Marketing Personalization Manager, Salt Lake City, UT

If you’re passionate about building a better future for individuals, communities, and our country—and you’re committed to working hard to play your part in building that future—consider WGU as the next step in your career.

Driven by a mission to expand access to higher education through online, competency-based degree programs, WGU is also committed to being a great place to work for a diverse workforce of student-focused professionals. The university has pioneered a new way to learn in the 21st century, one that has received praise from academic, industry, government, and media leaders. Whatever your role, working for WGU gives you a part to play in helping students graduate, creating a better tomorrow for themselves and their families.

The salary range for this position takes into account the wide range of factors that are considered in making compensation decisions including but not limited to skill sets; experience and training; licensure and certifications; and other business and organizational needs.

At WGU, it is not typical for an individual to be hired at or near the top of the range for their position, and compensation decisions are dependent on the facts and circumstances of each case. A reasonable estimate of the current range is:
 

Grade: Professional 308

Pay Range: $73,000.00 - $109,400.00

Job Description

The Personalization Manager leads audience level personalization across the WGU marketing experience to increase positive user behavior, up to application. They develop/enhance and execute a website personalization strategy aligned with WGU's objectives, creating a one-by-one experience. Collaborating with internal teams, the manager leverages qualitative and quantitative data to find the right avenues to enrich the prospective student’s experience. This role is critical to connecting data and optimization, content and experience to specific marketing audiences, while helping to define and revise those audiences.

 

Primary Responsibilities 

• Develop and execute a comprehensive personalization strategy that optimizes individual marketing touchpoints as connected parts of a broader student journey, aligning personalization efforts on the website to both conversion goals and the overall student journey. in alignment with WGU's business objectives, creating personalized strategies that cater to different audiences, working with internal teams to develop personalized content and messaging.

• Collaborate with internal Marketing and other Student Life Cycle teams such as email, lead generation, enrollment, scholarships, etc. to optimize each conversion path, identify opportunities for personalization, and increase marketing funnel efficiencies.

• Work closely with the Audience Segmentation Manager to design requirements for ML/AI-driven segmentation in the CDP and effective triggers in personalization tools that target nuanced audiences.

• Evaluate and select appropriate personalization tools and technologies to meet the company's needs.

• Review user behavior analytics (e.g. web analytics, customer journey analytics, heatmaps and screen recording sessions) to discover personalization opportunities and evaluate performance of personalization campaigns.

• Design personalized experiences in conjunction with UX Design and Web Operations.

• Use data-driven insights to make informed decisions and improvements and communicate optimization performance and user behavior insights across Student Lifecycle Services.

• Analyze user data, including behavior, preferences, psychographics, social context, and other demographics, to inform personalization efforts.

• Work in conjunction with Marketing Research, Conversion Rate Optimization, and UX Design teams to identify and support research opportunities that support a continually developing understanding of the prospective student journey and audiences that drive a one-by-one approach to experience design.

• Demonstrate commitment to WGU core values.

• Assist with the conversion optimization of digital assets and campaigns across touchpoints and channels.

This job description includes a general representation of job requirements rather than a comprehensive inventory of all required responsibilities or work activities.  The contents of this document or related job requirements may change at any time with or without notice.

Qualifications 

 

Knowledge, Skills, and Abilities 

• Data-Driven Decision Making: Demonstrated experience in using da