Senior Marketing Manager, CRM and Analytics

Job Title

Senior Marketing Manager, CRM and Analytics

For more than 80 years, Kaplan has been a trailblazer in education and professional advancement. We are a global company at the intersection of education and technology, focused on collaboration, innovation, and creativity to deliver a best-in-class educational experience and make Kaplan a great place to work.

The future of education is here and we are eager to work alongside those who want to make a positive impact and inspire change in the world around them.

The Senior Marketing Manager, CRM and Analytics owns the campaign execution for email across Prelum (leads, in-funnel, Alumni and reactivation communication strategies as well as triggered and transactional campaigns) with a constant focus on optimization to achieve click‑through rate, conversion, and other key engagement goals. In addition, assume responsibility for the quality of analysis that will inform key marketing decisions in both email and other channels across all segments.

It is important that the Sr Manager is able to identify trends in the analytics data and participate in discussion related to possible decisions/outcomes based on their understanding.

• Strong knowledge of CRM best practices and analytical methodologies for optimizing and evaluating customer campaigns (i.e., segmentation, predictive response models, etc.) as well as a strong knowledge of online marketing.
• Meet with key stakeholders to understand objectives and provide recommendations.
• Develop and oversee communication journeys that improve customer experience and engagement across all aspects of the student/customer lifecycle.
• Develop Marketing strategies, including personalization and dynamic content to maximize KPI and financial goals.
• Manage email marketing communications deployments (single sends and journeys) through Braze email platform to ensure deliverability and deliver on program goals.
• Oversee list segmentation and ensure data extracts for email deployments are accurate. Ensure Test and QA processes for all email deployments are completed regularly and accurately.
• Recommend and oversee testing and optimization plans including subject line testing and other qualitative driven testing methods.
• Recommend and oversee the segmentation strategy, cadence, sequencing, and dynamic content rule/logic for all email.
• Uncover performance insights and best practices through data analysis and reporting.

• Bachelor's Degree with a focus in Marketing, Communications or Technology.
• 7+ years of experience managing personalized, dynamic email campaigns.
• CRM/Lifecycle marketing experience, including email using Braze or similar enterprise email tool.
• Strong Email and SMS marketing strategy experience with major brands.
• HTML knowledge to segment data and personalize campaigns.
• Experience with marketing automation platforms (Braze; may include experience with Salesforce Marketing Cloud, Hubspot, etc.).
• Strong analytical and quantitative skills, with results‑orientation and ability to make data‑driven decisions.
• Ability to manage multiple deadline‑oriented projects concurrently and thrive in a fast‑paced environment.
• Fanatical when it comes to detail. Ability to thrive in a fast‑paced, high growth organization and will be able to effectively prioritize the most impactful and important work on your plate and deliver on time.
• Self‑starter who takes initiative, with the ability to juggle multiple priorities, continuously learn new concepts and innovate.

• Understands and monitors competitive landscape, provides insight and recommendations to drive the program business forward as best in class.
• Excellent verbal and written communication skills to effectively share ideas and work with various stakeholders across all company levels, teams, and partners.

• Remote work provides a flexible work/life balance.
• Comprehensive Retirement Package automatically enrolled in The Company Contribution Plan (8‑10% annual company contribution based on tenure).
• Our Gift of Knowledge Program provides tuition assistance and substantial discounts for employees and close…