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The Programs & Partnerships Marketing Manager is responsible for the strategy and execution of institutional marketing programs. In this role, you will devise strategy, planning, and execution of marketing and business development campaigns to advisors, counselors, student organizations and other high school and college gatekeepers, with special and particular emphasis on optimization of our Pardot email marketing tool. As the lead for our email marketing program, you will work to continuously optimize it and generate top-line growth. You will also assist in the creation and execution of our B2B/Corporate Business Development marketing strategy. This would include focusing on conversion rate optimization on kaptest and external e-commerce platforms, as well as developing a freemium strategy to improve the AOV and LTV of potential and current customers.
As the Programs & Partnerships Marketing Manager, you will:
Manage the strategy, planning, and execution of marketing and business development campaigns to strengthen relationships at schools translating into increased revenue and leads
Plan, manage, and execute advisor, counselor, and student organization facing email marketing and business development programs utilizing best email practices
Increase engagement by collaborating with key stakeholders to project manage the creation of new 1:many content marketing tools (webinars, blogs, podcasts, videos, Advisor Hub), providing value to gatekeepers and their students
Work closely with marketing teams to create an intelligent lifecycle communication plan
Write effective copy for increasing engagement in emails, web and social communities, both internal and external platforms
Collaborate with marketing, business development, and sales stakeholders to support major campaigns (back to school, free trials, live events), and increase high-quality leads
Create a reporting structure, include key KPIs, to track the performance of campaigns and measure the strength of relationships
Communicate and collaborate with Kaplan leaders to derive market relationship action steps and activity
Keep on top of latest news/trends in college and graduate admissions, in order to provide timely content to contacts
Nurture new contacts while re-establishing trust with old contacts
Bachelor's Degree in Marketing, Business or a related field (Master's Degree preferred)
3 to 5 years experience in email marketing or related marketing - B to B preferred
Experience in communicating to small, targeted audiences
Proficiency in Salesforce or other CRM tools (Marketo, Pardot)
Strong excel skills including pivot tables
Analytical skills with a clear understand of front and back end email metrics ?
Project management experience