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Manager Marketing II

Company: Laureate Education
Location: Silver Spring
Posted on: December 4, 2019

Job Description:

GENERAL SUMMARY:We seek a dynamic and resourceful Senior Manager, Alumni Engagement to work in our Columbia location as a member of the Walden University Marketing Team, reporting to the Vice President, Consumer Engagement.

The Senior Manager, Alumni Engagement is responsible for leading the planning, development, and implementation of data-driven, technology-enabled evolution of membership engagement for Walden University Alumni. This role will define, build, and execute customer-centric strategies to deliver continuous enrollment and loyalty with Walden University Alumni. In this role, you will advocate for customer experience as you collaborate and influence cross-functional partners in the prioritization process and advance our enrollment recruitment strategies for Alumni. You will also define and drive forward overall strategy for data and tech stack evolution, educating internal and external stakeholders on the capabilities and ongoing benefits of the evolving marketing capabilities supported by technology, data and creative execution.
ESSENTIAL DUTIES AND RESPONSIBILITIES:Responsibilities include:

  • Customer Journey Strategy
  • Design, build, and own the omni-channel Alumni customer journey maps
  • Deploy end-to-end customer lifecycle recruitment, overseeing, and developing/activating various touchpoints within the customer journey
  • On-going optimization and orchestration of journey strategy based on data-driven analysis and insights.Develop automation of end to end journey mapping from content to commerce, optimizing paths to purchasePrecision Marketing
  • Implement advanced segmentation strategy that encompasses various customer profiles and triggers based on prior purchase or engagement history (product interest, brand affinity, gender, and industry segmentation)
  • Optimize ad strategies and delivery through A/B testing, audience analysis, and segmentation. Run end-to-end media campaigns: keyword research, campaign strategy, ad writing, bid management, and margin optimizationMeasurement and Analytics
  • Interpret business operations, strategies, and issues to design comprehensive CX measurement programs
  • Conduct analysis on CX data for trends, relationships, patterns, pain points and opportunities.
  • Create concise executive summaries and data packs to articulate the business cases, current states, and effectiveness of CX programs.
  • Lead dashboarding and reporting through data visualization and storytelling to enable operating teams to take actionEDUCATION and/or EXPERIENCE:
  • Minimum 10 years marketing experience.
  • Bachelor's degree required. Graduate degree preferred.
  • Extensive experience with the customer relationship management and marketing automation platforms, Salesforce and/or Marketo experience strongly preferred.
  • Extensive knowledge on the evolving state of the CRM Marketing Technology Stack and the know-how to leverage cutting edge technologies to improve CRM capabilities.
  • Experience with traditional and digital advertising, inclusive of technology platforms, available data sources and methods of executing data-driven campaigns.
  • Business Intelligence and Data Visualization skills desired; familiarity with key digital analytics tools such as Google Analytics, Adobe Analytics, or Tableau (or equivalent) preferred.
  • Proficiency utilizing MS Office Suite (Excel, PowerPoint, Outlook) required.
  • Strong leadership and relationship-building skills. A good listener, collaborator, and influencer.

Keywords: Laureate Education, Silver Spring , Manager Marketing II, Executive , Silver Spring, Maryland

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