About the position
The Marketing Manager, SPA & WSP position is responsible for driving lead generation and building brand awareness for the School of Public Affairs across multiple channels using inbound marketing campaigns (i.e., drip campaigns) and marketing automation, with particular focus on its Washington Semester Program (WSP). This role is key to the delivery of prospective student journey communications designed to maximize engagement, applications, and enrollment. This position will work within SPA's Communications Team, and will develop, execute, and measure campaigns in collaboration with subject matter experts (program directors and admissions teams). The role will be responsible for workflow configuration, audience segmentation, email marketing, data management, and reporting, using AU's CRM systems, Recruit and Salesforce. In addition, this role will perform website updates focused on the Washington Semester Program. This position works collaboratively across teams to understand the goals and requirements of marketing initiatives and campaigns. The person in this position will also work within SPA's Communications Team to develop creative initiatives and assist with organic and paid social media strategies designed to engage current WSP students and drive enrollment in the program.
Responsibilities
- Lead and own the execution of email campaigns and communication journeys.
- Format and upload Request for Information (RFIs) generated from paid search and paid social media into Recruit and/or Salesforce.
- Build, configure, and test campaigns and monitor and optimize delivery, efficiency, and performance based upon goals.
- Collaborate with stakeholders on content & design 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.
- Establish and monitor Key Performance Indicators (KPIs) and provide performance analysis.
- Regularly conduct tests to improve KPIs.
- Identify tactics for improving the communication journey to prospects.
- Perform competitive analysis and offer suggestions of innovative marketing strategies.
- Learn, research, and recommend marketing automation and email best practices.
- Create landing pages and update web content for the Washington Semester Program.
- Manage web updates and maintenance requests.
- Produce new web pages to meet WSP's marketing goals.
- Collaborate with SPA's Web Content Manager on accessibility compliance.
- Improve user experience across devices and browsers by analyzing web traffic data.
- Collaborate with relevant stakeholders to develop and implement organic and paid social media campaigns for WSP.
Requirements
- Bachelor's degree in Marketing or Communications or equivalent in education and experience.
- 3-5 years of relevant experience.
- Excellent verbal and written communications skills and proficient in Microsoft Office, social media, email marketing platforms, and digital marketing.
- Strong organizational, interpersonal, communication, and presentation skills.
- Ability to work independently and as a member of a team.
- Ability to serve as a 'trusted advisor' to faculty and staff in departments and institutes across SPA.
Nice-to-haves
- Experience in Salesforce Marketing Cloud.
- Experience consulting with clients.
- Understanding of AMPscript, SQL, HTML/CSS, and JavaScript.
- Experience integrating Salesforce Marketing Cloud with other systems.
- Ability to analyze campaign performance.
- Master's degree in marketing or other relevant field.
Benefits
- 200% matching retirement plan.
- Tuition benefits for full-time staff and their families.
- Several leadership development certificates.
- Recognized by the American Heart Association as a fit-friendly worksite.
