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Direct Response Marketing Manager

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The Direct Response Marketing Manager develops the organization's direct response marketing infrastructure to support contact strategies for marketing, enrollment services, student services and alumni relations, ensuring that there is a singular strategic focus on meaningful, quality communications at every brand communication touchpoint. With an understanding of what activities increase conversion rate throughout a lead’s lifecycle resulting in student enrollment, the Direct Response Marketing Manager will collaborate with marketing channel managers and enrollment services teams to develop and implement a prospect lead nurturing process and other direct marketing programs.

The Direct Response Marketing Manager will be part of the in-house marketing automation expert team, and will serve as the business owner of our Eloqua platform. The Direct Response Marketing Manager will provide strategic guidance and support for other affiliate marketing teams, and is the hands-on direct response marketer for the organization's marketing team.

Responsibilities include:
- Support strategic initiatives to simplify, automate and improve sales and marketing alignment and drive leads through the pipeline.
- Create the lead nurturing contact strategy, design and develop emails, landing pages, forms and complete CRM integration and testing, and build the programs for both point-in-time and automated/triggered programs in Eloqua for lead nurturing. (Preferably this person will also build responsive HTML emails, landing pages and forms within Eloqua); create templates and processes for automating campaigns within Eloqua. Understand how best to leverage the technology to aid in lead nurturing programs.
- Analyze key performance reports that track email open rates, unsubscribes, conversion rates, engagement and user retention and optimize as needed. Track and report campaign metrics weekly, monthly and quarterly against established KPIs and industry benchmarks. Develop and maintain a reporting dashboard for customer lifecycle communications initiatives.
- Develop content to be used as calls-to-action in nurturing campaigns, including webinars, events, e-books, guides, infographics or other content marketing
- Test and optimize messaging, offers and online experiences to drive the greatest conversion rates.
- Work closely with Marketing, IT, Communications, Enrollment Services and other internal and external teams to understand needs and adapt programs and/or reporting as necessary. Own internal relationship and communication with Marketing, IT, Enrollment Services and other stakeholders for the lead nurturing process.
- Own data integrity and analysis process to ensure database quality and deliverability of campaigns. Analyze and understand the segments and profiles of our lead database. Manage email lists, customer segmentation and email targeting.
- Develop, implement and execute lead scoring models within lead automation solution.
- Investigate and implement best practices to ensure all campaigns are developed to achieve the highest response levels while meeting the requirements of the organization's brand.
- Must stay current on all global laws and guidelines related to email marketing

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