Marketing Automation Manager

Company Description

Make a world of difference.

Want to make a difference in the world? Become a Keypather.

From guiding the student experience, to delivering programs that meet the needs of the future-of-work and help solve our global social and economic challenges, every one of our people (Keypathers!) create impact, every day.

Roles at Keypath Education are available as remote, hybrid, or in-office.

Job Description

Keypath is seeking a Marketing Automation Manager (MAM) to join our innovative, highly collaborative marketing team! This role provides a unique opportunity to leverage automation expertise and leadership skills to impact university partners and organizational success.

In this position, you will lead the automated marketing efforts within the organization.  This includes both strategic and executionary work related to the planning, development, implementation, and analysis of automated marketing communications.  The primary objective of this role is to improve student journey outcomes by engaging students at optimal points along the journey through the most effective channels, and aligning content and messaging in context with the student goals and interactions. A successful candidate for this role will be well-versed in Salesforce Marketing Cloud, automated technology best practices (email and text), and be a data-driven decision maker.

While this role lives in the Marketing function and reports into the Director of Customer Experience, a high degree of cross-functional work is expected, so excellent communication and prioritization skills are a must.  The role will work closely with key stakeholders in Marketing as well as, IT, Admissions, Student Success, and Customer Experience to identify and deliver opportunities for improved performance and efficiency.

In addition, you’ll directly manage a Senior Marketing Automation Specialist to help accomplish your goals.  Experience with coaching, mentoring and/or managing and developing others will be important to the success of someone in this role.

Responsibilities include but are not limited to:

• Develop a comprehensive marketing automation strategy and roadmap, aligned with business goals and objectives, for Keypath’s university portfolios to improve student lifetime value and increase conversion rates.
• Lead the development and the optimization of scalable automated campaigns that drive improved performance and efficiency throughout each stage of the student journey, including A/B testing customer segments, content, design, and contact strategy.
• Manage a Sr. Marketing Automation Specialist, providing guidance, mentorship, and coaching to support their professional development and performance.
• Provide regular performance feedback and conduct performance reviews for team members, ensuring that individual goals are aligned with team and company objectives.
• Partner with cross-functional teams, including marketing, sales, IT, and analytics, to ensure alignment on marketing automation strategy and goals.
• Develop and maintain project timelines and ensure that projects are delivered on time, on budget, and with high quality.
• Be a center of excellence and subject matter expert on Salesforce Marketing Cloud, email design, build, compliance and strategic best practices and tactics.
• Develop a measurement framework to prioritize projects, spot trends and guide campaign effectiveness for all email, SMS and automation activity and report regularly on performance.
• Address technical difficulties and implement processes to minimize errors and mitigate risk.
• Ensure data collection and marketing communications adhere to spam & privacy laws and implement controls to ensure the accurate execution and delivery of campaigns.
• Develop a deep understanding of the business goals and objectives and align reporting metrics to track progress towards these goals.
• Lead the development of dashboards and the use of data visualization tools to create compelling reports that communicate complex data in a clear and actionable manner to executive leadership and other key stakeholders.

Qualifications

Education: Bachelor’s Degree in Business, Marketing, Communications, Advertising, Project Management or related field of study

Experience & Attributes:                                                                                         

• 6+ years as a marketer, with specific experience in a Marketing Automation role
• Demonstrated success in (and passion for) building and managing a high-performers, including coaching, mentoring and employee development
• Proven hands-on experience building, implementing, and maintaining automated workflows
• Experien