Marketing Automation Executive

Role purpose

The Marketing Automation Executive is responsible for implementing all marketing automation and email campaigns for our domestic sites (WhatUni, Complete University Guide, and Post Graduate Search. The Marketing Automation Specialist will be responsible for building out the templates for monthly newsletters and multi-channel automated marketing and lead nurturing campaigns. 

Key accountabilities

Marketing Automation and Lead Nurturing   

• Plan, develop, and execute interactions across the customer lifecycle that drive engagement and conversion 
• Develop marketing automation campaigns across email, SMS and app push notifications. 
• Understand our customers and segment audiences and optimise campaigns to increase effectiveness  
• Develop optimized content and messaging, e-mail / campaign templates & editing (HTML), asset tagging & loading in line with the brand guidelines. 

Driving great UX / UI / Analytics  

• Conduct ongoing A/B testing related to subject lines, e-mail copy, layouts and CTAs that drives conversion improvements  
• Implement the testing plan   
• Oversee and implement all lead scoring/grading processes and customer nurturing (single or multi touch) campaigns within the automation tool  
• Ensure cross-browser/e-mail compatibility through testing and software tools  
• Build testing frameworks (split testing, deliverability and tracking) for continuous optimization of click-through and conversion rates   
• Share improvements in campaigns through adaptive learning from past campaign experiences   
• Must know to develop HTML templates (email templates, landing pages, forms) with editable modules in design studio along with CSS stylings/embedding Java scripts. 
• Defining lead nurturing opportunities  
• Collaborate with key stakeholders to define best suited workflows for nurturing / automation campaigns, newsletters or ad hoc emails, to ensure relevant and targeted communications reach our core audience. 

Creativity & Innovation  

• Think “out of the box” to identify new and innovative ideas to drive efficiencies in lead nurturing campaigns  
• In partnership with the Brand & Content Team, create online content aligned to influence various customer personas as part of the marketing strategy.  
• Assist the Head of Automation with development of periodic metrics and trends aligned to marketing automation in line with business objectives. 
• Monthly reporting to key stakeholders for standard KPI of marketing automation campaigns. 
• Create ‘real-time’ reporting dashboards for stakeholders to analyse campaign performance with support from the Analytics team.   

Collaboration  

• Work in close collaboration with the content editors to create marketing content, campaign set-up and to discuss results and push forward best practice   
• Leverage successful Marketing Automation ideas / initiatives from across countries and share that within the IDP Marketing Automation Community  

Required experience

Essential: 

• Sufficient experience running automated email marketing campaigns using tools such as Acoustic, Marketo etc.  
• Creative thinker with ability to define and develop campaigns and templates for e-mail marketing / reports  
• Analytical mind – ability to read, analyse and interpret information effectively  
• Fluent in English with excellent communication skills across all key methods – oral & written  

Desirable: 

• Sufficient experience in using CRM software, e.g. Acoustic, Salesforce etc. 
• Higher education experience. Alternatively marketing experience with a similar target audience

About IDP

IDP is the global leader in international education services, delivering global success to students, test takers and our partners, through trusted human relationships, digital technology and customer research. An Australian-listed company, we operate in more than 50 countries around the world.

Our team is comprised of over 7,000 people of various nationalities, ages and cultural backgrounds. Proudly customer-first, our expert people are powered by global technology. Together, we offer unmatched services, helping local dreams become realities, all over the world.

Learn more at www.careers.idp.com