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Marketing Automation Manager

Golden Gate University

Marketing Automation Manager

San Francisco, CA
Full Time
Paid
  • Responsibilities

    Job Description

    TO APPLY: PLEASE GO TO HTTP://WWW.GGU.EDU/JOBS AND SUBMIT AN APPLICATION, LETTER OF INTEREST, AND A RESUME.

    SUMMARY

    In an integrated, fast-paced, and highly collaborative environment, the Marketing Automation Manager is responsible for developing, managing, and executing automated, data-driven, and segmented marketing communications. The candidate must possess a combination of creative, analytic and data modeling skills in order to understand customer life cycle behaviors, expectations, and interactions. This position requires both strategic thinking as well as hands-on execution, including journey and email building, writing, and other content development.

    Golden Gate University’s sole purpose is to educate adults. Our employees are student-centered in everything that they do. The marketing and communications team isn’t just about generating leads and increasing enrollment; we are determined to help students find the right educational ‘fit’ so they can advance and enhance their careers. It’s meaningful and fulfilling work that changes people’s lives.

    DUTIES & RESPONSIBILITIES

    STRATEGY & ADMINISTRATION

    • Lead the collaborative creation of comprehensive marketing automation strategies to drive lead generation and guide prospects to application and enrollment.
    • Develop a digital content calendar, working collaboratively within the Marketing & Strategic Communications department.
    • Serve as System Administrator for Salesforce Marketing Cloud.
    • Develop best practices and training, and work side by side with stakeholders to realize the full potential of marketing automation.
    • Track, analyze, and report on marketing automation and other marketing activities.
    • Audit, catalog, and analyze existing marketing automation campaigns.
    • Assist with identifying and purchasing/leasing third-party lists to generate leads.
    • Assist in developing and implementing a lead scoring and grading model.
    • Assist in developing and managing marketing content and asset libraries.
    • Assist in developing content that adheres to the GGU style and visual identity guides.
    • Maintain high professional and ethical standards for handling confidential information.

    MARKETING AUTOMATION

    • Utilize Salesforce Marketing Cloud platform to develop automated and personalized experiences for prospective students, current students, alumni, and other audiences across multiple channels (email, GGU websites, third party websites, social media channels, mobile, etc.) that provide relevant and timely information to inform their unique college search, student experience, and alumni engagement journeys.
    • Develop and deploy behavior- and event-triggered email communications that utilize dynamic content tied to Recruit CRM.
    • Collaborate with marketing team and internal clients to determine and develop campaign assets that will generate the strongest results.
    • Work with graphic designer to design and produce templates and other content.
    • Analyze and report on performance metrics, including open rates, click-through rates, conversion rates, ROI, and others.
    • Perform A/B testing of templates, subject lines, content, and other email and landing page components to identify areas for improvement and optimize results.
    • Manage and maintain email suppression lists.
    • Assist with other marketing/enrollment planning as needed.
    • Perform other duties as assigned.

    REQUIRED QUALIFICATIONS

    • Bachelor's degree in marketing, communications, or related field from an accredited university.
    • Five years of experience in Enrollment Marketing or ABM fundamentals.
    • Three years of professional experience with marketing automation platforms (e.g., Salesforce Marketing Cloud, Marketo, IBMMC, etc.), CMS, and CRM systems.
    • Experience designing complex decision-tree-based marketing automation (campaigns/workflows).
    • Familiarity with HTML, CSS, other front-end web-related languages, email deliverability, and CAN-SPAM/CASL compliance.
    • Strong command of SQL query
    • A strong understanding of current industry standards and techniques for digital content creation and management; knowledge of best practices for UX, social media, SEO and online lead development strategies.
    • Conceptual understanding of data warehousing basics/principles and how to leverage data in driving decisions and action.
    • Experience and/or understanding of best practices of marketing automation, email marketing, and CRM.
    • Demonstrated ability to plan, oversee, and measure the execution of successful campaigns across multiple channels.
    • Excellent project management skills; must be able to work collaboratively to complete projects on deadline and within budget.
    • Ability to develop and implement complex, multi-level project calendars and production schedules.
    • Solid writing skills and experience creating marketing content, with expert attention to detail, often within tight deadlines.
    • Adaptability to learn new technologies with a keen ability for integrating disparate systems.
    • Familiarity with tracking metrics through Google Analytics, mass email analytics, and other web, email, and social media monitoring tools.
    • Strong interpersonal and communication skills as well as highly collaborative nature; ability to facilitate work between a wide range of individuals and groups from diverse campus departments.
    • Commitment to promoting an inclusive community where differing points of view and experience are valued as mutual opportunities for learning.

