Remote , Work from Home , United States
Description
Shorelight is reinventing the international education experience for students worldwide. Based in Boston, the company works directly with top-ranked, nonprofit American universities to build innovative programs and high-touch, technology-driven services that help talented students thrive and become global citizens.
The Associate Director, Demand Generation will lead the innovation of the Shorelight direct-to-student customer journey. This is an exciting opportunity to redefine the strategies that will deliver an optimized student experience and directly increase revenue. This role will guide the development and execution of an omni-channel, segmented approach to direct student customer engagement with a critical focus on measuring and optimizing against performance. This role will report to the VP of Marketing.
This role will work closely with colleagues in Customer Experience, Marketing Automation, Creative Services, and Inside Sales to develop an executable vision for the Shorelight direct-student customer journey — which will include leads from diverse sources, such as Affiliates, Organic, and List Purchases. This role will place primary focus on the performance and optimization of key moments of direct digital engagement, including email and webinars, forms and visits, and flow across touchpoints. This role will also lead initiatives for the expansion of engagement to potentially include SMS, chat, and automated response systems.
This individual will also collaborate closely with Product, Analytics, Recruitment, and Regional teams to align customer engagement initiatives that grow, and drive pipeline, revenue, and channel performance. This individual will also be responsible for providing summaries and recommendations to departmental leadership.
Analytics
- Partner with Analytics to define and maintain KPI’s by stage
- Partner with Analytics to track and manage reporting of campaign performance against key engagement KPIs, including regular performance reviews with Acquisition leadership
- Use analytics to regularly identify issues and opportunities for future improvements
- Partner with Analytics to standardize and simplify reporting in order to create a centralized reporting index that makes it easy for everyone to rapidly access key information on performance
Engagement Strategy
- Partner with Marketing Automation, Customer Experience, and Inside Sales teams to develop a strategy and roadmap for continuous improvement of the D2C student journey from lead capture through engagement strategies to Inside Sales
- Meet regularly with business and technology stakeholders to understand goals and gaps, and develop new engagement strategies that advance their goals
- Develop Business Cases for new campaigns and strategies and lead development of new campaigns and strategies
- Expand campaign automation and reduced manual effort through process across key stages of journey
- Work closely with Inside Sales and Recruitment teams to build marketing plans aligned with customer journey and sales team activities
Engagement Tactics and Delivery
- Oversee development and execution of omnichannel marketing programs through scalable and standardized processes.
- Manage campaign calendar in coordination with content and production teams.
- Work across team to constantly improve campaign creatives and tactics towards driving customer interest and meet revenue goals, esp. A/B testing.
- Lead the process for gathering info and packaging as a Campaign Brief all upcoming campaigns
- Champion team documentation of all existing campaign information.
- Lead the training of appropriate Marketing team members on marketing automation tools to expand ability to deliver campaigns.
- Manage Sr. Coordinator, Demand Generation direct report as well as across the Marketing team and with 3rd party agencies when appropriate.
Minimum Qualifications
- Deep understanding of direct channel education space, with particular emphasis on performance marketing and optimization
- Direct channel education space, with particular emphasis on performance marketing and optimization
- Ability to synthesize insights and recommendations for optimization of performance across a broad range of quantitative and qualitative sources
- Experience with CRM system, preferably Salesforce
- Strong project management skills
- Experience with collaborating closely with sales and technology teams
- Ability to educate, motivate and lead direct reports, peers, and team members
- Excellent organizational skills with the ability to work on multiple projects based on priorities and deadlines
- Effective written and verbal communication skills that enable translating complex data into productive discussions and effective presentations
- Strong interpersonal and problem-solving skills; attention to detail and curiosity to want to know how things work
- Eager to work in a collaborative and results-oriented team environment
- Ability to travel and work in the United States without sponsorship
- Experience optimizing campaigns through A/B and other testing methods, analysis and continuous improvement process
- Extensive experience with data analytics and analytics software
- Experience supporting an internationally focused company