B2C Email Marketing Specialist

About ETS:

ETS is a global education and talent solutions organization enabling lifelong learners worldwide to be future ready. For more than 75 years, we've been advancing the science of measurement to build benchmarks for fair and valid skill assessment across cultures and borders. Our worldwide impact extends through our renowned assessments including TOEFL®, TOEIC®, GRE® and Praxis® tests, serving millions of learners in more than 200 countries and territories. Through strategic acquisitions, we've expanded our global capabilities: PSI strengthens our workforce assessment solutions, while Edusoft, Kira Talent, Pipplet, Vericant, and Wheebox enhance our educational technology and assessment platforms across critical markets worldwide.

Through ETS Research Institute and ETS Solutions, we're partnering with educational institutions, governments, and organizations globally to promote skill proficiency, empower upward mobility, and unlock opportunities for everyone, everywhere. With offices and partners across Asia, Europe, the Middle East, Africa, and the Americas, we deliver nearly 50 million tests annually. Join us in our journey of measuring progress to power human progress worldwide.

B2C Email Marketing Specialist will be supporting in developing, executing, and optimizing B2C campaigns to drive engagement, lead generation, and revenue growth across ETS business units; manages segmentation, automation workflows, A/B testing, and reporting to enhance campaign effectiveness; streamlines processes, improves personalization, and ensures scalable, high-quality email marketing execution as demand grows.

This role manages the deployment of campaigns and cross-channel communication journeys through Marketo. The specialist will work closely with internal stakeholders and agencies to develop, execute and maintain daily/weekly monitoring of email marketing campaigns; drive efficient and effective campaign execution; incorporate digital marketing and automation best practices, and devise A/B testing strategies and optimizations. This person will be the main point of contact for the organization for email marketing.

Responsibilities:

• Produce and execute all email campaigns, including building emails from templates and HTML, copywriting, asset coordination, QA, and scheduling. This includes building templates, landing pages, lead forms and CTAs.
• Support the corporate strategic plans via manual and triggered campaigns across the customer lifecycle including prospecting, win-back, nurturing, post-purchase, loyalty, retention, surveys, and transactional emails.
• Use customer data such as web-behavior to drive the message and content personalization.
• Test and learn by executing A/B tests, managing testing calendar, recording results, and advising on improvements. Testing includes subject lines, message content, CTAs, customer cohorts, and segments, send time, and new features intended to drive performance lift.
• Work in partnership with designers and copywriters to optimize email creative and template structure based on best practices.
• Provide regular campaign performance reports that include opens, clicks, conversions, revenue, revenue lift, unsubscribes, etc.
• Identify new opportunities and nurture the sales pipeline with the goal to accelerate qualified prospects and drive revenue
• Support the product marketing teams with email strategy and technical review

Required Experience:

Education

• Bachelor’s degree in business or related field of study or equivalent combination of work and education.

Experience

• 5 years of experience in marketing automation, CRM, or marketing operations required.
• Demonstrated success administering and optimizing

  HubSpot

  in a complex environment.
• Proven ability to deliver scalable, compliant automation programs that drive measurable business outcomes.
• Familiarity with HTML/CSS for template troubleshooting preferred.
• HubSpot expertise required; experience with Salesforce Marketing Cloud, Marketo, or comparable platforms preferred.
• Strong understanding of marketing automation design, campaign execution, lead lifecycle management, segmentation, and governance practices.
• Hands-on experience with Salesforce integrations, cross-platform data mapping, and database management.
• Analytical thinker with the ability to translate performance insights into actionable strategies that drive measurable outcomes.
• Exceptional attention to detail, with proven strength in QA, troubleshooting, and compliance adherence.
• Process- and governance-oriented mindset, with demonstrated ability to establish and enforce standards.
• Excellent communication and collaboration skills, with the ability to partner with both business unit marketing teams (B2C and B2B) and cross-functional stakeholders to align automation strategies with business goals.

Skills

• Detailed knowledge of email regulations, best practices, and compliance internationally in various regulatory regimes (e.g., GDPR or CASL).
• Strong email copy background
• Functional knowledge of audience segmentation
• Proficiency in Google Analytics, HTML, CSS, and/or JavaScript – specifically building emails and landing pages that are responsive. Ability to code in HTML
• Strong analytical skills and ability to translate analysis into actionable recommendations to help achieve revenue goals and improve customer experience
• Knowledge of SEO/SEM
• Ability to work in a matrix and fast-paced environment