketing to lead the strategy and execution of multi-channel marketing campaigns throughout the customer relationship; delivering incremental improvement in conversion rates at every step of the student enrollment and education experience. This individual will support the business by managing targeted marketing campaigns to existing prospects and enrolled students through the use of email, texting and other integrated channels (Facebook, Google). As a member of the digital marketing team this position is responsible for managing and growing enrollments, starts and retention through graduation for all brands. The ideal candidate will have EXTENSIVE experience in Database Marketing, CRM Marketing or Lead Generation.
This role requires the ability to manage multiple, ongoing campaigns simultaneously. The position requires hands-on campaign management, database management and response management skills. The candidate should be highly organized, passionate about database marketing and have a combination of solid analytical skill, solid business acumen, interpersonal and communication skills. The Sr. Manager plays an integral role across the organization and builds relationships with internal teams; including Brand, Content, Compliance and Information Technology teams.
Manage post-acquisition marketing initiatives; increase lifetime applications, enrollments and revenue by nurturing prospects after they have expressed interest in one of the brands.
Lead multi-channel campaign development with appropriate cadence and messaging based on segmentation; oversee nurturing and contact strategy with key agency partners, working with internal content creators for targeted campaigns based on communication preferences and behavioral triggers.
Define KPIs across the funnel; utilize appropriate metrics to measure success and provide feedback to key stakeholders. Make recommendations to improve existing campaigns and explore new strategies to create new campaigns.
Partner with analytics team to understand overall acquisition, retention and lifetime value across all segments; develop clear strategies aligned to insights and opportunities.
Plan and manage campaigns on social and display platforms (Facebook, Instagram, DBM, YouTube, LinkedIn, etc.) working within the native tools on each platform to execute and optimize campaigns.
Create and refine audience segments for campaigns based on the evaluation of key metrics including: open and click through rates, conversion and retention; identify new campaigns and media placements for testing and targeting.
Continuously test content, creative and landing pages across multiple formats and platforms to maximize/influence outcomes and conversion.
Harness internal data as well as 1st and 3rd party targeting options available on various platforms to identify and hone in on key segments.
Stay abreast of the digital marketing landscape; research and communicate important best practices, industry trends and platform updates.
Collaborate with both the content team and agency partners to identify creative needs across brands.