"Manager, Marketing Automation, Content Strategy"

Job Description

The Marketing Automation Manager, Content Strategy guides the direction and purpose of marketing automated communication for WGU. As a leader within the Lifecycle Communications team, this role works as a strategic partner to stakeholders within the marketing team, representing the entire university.

This role seeks to understand the content and messaging needs of individual groups and define, research, and develop communication strategies for those needs. This team leadership position requires a master collaborator and team player, with skills to bring people and projects together for optimal outcomes. The role leads the way in creating compelling communication journeys that excite and engage our students at all phases in the Student Lifecycle.

Essential Functions and Responsibilities:

• Design and Optimize outreach campaigns to shepherd students through meaningful communication journeys.
• Develop and maintain reporting and analytics for team KPI's and campaigns.
• Use analytics to further refine and optimize campaigns.
• Take ownership of campaign outcomes and their KPIs.
• Work with internal teams to A/B test and optimize customer experience and conversion rates.
• Develop and deploy dynamic (behavior- and event-triggered) communications via email and other channels that work together as a cohesive strategy.
• Collaborate with the marketing team and internal clients to determine and develop campaign assets that will generate the strongest results.
• Create and optimize marketing campaigns across multiple channels (email, browser notification, SMS, others).
• Experiment with new technologies and leverage personalization to create a journey that resonates with each customer.
• Manage an Email Marketing team; Responsible for providing guidance, coaching, and training to other employees in the department, function, or office
• Responsible for managing projects involving delegation of work and review of others' work products.
• Demonstrate the WGU leadership principles in all aspects of service to students, employees, and partners of WGU.
• Perform other related duties as assigned.

Knowledge, Skill and Abilities:

• Content Strategy: Demonstrate expertise in developing effective content strategies. Provide on-going refinement of strategies based on outcomes.
• Customer Journeys: Thorough understanding of customer journeys, funnels, and fly-wheel methodologies, lead scoring, and how those can be implemented through automation.
• Audience Understanding: Learn each of our student audiences and how to effectively communicate with them to increase their conversions and decrease the times to those conversions.
• Communications: Be an excellent written and verbal communicator, able to work with other teams and leaders as a representative of our whole team and department.
• Creative: Willing and able to collaborate with others to brainstorm and implement new better ways of communication.
• Analytical: Driven by understanding metrics, what they mean, and how to continually improve.
• Versatile: Able to take on multiple projects, in varying domains, while leading through regular change.
• Enthusiastic: Ambassador for improving our communications with our students and their experience.
• Flexibility: Able to adjust to changing projects and continue to drive results.
• Agility: Thrive in a fast-moving position that uses a light-weight process to create impact.
• Innovator: Willing to try new ways to solve problems, with a keen sense finding long and short team solutions.
• Ability to understand and identify underlying business needs and problems in order to help deliver lasting solutions in a short timeline.

Job Qualifications:

Minimum Qualifications:

• A bachelor's degree in related field.
• 3-5 years Content Strategy experience
• 3 years of leadership experience managing people and projects
• 2 years Marketing Automation experience (Marketo preferred)
• Understanding of marketing platforms (Content Management Systems, Forms, A/B Testing Solutions, Databases, Analytics etc.).
• Experience with Adobe Analytics a plus, but not required.

Physical Requirements:

• Prolonged periods sitting at a desk and working on a computer.
• Must be able to lift up to 15 pounds at times.

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