CRM Marketing Manager

Position Title: CRM Marketing Manager

Position Status: Exempt

Work Hours:  Mon–Fri, 8am-5pm. Hours may vary for project needs. Saturdays and secondary holidays may be a scheduled workday. Monthly travel is required if remote.

Reports To: Director of Marketing

Location: Orchard Park, NY (Preferred), any B&SC Campus, or Remote

 

Position Description

Summary:

We are seeking a highly skilled and strategic CRM Marketing Manager with expertise in Microsoft Dynamics CRM or similar enterprise-level CRM/Marketing Automation platforms. The ideal candidate will possess a deep understanding of developing and executing CRM strategies specifically tailored for the higher education sector. By leveraging MS Dynamics CRM and data-driven insights, you will design and implement effective communication campaigns that engage prospective and current students. Your role will focus on creating and optimizing customer journeys and nurturing campaigns to seamlessly guide prospects through the enrollment funnel. Through personalized email interactions, you will improve contact rates, drive recruitment efforts, improve retention rates, and ultimately contribute to the overall success and growth of the college.

 

Primary Responsibilities:

1. Develop and implement effective email communication strategies to attract, engage, and guide prospective students through the enrollment process. Implement segmentation strategies to effectively personalize content/offers at scale for various audience segments, such as high school students, working adults, military personnel, transfer students, and international prospects.
2. Utilize Microsoft Dynamics CRM to design and automate personalized communication workflows, ensuring timely and relevant interactions with prospects and applicants.
3. Partner with Systems Marketing Director and collaborate with cross-functional teams including admissions, marketing, student services, local campus leaders, and alumni relations to ensure consistent and effective messaging throughout the student lifecycle.
4. Analyze CRM data, track key performance indicators (KPIs), and partner with the Institutional Research & Analytics team to generate actionable insights to optimize communication strategies and drive student recruitment and retention efforts. Conduct A/B testing and campaign performance evaluations to optimize communication tactics and improve overall campaign effectiveness.
5. Collaborate with the MarCom Manager and agency partners to develop visually appealing and effective communication templates, ensuring consistent branding and messaging across all touchpoints.

Additional Duties and Responsibilities:

1. Monitor and manage email deliverability, ensuring compliance with CAN-SPAM regulations and best practices.
2. Collaborate with IT and other internal stakeholders to maintain data integrity.
3. Partner with agency partners and internal resources to conduct market research and gather customer insights to refine the content strategy for the target audience segments, ensuring messaging and content resonate with their specific needs and preferences.
4. Collaborate with Systems Marketing Director to develop and implement automated marketing workflows, including lead nurturing campaigns, customer onboarding journeys, and re-engagement strategies.
5. Manage local market ad-hoc email requests.
6. Monitor and evaluate the success of CRM initiatives, providing regular reports and recommendations to management on campaign performance, customer engagement, and opportunities for improvement.
7. Stay up to date with industry trends, CRM advancements, and higher education marketing strategies, integrating new ideas and technologies to continually enhance the communication and enrollment processes.

 

Other duties, responsibilities and activities may change or be assigned at any time with or without notice.

 

Qualifications:

• Education:  Bachelor's degree in communications, marketing, or a related field.
• Proven experience working with Microsoft Dynamics CRM or similar enterprise-level CRM/Marketing Automation platforms.
• Hands on experience developing and executing CRM communication strategies and setting up automations with the platform.

• Strong understanding of marketing automation, including lead nurturing, customer journeys, segmentation, and automation.
• Demonstrated success in developing and implementing effective communication strategies in a higher education environment, resulting in increased enrollment and improved conversion rates.