Personalization Specialist

Position Overview

The Person alization Specialist plays a key role within the marketing team, primarily focusing on creating dynamic content and building logic for enhanced personalization across university-wide enrollment communications. This position combines strong writing skills with data-driven decision-making, ensuring that email and SMS campaigns resonate with a diverse student audience. The specialist is responsible for designing, building, and testing content that aligns with specific audience segments, such as traditional-age students, adult learners, transfer students, and international students, among others.

The role requires close collaboration with the Associate Director of Enrollment Communication to identify opportunities for enhanced personalization, utilizing tools like Salesforce Marketing Cloud and AMPscript to craft tailored experiences that maximize engagement and conversion rates. In addition to content creation, the Personalization Specialist is also responsible for continuously monitoring the performance of dynamic content, using audience performance analytics to refine and optimize messaging strategies.

This includes identifying underperforming segments, diagnosing issues, and implementing adjustments to improve campaign results. The specialist also plays a crucial role in ensuring content consistency and streamlining processes across communication efforts, working with various university stakeholders—including academic leaders and program coordinators—to align messaging with institutional goals. A strong technical foundation in HTML, AMPscript, and a deep understanding of audience segmentation and behavioral data analysis are essential for success in this role.

Please note:

This position is in-person at one of our residential campus locations (Daytona Beach, Fl or Prescott, AZ). This position is not remote or hybrid.

• Write static and dynamic content and build email communications to create personalized experiences for diverse prospective student audiences, including traditional, adult, transfer, international, and military students
• Optimize and manage dynamic content using conditional logic, AMPscript, and HTML
• Recommend and implement email communication strategies
• Develop policies and best practices for prospect student population segmentation
• Work with the Marketing CRM Analysts to assess the current usage of system data to determine areas for improvement, as well as the implementation of Salesforce Education Cloud
• Accountable for recommending the best ways for Enrollment Management (EM) to use email segmentation
• Analyze audience performance metrics, identify under-performing segments, diagnose root causes, and implement enhancements to improve the overall ROI of marketing efforts
• Maintain detailed records of dynamic content versions and create new version catalogs for each academic year in Sharepoint

For over 100 years, Embry-Riddle has been the world's leading aviation and aerospace university, educating more than 30,000 students across residential campuses in Daytona Beach, Florida, and Prescott, Arizona, as well as through a global network of Worldwide locations and online programs. With more than 165,000 alumni around the world, our impact reaches every corner of the aerospace, aviation, defense and technology industries.

Today, our faculty, researchers and professional staff are advancing innovation across aviation, space, artificial intelligence, cybersecurity, autonomous systems and next-generation engineering. Working alongside industry leaders, government agencies and innovators, they are solving real-world challenges and shaping the technologies that will define tomorrow. Whether you are an educator, researcher, administrator,…