Digital Marketing Specialist at Babson College in Wellesley, Massachusetts

Job Description:

The Digital Marketing Specialist focuses on increasing inquiries and enrollments through targeted email demand generation and nurturing efforts across Babson's programs. This position designs and implements automated and ad-hoc communications that support the prospective student journeys from awareness to enrollment. Specifically responsible for managing and working in the marketing automation platform (Marketing Cloud) to design and execute communications; developing and monitoring prospective student communication journeys including content creation, creation of audience segmentation and development and optimizations of landing pages; and monitoring and reporting campaign results.

WHAT YOU WILL DO

• Responsible for managing all aspects of the marketing automation platform (Marketing Cloud) related to lead generation, nurturing and conversion, including but not limited to building, maintaining and standardizing emails, email templates, and lead forms; sending emails; overseeing multiple email campaigns at one time; tracking analytics; list/data management; and segmentation. Utilizes Agile and Scrum theory and practices to ensure efficient and productive enrollment marketing.


• Utilizes Agile and Scrum theory and practices to ensure efficient and productive workflow.


• Supports the creation, distribution, and quality assurance testing of email communications, ensuring compliance with best practices including A/B testing for emails and landing pages.


• Analyzes and interprets email campaign performance results and recommends best practices and strategy based on analytics. Leverages data analysis, competitive research, and customer insights to continuously enhance landing pages, email, and the campaign content. Tracks and reports out on engagement metrics for campaigns.


• Contributes strategic recommendations for ongoing planning and enhancements, optimizing communication strategies, enhancing data integrity, and improving strategic outreach.


• Designs and implements approved prospect journeys that support the revenue model for enrollment management. Monitors audience segmentation, oversees implementation of lead scoring, and optimizes landing pages to improve engagement and meet enrollment goals.


• Stays abreast of marketing campaigns and materials of competitor, and uses this information to keep marketing approaches relevant, competitive, and leading edge.


• Assists in tagging, management, and usage of content inventories and assets (images, video, audio, downloadable files) via department's digital asset management and content management systems.


• Ensures all deliverables are on-time, on-budget, and on brand.


• Assumes additional responsibilities as required.


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YOUR TEAM WILL INCLUDE

N/A

WHAT EDUCATION AND SKILLS YOU WILL NEED

Bachelor's degree in communication, marketing, or a technical field.

At least 2-4 years of relevant work experience.

Must have strong web, verbal, writing, and communication skills.

Must have excellent project management skills and attention to detail.

Proven experience in digital marketing strategies and tools (Google keywords, Marketing Automation, CRM systems and data tracking software).

Must have a working knowledge of HTML and basic Web design.

Ability to work both independently and as part of a team.

Must be team-oriented and self-motivated, with the ability to think creatively and analytically.

Must be comfortable presenting concepts and deliverables to clients, with the ability to articulate and present ideas based on sound user experience and design principles.

Works independently to solve problems; looks for opportunities to take on responsibility.

Envisions and proposes new methods to perform tasks that support ET&A; takes thoughtful risks; and accepts new and ongoing initiatives, objectives, and solutions to gain sought-after results.

Anticipates and embraces change; demonstrates willingness to achieve, acquire, and utilize new skills and challenging tasks; and is flexible in changing conditions.

Must be a tech-savvy professional who has innovative ideas to engage and increase activity with our constituents.

HOW AND WHERE YOU WILL WORK

Occasional nights and weekends required.

Requires work onsite a minimum of 3 days a week; the on-campus requirement is subject to modification based on organizational need.

ADDITIONAL SKILLS YOU MAY HAVE

• Prior experience in higher education enrollment marketing, enrollment management operations, and technology a plus.


• Prior experience with Salesforce CRM, and/or Salesforce Marketing Cloud preferred.

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