The Director will be the pre-sale point of contact for CRM and marketing automation systems and will take the lead in developing protocols, processes, and best practices for lead nurturing campaigns and lead scoring. This position will be responsible for driving usage of Salesforce and Certain within the team, developing and implementing training on Salesforce and Certain and other marketing systems for the marketing team, and work with other DE teams to build Salesforce use across the division. The Director will ensure that marketing activity is tracked using appropriate methods, develop reports/dashboards to measure the success of campaigns, performance and conversions, and make recommendations for improvements based on results. This position will oversee the trial management process in collaboration with IT and will work with the CX team to ensure seamless transition from trial to customer experience. The Director will be forward thinking and able to take marketing to the next level in using the right automation systems to improve efficiency and assess ROI of marketing activity. This position will assess marketing automation enhancements to support marketing efforts, make recommendations for additional systems, and oversee implementation and training on new systems.
The Director will work with marketing team members to analyze email and social media activity. He or she will ensure the health of the lead nurturing/non customer emails within Exact Target, work with the CX marketing team to ensure we minimize list exhaustion, serve as liaison with legal and districts on our “do not send” list, and work closely with business systems to maintain a robust non-customer/lead database. The Director will monitor social media campaigns, analyze data, and collaborate with the team on developing reports and recommendations.
The Director will be the point of contact for media buying and will manage the setup of all paid campaigns to ensure there is a holistic strategy for working with ED trades. The position will analyze and generate metrics reports and provide insights and recommendations to optimize paid media efforts.
Responsibilities:
Lead Generation and Nurturing
1. Drive usage of Salesforce within the marketing team and assist with usage of Salesforce across the Division
2. Develop protocols, processes, and best practices to implement marketing automation and lead nurturing/lead scoring
3. Develop strategies to increase lead generation capabilities of the web and social media
4. Evaluate new technologies to support the next generation of marketing tools
5. Serve as liaison with SalesOps, Inside Sales, Customer Success, and IT
Trial Management
6. Oversee the trial management process and collaborate with IT to continue to make improvements
7. Continue to build out an automated trial management process
8. Collaborate with the CX team to ensure seamless transition from trial to customer experience
Email Management
9. Ensure the health of the lead nurturing/noncustomer emails within Exact Target
10. Work with the CX marketing team to ensure development of strategies to minimize list exhaustion
11. Serve as liaison with legal and districts on our “do not send” list, and work closely with business systems to maintain a robust non-customer/lead database.
Analysis and Reporting
12. Ensure marketing activity is tracked using appropriate methods, including but not limited to, Google Analytics, Salesforce Campaigns, Certain, etc.
13. Build out dashboards and develop reports to gauge marketing effectiveness
14. Analyze email and social media activity and provide recommendations for optimization
Paid Media
15. Build relationships with ED trades and negotiate competitive rates for digital, mobile, and print ads, webinars, and other placements
16. Coordinate scheduling, budgets, and billing for media
17. Secure and analyze post-buy results, develop reports and generate recommendations
Job Requirements
* 7-10 years of digital marketing/communications. Experience with email marketing, SEO/SEM, web/campaign and social media analytics, CRM, and marketing automation platforms
* B2B/B2C marketing or advertising campaign experience; K-12 education experience preferred
* Experience buying, placing, and managing media buys
* Expertise with Salesforce, Exact Target, Google Analytics, and marketing automation tools
* Proven track record of analyzing, synthesizing, and reporting on data
* Exceptional oral and written communication skills, analytical and problem solving skills
* Good command of social media tools, new web technologies and the digital sphere as a whole
* Strong work ethic; self-starter who can prioritize and excel in a fast-paced, deadline-driven environment; ability to see the big picture while paying attention to details and delivering with accuracy
* A team player with a positive attitude that works well with others, stays calm under pressure, and drives results
* Proficient in standard Microsoft programs; experience with HTML a plus
* Bachelor’s degree required
* Must have the legal right to work in the United States
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