Jobs at UBC – Marketing Automation and Campaign Specialist

Job Description:

The Marketing Automation and Campaign Specialist supports UBC s undergraduate recruitment process by cultivating prospective student engagement through email and messaging campaigns, by identifying audience segments for nurturing, and by planning customer (student) journeys in UBC s Customer Relationship Manager (CRM) system. The Marketing Automation and Campaign Specialist is responsible for developing and optimizing CRM campaigns in order to increase participation and engagement rates among prospective undergraduate student with UBC. The role assists in the development and implementation of new email marketing initiatives, and ensures these are repeatable, scalable, and extensible across other marketing channels (such as SMS) as technologies emerge. The role also prepares reports on all campaign activities. The Marketing Automation and Campaign Specialist will bring knowledge of best practices to the work, continually improving and optimizing campaigns, as well as developing strategies for segmentation and personalization. Key to this role is delivering timely and relevant content to students throughout the recruitment lifecycle from prospect, applicant, to UBC student. The role is integral to the achievement of the University s undergraduate enrolment objectives for UBC s Vancouver and Okanagan campuses.

Job Responsibilities:

• Plays a key role in the creation of the overall strategic email marketing and communications plan, shaping the content and campaign calendar within the cross-channel, integrated approach of the Recruitment Marketing and Prospective Student Engagement team.
• Implements and maintains an editorial calendar for all automation and CRM campaigns.
• Develops compelling content, imagery, embedded visual assets, calls-to-action, and design elements for all campaigns.
• Takes on an advocacy role for best practices, for a student-centred approach to email/SMS marketing and communications, for adherence to brand, and for a consistent and unified approach to messaging.
• Uses effective stakeholder management and consensus-building skills to set campaign goals and objectives among competing internal priorities. Liaises with internal stakeholders to achieve reachable targets, and to measure and report on target and goal success.
• Ensures all CRM campaign activity is tracked and analyzed (including making sure that all hyperlinks are tracked for analytics and reporting).
• Balances the creation and optimization of multiple campaigns at once.
• In consultation with the Manager, International Student Recruitment Technologies and other key stakeholders, identifies market/audience segments to target in campaigns. Ensures accuracy of target markets/audiences (quality control of recipient lists and campaign workflows).
• Develops HTML email template layout/designs, visual assets, and styles, under broad guidelines established by the RMPSE team, and ensures adherence to the over-arching UBC brand.
• Creates scalable processes that ensure best practices in campaign set-up, conversion, lead generation and nurture, engagement monitoring, and data reporting.
• Uses best practices to drive student engagement with email and other marketing channel campaigns, recruitment events, and other touchpoints available to our audience.
• Schedules, coordinates, and executes all email campaigns (including lifecycle trigger programs, promotional campaign, transactional emails, and other) to ensure students receive messaging and information on time and when it is most relevant and meaningful to them. Some of this work is deadline-driven and time-sensitive.
• Ensures all emails and messaging sent through the CRM meet Canada s Anti-Spam Legislation (CASL), and meet UBC s access and privacy policies to ensure compliance with BC s Freedom of Information and Protection of Privacy Act (FIPPA).
• Develops and implements comprehensive nurture-campaign plans for emails, e-newsletters and SMS channels. Pilots new approaches and tactics to ensure the recruitment teams are supported by continually improving campaigns and email communications.
• Develops, updates, and maintains documentation for campaign flows and roadmaps to optimize campaigns and deepen engagement.

Job Requirements:

• Competent and comfortable using web technologies such as HTML5, HTML authoring tools, FBML, CSS, JavaScript, RSS/syndication, wikis, image formats, and resizing tools.
• Ability to exercise diplomacy, tact, and discretion when working with confidential and/or sensitive information, and in dealing with various levels of administration, internal stakeholders, and external agencies.
• Working knowledge of Oracle s Eloqua and/or Marketing Cloud would be an asset.
• Sensitive to cultural differences and possess an understanding of the importance of cross-cultural context in marketing and communication activities. International experience and knowledge of a second language would be an asset.
• Ability to troubleshoot data inconsistencies or challenges.
• Strong knowledge of MS Office (Word, Excel, PowerPoint).
• Accuracy and attention to detail, as well as results-oriented.
• Strong working knowledge of email marketing and CRM campaign best practices.
• Experience working with CRM systems and marketing automation tools.
• Problem-solver, and strategic thinker who is thoughtful about the lifecycle email strategy.
  Demonstrated organizational skills in project and time management with the ability to manage multiple priorities to achieve results. Ability to work effectively under pressure to meet deadlines.
• Effective interpersonal, presentation, and public relations skills, ideally developed working with youth communities.
• Continually curious about customer behaviours, and a passion for learning and using technology to create, share, and measure ideas in service of audience needs and business goals.
• Ability to work independently but also function well collaborating with others on the team, with stakeholders, and across cross-functional teams.

Job Details:

Company: The University of British Columbia

Vacancy Type:  Full Time

Job Location: Vancouver, British Columbia, CA

Application Deadline: N/A

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