Email Marketing Manager - Baltimore, United States - Johns Hopkins University

Description

Advanced Academic Programs (AAP), a division in the Krieger School of Arts and Sciences at Johns Hopkins University, seeks an experienced and dynamic Email Marketing Manager to create and manage an extensive portfolio of critical email messages targeting dozens of audiences. This individual will coordinate a vast array of ongoing multi-touchpoint communication flows and single one-off messages based on a variety of characteristics and action-based triggering events. Communication flows will utilize innovative technologies and strategies to maximize engagement and drive prospective students to apply and then to enroll in their academic programs.

Each year, AAP enrolls more than 6,000 graduate students, both part-time and full-time, in more than 25 distinctive professional graduate degrees, post-baccalaureate certificates, and non-credit courses. Over 77% of AAP's enrollments are through the online programs, otherwise classes occur on campus, either in Washington, D.C., or Baltimore. The AAP Marketing and Communications team is also responsible in supporting a significant summer portfolio of courses and programs offered at the pre-college and undergraduate levels. Each year, the Office of Summer and Intersession Programs enrolls more than 4,000 students.

The Marketing and Communications team within AAP seeks to reinforce a vision that integrates inventive marketing initiatives to highlight the value of its educational offerings and the success of its students. Under the direction of the Executive Director of Marketing and Communications, the Email Marketing Manager joins our team of professionals dedicated to supporting new student recruitment and retention, program marketing, and strategic reinforcement of the JHU-AAP brand. This position works closely with the AAP Marketing and Communications team, the AAP Admissions team, the Summer at Hopkins team, and external communications partners in achieving the division's marketing and enrollment objectives for each program. This position is responsible for planning, designing, implementing, and measuring the effectiveness of individually targeted communications, leveraging the latest technologies, and focusing on a superior student experience.

A successful Email Marketing Manager will build a robust network within Hopkins and across the higher education industry and will achieve strong engagement and measured outcomes in the following areas: developing relevant content and calls-to-action at each point of interaction with AAP's messaging, strategically managing any communication overlaps and interactions to ensure a clear voice and message reaches the audience, and leveraging metrics to continuously improve student engagement and progress toward application, enrollment, and graduation.

Note: Please note that two email examples demonstrating written and visual contributions will be requested during all first-round interviews. This position is not eligible for visa sponsorship.

Specific Duties & Responsibilities

55% Content Creation and Distribution

• Develop and maintain a communications calendar that aligns with the academic deadlines in order to achieve marketing and enrollment objectives.
• Ensure the emails are built and tested for consumption across multiple devices and email platforms. Each email should adhere to responsive HTML design principles.
• Create, curate, edit, and manage all email content (written, images, and video).
• Address content to specific audiences, including prospective students, current students, and alumni.
• Understand various objectives along the prospect and student life cycle, speak to those calls-to-action.
• Maintain a consistent voice that aligns well with the University's brand and style guidelines and remains aware of the different audiences' perspectives and touch-points with the brand.
• Align messaging with program positioning and the strategic placement of content across media platforms.
• Collaborate with internal and external partners to brainstorm ideas and build messaging components.

30% Strategic Planning

• Develop a long-term strategy for communicating through targeted multi-touch email communication flows.
• Leverage email systems and student databases to enhance engagement and compel progress through the prospect, applicant, and student life cycles.
• Incorporate data feeds and trigger-events to ensure emails are relevant, timely, and personalized.
• Account for the need to overlap communication flows and one-off messages that continually reinforce the recipient's relationship with our division and the university as a whole.
• Evaluate and incorporate new technologies that demonstrate enhancements to the communication flows.

15% Campaign Evaluation and Refinement

• Establish and monitor metrics necessary to ensure the critical email channel is operating optimally.
• Utilize analytics to monitor the effectiveness of individual messages and collective communication flows.
• Analyze campaigns and translate both anecdotal and quantitative data into structured plans for iteratively revising tactical communication efforts.
• Consider implementation of test and control methodologies to optimize performance and evaluate new approaches.
• Monitor trends and assess the significance of innovative email and digital communication tools, applications, channels, designs, and strategies to further successful audience outreach.

• Bachelor's Degree in related field.
• Four years related experience.
• Additional education may substitute for required experience, to the extent permitted by the JHU equivalency formula.

• Experience managing communication outreach for an educational institution, or other service-oriented industry.

Special Knowledge, Skills, & Abilities

• Highly effective communicator with an audience-first mindset.
• Demonstrated proficiency and creativity in the digital communications space, particularly in the higher education sphere.
• Knowledge of communication flow content strategy and creation.
• Excellent writing, editing, and proofreading skills.
• Expertise with HTML, Adobe Creative Suite, Microsoft Word, Excel, and PowerPoint.
• Solid experience with email marketing software and customer relationship management tools, such as: Slate, Constant Contact, Salesforce, HubSpot, and Market.
• Comfort with testing strategies and data-driven metric analysis.
• Strong collaborative spirit.
• Excellent time-management and organizational skills.
• Highly self-motivated and well-organized.
• Able to work under deadline pressure and manage competing priorities.

Classified Title: Communications Associate
Job Posting Title (Working Title):Email Marketing Manager
Role/Level/Range: ATP/04/PD
Starting Salary Range: $62,300 - $85,650 - $109,000 Annually (Commensurate with experience)
Employee group: Full Time
Schedule: M-F, 8:30 a.m. to 5 p.m.
Exempt Status:Exempt
Location:Remote
Department name: AAP Marketing
Personnel area: School of Arts & Sciences