About the position
The CRM Manager / Email Marketing Specialist is responsible for the development, execution, and optimization of CRM-driven communications and email marketing campaigns that support student recruitment and onboarding across approximately 24 academic program tracks. This role designs and manages multi-touchpoint communication journeys from inquiry through matriculation, aligning marketing automation strategies with enrollment goals. In addition to collaborating with the marketing and recruitment team on short-term, program-specific campaigns, the CRM Manager will work cross-functionally with admissions, student services, and other stakeholders to ensure campaigns support the entire prospective student lifecycle. The ideal candidate brings technical fluency in CRM platforms, a strategic mindset for long-term nurture design, and a strong focus on performance analysis and continuous improvement. After a probationary period, this position may allow a hybrid schedule of 3 days in office and 2 days remote.
Responsibilities
- Develop and maintain long-term nurture campaign strategy and lifecycle communication flows that guide prospective students from inquiry through matriculation.
- Collaborate with marketing and student recruitment, admissions, onboarding, and student services to align messaging and automation logic with key milestones across the student lifecycle.
- Translate marketing and recruitment goals and stakeholder input into scalable multi-touchpoint campaigns.
- Design and manage dynamic communication journeys from inquiry through matriculation.
- Maintain and align the email campaign calendar with academic cycles, recruitment events, and enrollment deadlines.
- Provide templates, messaging frameworks, and technical guidance to support short-term campaign needs and cross-departmental communication.
- Manage end-to-end campaign execution within Anthology and/or Constant Contact, including audience segmentation, email design, testing, QA, deployment, and monitoring.
- Build automated communication flows, conditional logic-based journeys, and program-specific sequences.
- Ensure proper integration with lead forms, events, and inquiry sources to maintain data hygiene and campaign eligibility.
- Serve as the primary point of contact for the CRM system or any external email agency/vendor.
- Monitor key campaign performance indicators (open rates, click-through rates, conversion rates, unsubscribes) and generate reports for leadership.
- Conduct A/B testing on subject lines, send times, content, and layouts to optimize performance.
- Make data-informed recommendations to refine future campaigns and improve lead conversion across the funnel.
- Standardize workflows for campaign development, review, QA, and deployment across all program areas.
- Identify opportunities to streamline internal processes and implement scalable solutions.
- Develop templates, SOPs, and documentation to support team efficiency and knowledge transfer.
- Work closely with recruitment, admissions, academic programs, onboarding teams, and IT to align communication strategies with operational needs and student touchpoints.
- Lead planning meetings and project updates related to recruitment communications and lifecycle automation.
- Support internal communication around campaign timelines, performance, and opportunities for improvement.
- Ensure compliance with email marketing regulations (e.g., CAN-SPAM, FERPA, ADA) and university policies.
- Assist in training colleagues or stakeholders in CRM features, best practices, and campaign performance insights.
- Support data reporting and presentation needs for institutional or departmental planning.
Requirements
- Bachelor's degree in marketing, communications, or related field required.
- 2-4 years of experience in CRM/email marketing campaign management, preferably in higher education, health care, or a mission-driven organization.
- Strong technical skills in CRM platforms (e.g., Dynamics, Slate, Salesforce) and ESPs (e.g., Constant Contact, MailChimp), including list management, segmentation, and campaign building.
- Demonstrated ability to manage complex projects, meet deadlines, and collaborate across departments.
- Excellent writing, editing, and visual communication skills.
- Strong analytical skills and the ability to use data to guide decision-making and continuous improvement.
- Experience working with legal, branding, and accessibility standards.
Benefits
- Hybrid schedule of 3 days in office and 2 days remote after probationary period.
