Sr Manager Student GTM

Overview

The Senior Manager, Student Go-to-Market (GTM) is responsible for leading the strategy, planning, execution, and optimization of student lifecycle marketing initiatives designed to improve student engagement, persistence, course progression, and re-entry of students out of attendance. This role serves as a strategic leader within the Student Experience team, identifying growth opportunities, developing testing roadmaps, advancing AI-driven marketing capabilities, and expanding emerging channels to support university enrollment and retention objectives.

The Senior Manager partners closely with Marketing, Analytics, Student Services, Product Teams and Operations teams to develop and execute data-driven strategies that improve the student experience while driving measurable business outcomes.

• Develop and execute go-to-market strategies designed to improve student engagement, persistence, progression, re-entry, and other key business outcomes across the student lifecycle.
• Identify growth opportunities and develop strategic recommendations, business cases, and optimization plans that support university goals and improve student outcomes.
• Develop, manage, and optimize testing roadmaps, including A/B and multivariate testing strategies, to drive continuous improvement and measurable business results.
• Monitor and analyze campaign, channel, and program performance; translate insights into actionable recommendations that improve engagement, conversion, and retention outcomes.
• Lead the strategy, planning, execution, and optimization of direct mail programs, including audience selection, print production, vendor management, testing, measurement, and performance reporting.
• Develop and optimize integrated communication strategies across multiple channels, including email, SMS/MMS, direct mail, web, video, and emerging channels.
• Partner with Agile product teams and cross-functional stakeholders to develop marketing briefs, align priorities, and successfully execute go-to-market initiatives.
• Collaborate with analytics, technology, operations, legal/compliance, student services, creative, list vendors and channel teams to bring strategic initiatives to life and ensure successful execution.
• Leverage artificial intelligence (AI) tools and prompt development techniques to improve marketing effectiveness, operational efficiency, personalization, and testing capabilities.
• Present strategic recommendations, performance insights, and business results to leadership and key stakeholders, influencing decision-making and future investment opportunities.
• Build strong relationships across the organization and serve as a strategic partner to stakeholders in support of Student Experience objectives.
• Perform other duties as assigned or apparent.

None

• Bachelor’s degree in marketing, Communications, Business, or related field and seven (7) years of experience in lifecycle marketing, engagement strategy, retention marketing, product marketing, or related disciplines; OR
• High school diploma or equivalent and ten (10) years of experience in marketing, lifecycle marketing, engagement strategy, retention marketing, product marketing, or related disciplines.

• Experience in higher education, lifecycle marketing, or related industries
• Experience identifying growth opportunities and translating insights into actionable go-to-market strategies
• Proven ability to develop business cases, recommendations, and strategic plans supported by data and performance analysis
• Strategic and analytical background with experience developing testing roadmaps and executing A/B and multivariate testing strategies that drive measurable business outcomes
• Experience developing and scaling direct mail programs, including print production, vendor management, audience selection, personalization, testing frameworks, performance measurement, and optimization to drive business outcomes
• Experience leading cross-functional initiatives and collaborating with Agile product teams, internal stakeholders, and external partners to align on strategy, develop marketing…