    PORTFOLIO REQUIRED.

    PREFERRED QUALIFICATIONS

    • Experience working in higher education to support enrollment.
    • Experience with graphic design and Adobe design software.
    • Experience creating and implementing lead scoring/grading models.
    • Experience with Salesforce Marketing Cloud, IBM Marketing Cloud, and Ellucian Recruit CRM.
    • Experience integrating marketing automation and CRM systems.

    ADDITIONAL POSITION INFORMATION

    MAJOR ACTIVITIES TO BE ACCOMPLISHED BY THIS PERSON:

    In the first year, the major objectives will be to:

    • Implement Salesforce Marketing Cloud instance and assist with managing integration with and/or in-house data warehouse.
    • Develop processes, policies, and training for marketing automation.
    • Develop and implement comprehensive email marketing plans for all enrollment segments, including but not limited to: undergraduate, graduate, law, and international.
    • Improve the user experience across multiple channels based on demographic and behavioral data.
    • Create and maintain effective dashboards and reporting tools.

    Most frequent activities in this job:

    • Project planning and management
    • Email and landing page creation
    • Writing and reviewing promotional copy
    • Analysis, reporting, and optimization of email campaigns and content

    BEHAVIOR TRAITS, ATTITUDES, AND SKILLS REQUIRED FOR THE POSITION

    The characteristics of a successful Marketing Automation Manager:

    • Team player and collaborative leader. Knows how to manage up, down and around.
    • Able to work independently with minimal supervision in a fast-paced environment.
    • Self-motivated with the ability and desire to assume ownership of responsibilities.
    • Ability to coordinate multiple projects and successfully prioritize multiple tasks with good judgment, initiative, follow-through, and attention to detail.
    • Highly organized, detail-oriented work style.
    • Ability to recognize opportunities for process improvement and willingness to take on new challenges.
    • Strong writing and proofreading skills. Must be committed to accuracy and attentive to detail.
    • Proactive, positive, and professional.
    • Strategic and creative problem solver.
    • Excellent oral and written communication skills.

     

    SUPERVISORY RESPONSIBILITIES

    None.

     

    EVALUATION CRITERIA

    Indicators of success will be quality and quantity of content produced, marketing automation metrics (including lead generation, conversions and ROI), establishing and meeting project milestones, effectively communicating with project stakeholders, and completing projects on time and within budget.

     

    This position will work with the Director of Marketing and VP of Strategic Communications to establish additional goals and objectives.

     

    CHALLENGES OF THE POSITION

    • Working on a relatively new team during a time of major department and organization transformation.
    • Juggling multiple projects.
    • Navigating a large, complex organization.
    • Competing priorities.

     

    LEADERSHIP STYLE OF DIRECT SUPERVISOR

    This position is expected to work independently and collaboratively. This position is expected to work strategically, with very little direction, and will need to communicate effectively with Director about the status and outcomes of their efforts.

    This position will report to the newly created Director of Web & Digital, who has not yet been hired. In the interim, this position will report to the Executive Director of Marketing.

    The Marketing & Strategic Communications unit is in the process of redefining itself as a more strategic and market-centered unit.

    BENEFITS

    Golden Gate University has a comprehensive benefits program for all eligible, full-time employees, which currently includes:

    • Major health insurance
    • Dental insurance
    • Life insurance
    • Long-term disability
    • Vision care
    • Commuter reimbursement
    • Tuition remission or tuition exchange for the employee, employee's spouse/domestic partner, and dependent

    TO APPLY: PLEASE GO TO HTTP://WWW.GGU.EDU/JOBS AND SUBMIT AN APPLICATION, LETTER OF INTEREST, AND A RESUME.

    In applying for a position, candidates sign a consent authorizing a broader inquiry which may include reference checks, a motor vehicle check, and a third party background check.

    Golden Gate University is an equal employment opportunity employer. We support inclusive excellence and are committed to creating a safe and welcoming community for all.

    University policy prohibits discrimination based on race, color, religion, national origin, ancestry, age, gender, sexual orientation, marital status, medical condition, physical or mental disability, gender stereotyping, and gender identity, taking a protected leave (e.g. family medical or pregnancy leave), or on any other basis protected by applicable laws.

    The University has a strong commitment to the principles of diversity and inclusion, and to maintaining working and learning environments that reinforces these practices. The University welcomes and encourages applications from all especially women, minorities, people of color, veterans, persons with disabilities, and members of the LGBTQI community.

     

  • Industry
    Education