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The Senior Marketing Manager reports to the Managing Director, Marketing and Strategic Initiatives, and is responsible for creating content and implementing marketing campaigns for Executive Education programs. This position also contributes to other marketing projects as needed. The position works closely with Executive Education sales team, faculty, and external vendors. The salary range for this position is $78,000-$82,000.

JOB DESCRIPTION:

Content Creation – 25%

• Develop content road maps to support the customer journey across multiple product lines and segments as well as additional departmental initiatives
• Write engaging, customer-centric copy for lead generation and nurturing across multiple channels, including web, email, social, course catalog, and other marketing collateral
• Partner with faculty and customers to bring Executive Education programming to life through the creation of video and written content for use across channels
• Design, develop and implement marketing content and programs to support the Executive Education brand.
• Create and edit marketing content for various mediums and audiences.
• Initiate and evaluate emerging technology strategies for marketing or branding initiatves.

Email and Social Campaign Management – 25%

• Develop and execute customer-focused email campaigns supporting department, segment, and program strategies, including lead generation
• Create and maintain automated workflows to nurture customers through the sales funnel
• Create and execute engaging promoted and organic social campaigns, supporting department, segment, and program strategies to increase demand.
• Manage the channel budget (paid social)
• Analyze overall effectiveness of campaigns; recommend and execute tactics to achieve cost per lead and conversion goals.
• Keep up to date on market changes, trends, and branding to ensure maximum engagement from Executive Education clientele and stakeholders.

Website Management – 20%

• Write, edit, and maintain engaging web content that resonates with target audiences and maximizes SEO
• Create and maintain a professional, polished, error-free user experience appropriate for an executive-level customer base
• Update website and internal registration system with new course dates and other info as needed
• Ensure compliance with brand standards. Consult with the Carlson School Marketing and Communication Services team as needed.

Google AdWords Campaign Development and Execution - 10%

• Create and optimize  Google AdWords campaigns
• Recommend and execute bidding strategy
• Manage the channel budget
• Analyze overall effectiveness of campaigns; recommend and execute tactics to achieve cost per lead and conversion goals

Additional Marketing Projects – 10%

• Manage student worker(s) Supervise and direct student workers, including hiring, training, delegating and evaluating.
• Partner with marketing, business development and other Carlson School teams to create and execute additional initiatives, including customer journeys, customer events, joint programs etc
• Track and analyze effectiveness of marketing initiatives, including A/B testing. Make recommendations as needed to maximize efficiency and effectiveness.
• Manage stock of print materials and Carlson Executive Education swag
• Perform other marketing-related duties as assigned.

** The employer reserves the right to change or assign other duties to this position **

Minimum Qualifications:

• BA in Marketing, Journalism or related field plus 6 years experience
• Experience writing in a business setting for multiple channels, including web, email and social content
• Familiarity with video content creation for web, email and social use
• Experience with website management, including design and content management
• Experience with Salesforce, Hubspot or other CRM
• Solid working knowledge of current/evolving SEO practices and processes
• Familiarity with Adobe Photoshop, Dreamweaver, various web editing tools
• Detail oriented, with the ability to execute flawless content

Preferred Qualifications:

• 5+ years writing content in a corporate setting for a mid-size or large company
• Experience writing for B2B marketing initiatives
• Knowledge of Drupal CMS
• Knowledge of Salesforce and Salesforce Marketing Cloud