Reporting to the Executive Director, Performance Marketing, the Senior Marketing Manager of Customer Relationship Management is responsible for overseeing and managing the organization’s customer relationship strategies with the primary goal to enhance customer satisfaction, loyalty and retention while driving growth.
The Senior Marketing Manager of Customer Relationship Management will manage the customer engagement and retention strategies across marketing channels through extensive knowledge and experience with Salesforce, a proven track record in managing remarketing and retargeting campaigns for paid search and paid social media, and expertise in creating effective email journeys.
ESSENTIAL FUNCTIONS & RESPONSIBILITIES:
Develop and implement comprehensive CRM strategies across media channels that align with the college/university’s goals and objectives.
Utilize analytics to track performance, inform decision-making and improve conversion rates.
Oversee the optimization of Salesforce CRM to enhance customer data management, streamline processes, and improve overall efficiency.
Create and manage email journeys that nurture leads, drive customer engagement, and enhance retention.
Utilize customer data and analytics to gain insights into customer behavior, preferences, and trends, and leverage these insights to improve CRM strategies.
Identify trends and insights from each channel including open rate, CTR, and conversion rate.
Create clear and concise reports visualizing CRM campaign performance data for stakeholders.
A/B test different elements to determine the most effective journeys, creative, calls to action, and content.
Partner with the SEO team to create meaningful content that will resonate with the audience and drive engagement and conversions.
Collaborate with cross-functional teams to align content with business goals.
Ensure that all content aligns with College/University’s brand guidelines and maintains a consistent and compelling voice.
Stay up to date on the latest CRM trends and best practices.
Stay up to date on features and capabilities of Salesforce Marketing Cloud and best practices for implementation.
Adheres to College/University policies and procedures and conducts job responsibilities in accordance with the standards set out in the College/University’s Code of Ethical Conduct, Compliance Agreement, Sexual Harassment Policy or any of its policies and procedures, applicable federal and state laws, and applicable professional standards.
Maintains regular and timely attendance, reports to work as scheduled and as required to meet the needs of the College/University and assures time worked and/or time-off is recorded properly.
Maintains order, cleanliness and safety at work.
Performs other duties as assigned.
KNOWLEDGE/EXPERIENCE:
Bachelor’s degree in Marketing, Business Administration or related field.
5-7 years of experience in CRM management.
Experience in higher education is valuable, but not required.
Extensive experience with Salesforce CRM, including customization, integration, and optimization.
Experience in managing remarketing and retargeting campaigns for paid search and paid social media platforms.
Demonstrated expertise in creating and managing email journeys.
Strong analytical skills and experience with analytical tools such as Adobe Analytics and GA4 with the ability to interpret data and make data driven decisions.
Excellent leadership, communication and presentation skills.
Experience with content management systems (CMS).
Experience in GA4 and understanding of Adobe Analytics.
Ability to collect, analyze, and interpret data to understand user behavior, identify trends, and measure performance.
Strong project/time management and multitasking abilities.
Ability to present CRM performance data in clear and concise dashboards and reports for stakeholders.
Ability to lead and motivate a team.
This is a hybrid position where you will work in our administrative office in Irvine 3 days/week and from your home office 2 days/week.
