Manager Global Marketing Automation-IELTS

Short Description

About IDP

Role purpose

Key accountabilities

• Plan, develop, and execute cross channel campaigns, interaction campaigns and nurture programs across the student and test taker lifecycle to drive engagement and conversion
• Develop marketing automation campaigns across various channels (email, SMS, Whatsapp, Line, Kakao or other chat applications) and social to improve efficiency
• Understand our customers and segment audiences and optimise campaigns to increase effectiveness
• Develop optimized content and messaging, e-mail / campaign templates in line with the brand guidelines
• Work with App team to identify use cases and setup app campaigns for push and in-app
  

• Conduct ongoing A/B testing related to subject lines, e-mail copy, layouts, CTAs etc. that drives conversion improvements
• Meticulously plan and build testing frameworks (A/B testing, multivariate testing etc.) for continuous optimization of deliverability, click-through and conversion rates
• Share improvements in campaigns through adaptive learning from past campaign experiences
  

• Collaborate with key stakeholders to define best suited workflows for nurturing / automation campaigns and ensure relevant and targeted communications reach our core audience
• Analyse potential gaps and opportunities in the journey and create automated campaigns that improve conversion
  

• Develop and provide periodic metrics and trends by country as per defined campaign objectives
• Monthly reporting to key stakeholders for standard KPI of marketing automation campaigns
• Create reporting dashboards for stakeholders to analyse campaign performance
  

• Regularly meet with teams to define campaign calendars, execute campaigns, review results and adjust basis learnings
• Work closely with Product teams to drive key initiatives, product enhancements across the IELTS journey.
• Actively participate in IELTS Marketing Automation Community and contribute basis experience and lessons learned
• Leverage successful ideas / initiatives from across country and share within the IDP Community
  

Required Experience

• Educated to Masters Level or equivalent
• Demonstrable experience (5 years) in digital marketing / marketing automation. Adobe Marketo experience preferred.
• Creative thinker with ability to define and develop campaigns and templates for e-mail marketing / reports
• Proven track record of building lead nurture campaigns and driving successful marketing outcomes / lead conversions
• Effective relationship building and relationship management skills
• Analytical mind – ability to read, analyse and interpret information effectively
• Fluent in English with excellent communication skills across all key methods – oral & written is a must