In an integrated, fast-paced, and highly collaborative environment, the Marketing Automation Manager is responsible for developing, managing, and executing automated, data-driven, and segmented marketing communications. The candidate must possess a combination of creative, analytic and data modeling skills in order to understand customer life cycle behaviors, expectations, and interactions. This position requires both strategic thinking as well as hands-on execution, including journey and email building, writing, and other content development.
Golden Gate University’s sole purpose is to educate adults. Our employees are student-centered in everything that they do. The marketing and communications team isn’t just about generating leads and increasing enrollment; we are determined to help students find the right educational ‘fit’ so they can advance and enhance their careers. It’s meaningful and fulfilling work that changes people’s lives.
Duties & Responsibilities
Strategy & administration
Lead the collaborative creation of comprehensive marketing automation strategies to drive lead generation and guide prospects to application and enrollment.
Develop a digital content calendar, working collaboratively within the Marketing & Strategic Communications department.
Serve as System Administrator for Salesforce Marketing Cloud.
Develop best practices and training, and work side by side with stakeholders to realize the full potential of marketing automation.
Track, analyze, and report on marketing automation and other marketing activities.
Audit, catalog, and analyze existing marketing automation campaigns.
Assist with identifying and purchasing/leasing third-party lists to generate leads.
Assist in developing and implementing a lead scoring and grading model.
Assist in developing and managing marketing content and asset libraries.
Assist in developing content that adheres to the GGU style and visual identity guides.
Maintain high professional and ethical standards for handling confidential information.
Marketing automation
Utilize Salesforce Marketing Cloud platform to develop automated and personalized experiences for prospective students, current students, alumni, and other audiences across multiple channels (email, GGU websites, third party websites, social media channels, mobile, etc.) that provide relevant and timely information to inform their unique college search, student experience, and alumni engagement journeys.
Develop and deploy behavior- and event-triggered email communications that utilize dynamic content tied to Recruit CRM.
Collaborate with marketing team and internal clients to determine and develop campaign assets that will generate the strongest results.
Work with graphic designer to design and produce templates and other content.
Analyze and report on performance metrics, including open rates, click-through rates, conversion rates, ROI, and others.
Perform A/B testing of templates, subject lines, content, and other email and landing page components to identify areas for improvement and optimize results.
Manage and maintain email suppression lists.
Assist with other marketing/enrollment planning as needed.
Perform other duties as assigned.
Required Qualifications
Bachelor's degree in marketing, communications, or related field from an accredited university.
Five years of experience in marketing.
Three years of professional experience with marketing automation platforms (e.g., Salesforce Marketing Cloud, Marketo, IBMMC, etc.), CMS, and CRM systems.
Familiarity with HTML, CSS, other front-end web-related languages, email deliverability, and CAN-SPAM/CASL compliance.
A strong understanding of current industry standards and techniques for digital content creation and management; knowledge of best practices for UX, social media, SEO and online lead development strategies.
Conceptual understanding of data warehousing basics/principles and how to leverage data in driving decisions and action.
Experience and/or understanding of best practices of marketing automation, email marketing, and CRM.
Demonstrated ability to plan, oversee, and measure the execution of successful campaigns across multiple channels.
Excellent project management skills; must be able to work collaboratively to complete projects on deadline and within budget.
Ability to develop and implement complex, multi-level project calendars and production schedules.
Solid writing skills and experience creating marketing content, with expert attention to detail, often within tight deadlines.
Adaptability to learn new technologies with a keen ability for integrating disparate systems.
Familiarity with tracking metrics through Google Analytics, mass email analytics, and other web, email, and social media monitoring tools.
Strong interpersonal and communication skills as well as highly collaborative nature; ability to facilitate work between a wide range of individuals and groups from diverse campus departments.
Commitment to promoting an inclusive community where differing points of view and experience are valued as mutual opportunities for learning.
Portfolio required.
Preferred qualifications
Experience working in higher education to support enrollment.
Experience with graphic design and Adobe design software.
Experience creating and implementing lead scoring/grading models.
Experience with Salesforce Marketing Cloud, IBM Marketing Cloud, and Ellucian Recruit CRM.
Experience integrating marketing automation and CRM systems.
Supplemental Information
To apply: Please go to http://www.ggu.edu/jobs and submit an application, letter of interest, and a resume.
In applying for a position, candidates sign a consent authorizing a broader inquiry which may include reference checks, a motor vehicle check, and a third party background check.
Golden Gate University is an equal employment opportunity employer. We support inclusive excellence and are committed to creating a safe and welcoming community for all.
University policy prohibits discrimination based on race, color, religion, national origin, ancestry, age, gender, sexual orientation, marital status, medical condition, physical or mental disability, gender stereotyping, and gender identity, taking a protected leave (e.g. family medical or pregnancy leave), or on any other basis protected by applicable laws.
The University has a strong commitment to the principles of diversity and inclusion, and to maintaining working and learning environments that reinforces these practices. The University welcomes and encourages applications from all especially women, minorities, people of color, veterans, persons with disabilities, and members of the LGBTQI community.
Golden Gate University annually collects information about campus crimes and other reportable incidents in accordance with the Federal Jeanne Clery Disclosure of Campus Security Policy and Campus Crime Statistics Act. To view the Golden Gate University Report, please go to http://www.ggu.edu/media/employee/documents/facilities/street-smarts-annual-security-report.pdf.
Internal Number: 8706
About Golden Gate University
EDUCATING PROFESSIONALS SINCE 1901. For more than 110 years, non-profit Golden Gate University (GGU) has been helping adults achieve their professional goals by providing undergraduate and graduate education in Accounting, Law, Taxation, Business and related areas. GGU is California's fourth oldest private university, enrolling 5,000 students and representing more than 68,000 alumni. The university's main campus is located in San Francisco with additional teaching sites in Seattle, Silicon Valley and Los Angeles. In addition to evening and weekend classes, most courses and degrees are offered entirely online.
