Manager, Marketing Automation

We are seeking a strategic and highly detail-oriented MarketingAutomation Manager to lead the development, execution, and optimization ofautomated email marketing campaigns across Medforth institutions, including St.George's University and Rocky Vista University. This role is responsible forowning the full lifecycle of email and marketing automation programs-fromcampaign planning and audience segmentation to journey design and workflowautomation, A/B testing, quality assurance, and performance analysis.

The Marketing Automation Manager serves as a strategicleader in all lead nurturing and retention strategies, as well as the technicalin-house expert for all marketing automation and operations related toSalesforce, Salesforce Marketing Cloud (SFMC) and Mailchimp. This role partnersclosely with the Call-Center, Digital Marketing and Creative teams, Admissions,CRM and IT teams to deliver highly personalized, data-driven communicationsthat support enrollment growth, application progression, deposit conversion,and student retention. The Marketing Automation Manager will help integrateemerging AI capabilities into marketing workflows, including contentgeneration, personalization, and automation enhancements, including automatedchat and workflow integrations between platforms. This is a high-impact roleideal for someone who thrives at the intersection of marketing strategy, datasystems, and platform ownership.

This is a high-visibility, hands-on role ideal for someonewith a deep understanding of marketing automation platforms, data-drivendecision-making, and customer journey mapping-specifically with experience in SalesforceMarketing Cloud and Mailchimp.

KeyResponsibilities:

EmailCampaign Execution & Automation

• Own the development and deployment of automated email campaigns across lifecycle stages-RFI, App Start, App Complete, Deposit, and Enroll.
• Develop complex, multi-step journeys in Journey Builder, including decision splits, event triggers, entry criteria, and re-entry logic.
• Use Automation Studio to manage SQL-based segmentation, data imports, data extracts, and recurring automations.
• Create dynamic, personalized content using AMPscript, dynamic content blocks, and personalization strings.
• Build and manage complex multi-step workflows and triggered email journeys using Salesforce Marketing Cloud / Journey Builder, and Mailchimp.
• Create and manage dynamic content blocks, personalization tokens, and segmentation logic for increased relevance and engagement.

LeadNurturing, SEO & Lifecycle Strategy

• Collaborate with Retention Marketing, Recruitment, and Admissions teams to map and maintain lifecycle journeys that align with recruitment goals.
• Identify opportunities to refine or expand email sequences to improve conversion rates and student engagement.
• Partner with SEO stakeholders to align messaging across channels and ensure consistency between organic search entry points and email nurture paths.
• Support optimization of landing pages tied to email campaigns by reviewing metadata, content structure, and on-page elements that influence search visibility and conversion.
• Collaborate with the content and digital teams to ensure email campaigns and landing pages support SEO best practices and organic search goals.
• Monitor performance of email-driven traffic and its impact on organic search behavior, engagement, and downstream conversion.

Testing, QA& Optimization

• Conduct A/B testing on subject lines, send times, content layouts, and CTAs to maximize performance.
• Own email quality assurance process, including link validation, audience targeting, rendering, and compliance with brand guidelines and legal regulations (e.g., CAN-SPAM, GDPR).
• Continuously analyze email KPIs (open, click, CTR, CVR, opt-out) and implement insights to refine strategy.

Platform Ownership& Data Architecture

• Serve as the primary owner of Salesforce Marketing Cloud/Mailchimp, including configuration, data extensions, audience targeting, subscriber key strategy, and integration points with Salesforce CRM.
• Manage audience segmentation, list hygiene, and data governance across multiple institutions and business units.
  Collaborate with CRM and IT teams to maintain data integrity, troubleshoot sync issues, and optimize data flows between systems.
• Maintain campaign sending calendars and documentation for workflows, templates, naming conventions, and best practices.

AI-EnhancedMarketing & Automation

• Leverage AI tools to support content generation, personalization, segmentation, and workflow efficiency.
• Partner with CRM, IT, and digital teams to explore and implement AI-driven enhancements to lifecycle journeys and marketing operations.
• Experiment with AI-based optimization techniques, such as predictive scoring, send-time optimization, and content recommendations.
• Experiment with chatbot solutions and tools for automating workflows, improving data insights, and enhancing personalization

Testing,Optimization and Report

• Lead A/B and multivariate testing across subject lines, content, CTAs, send times, and journey logic.
• Analyze performance metrics (open rate, click rate, CTR, CVR, opt-out rate) and translate insights into actionable recommendations.
• Own the monthly reporting deck for the marketing team and contribute insights to cross-channel dashboards.

Cross-FunctionalCollaboration

• Work closely with content, creative, digital, analytics, and admissions teams to ensure messaging alignment and cohesive multi-channel experiences.
• Partner with IT and CRM teams to support platform enhancements, data integrations, and system improvements.
• Ensure email and automation programs integrate seamlessly with paid media, web personalization, and other digital initiatives.

Preferred Qualifications:

• 4-6+ years of experience in email marketing and marketing automation, ideally in higher education, tech, or performance-driven organizations.
• Hands-on expertise with Salesforce Marketing Cloud (preferred), including Journey Builder, Automation Studio, Contact Builder, Data Extensions, SQL, and AMPscript.
• Prior experience using AI tools for marketing workflows, content generation, personalization, or automation.
• Strong knowledge of email best practices, lifecycle marketing, segmentation, and A/B testing.
• Experience building automated, data-driven journeys that align with the lead lifecycle.
• Familiarity with HTML/CSS for email template creation.
• Prior experience with Salesforce Agentforce is a plus
• Working knowledge of SEO fundamentals, including keyword strategy, on-page optimization, and content performance analysis.
• Experience collaborating with SEO, content, or digital teams to align messaging and optimize landing pages.
• Strong analytical skills and comfort working with metrics to guide campaign improvements.
• Excellent project management and communication skills.
• Experience working cross-functionally with creative, CRM, and content teams.