Marketing Automation Specialist

American University is a student-centered research institution located in Washington, DC, with highly-ranked schools and colleges, internationally-renowned faculty, and a reputation for creating meaningful change in the world. Learn more about American University

Department:

Kogod School of Business

Time Type:

Full time

Work Modality:

Hybrid 03 (On Campus 1 day/Week)

Union:

SEIU Local 500 - Provost & Enrollment Division

This position is part of a collective bargaining unit represented by SEIU Local 500 - Provost & Enrollment Division. That means the terms and conditions of your employment are governed by university policy (including the Staff Personnel Policies Manual) and any collective bargaining agreement entered into between American University and SEIU Local 500 - Provost & Enrollment Division.

Job Description:

About the Department/Unit:
Join an award-winning creative team that uses engaging storytelling to promote American University's business school. Our values are simple: use business as a force for meaningful change. And our job is even simpler: ensure everyone knows how deeply we care about the world, its people, and their prosperity. You'll work in an internal agency, where our customers are fellow departments, faculty members, and school leadership. You'll also collaborate with other creatives, including a social media manager, designers, writers, digital marketers, and event managers.

Summary:

This role is responsible for driving lead generation and building brand awareness across multiple channels through the use of inbound marketing campaigns and marketing automation. The role is key to the delivery of prospective students and student journey communications designed to maximize engagement, applications, and student enrollment.

The person in this position will strategize, develop, execute, and measure campaigns in collaboration with the rest of the marketing and admissions teams. The role will be responsible for workflow configuration, audience segmentation, email marketing, website updates and maintenance, and data management and reporting using Hubspot.

This position works collaboratively across teams to understand the goals and requirements of marketing initiatives and campaigns. Utilizing Hubspot’s marketing automation, CRM, and website tools to execute and deliver communication journeys. The person in this role will lead the efforts of activating data-driven constituent journeys.  This is a union-eligible position.   

This position reports to the Director of Digital Marketing in the Kogod School of Business Marketing team and will work closely with the Admissions team and other divisions within the school.

Essential Functions:

Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

• Marketing Automation & Email Campaign: Develop personalized experience in Hubspot to automate and automize constituent journeys. Lead and own the execution of school-wide email campaigns and communication journeys. Create audience segmentations. Build, configure, and test campaigns and then monitor and optimize delivery, efficiency, and performance based upon goals. Collaborate with content & design team to execute marketing automation campaigns. Conduct A/B and multivariant testing where necessary. Implement new platform features and integrations to successfully deliver and improve marketing automation and reporting capabilities.

• Data Analysis & Research: Establish and monitor KPIs and provide performance analysis. Regularly conduct tests to improve KPIs.  Identify tactics for improving the communication journey of prospects, students, alumni, faculty, and staff. Perform competitive analysis and offer suggestions of new marketing strategies. Learn, research, and recommend marketing automation and email best practices. Contribute to developing Hubspot dashboards for reporting purposes.

• Web Content Updates: