Responsibilities

• Develops, plans and manages a digital marketing strategy that directly supports the overarching communications and influence strategies.
• Leads the ideation and creation of digital marketing campaigns designed to build awareness and support for WES initiatives, priorities and work at the local, regional, and national levels in the U.S. and Canada.
• In partnership with communication colleagues, and other relevant colleagues across WES, develops digital marketing materials, copy and content.
• stages with external vendors as necessary, ensuring vendor relationships are appropriately managed and activity is tracked and managed in line with financial and procurement processes at WES.
• Establishes key metrics that will measure and monitor digital marketing effectiveness and identify actions for continuous improvement and evolution.
• Carefully tracks and reports on digital marketing campaigns, both while they are running and after they have concluded, to identify any necessary actions, adjustments or improvements and to share performance and outcomes.
• Identifies effective and innovative ways to drive engagement with community-based organizations, policy makers, government agencies, universities, foundations, employers and employer associations, non-profit organizations, and others.
• Serves as Communications lead for Marketo, optimizing automation workflows and managing marketing automation projects including emails, events, newsletters, landing pages, forms, re-engagement and nurturing campaigns, as well as integrations with other platforms such as Zoom, SFDC, SurveyMonkey, LinkedIn, Facebook and other .
• Leads on developing new Marketo templates, as needed.
• Manages segmentation, audience targeting, and data management within the marketing automation platform to deliver personalized and relevant messaging.
• Establishes proper data hygiene and work with internal teams to maintain stakeholder data up to date to apply data-driven, segmentation-based approaches to effectively reach them.
• Acts as the Salesforce business line lead for the Communications function, ensuring that accurate data is input and updated into the system and collaborating with others on system actions, updates and governance as part of the wider Salesforce community across WES.
• Collaborates closely with key stakeholders, including but not limited to the business division’s sales and marketing team.
• Provides insights to leadership teams across WES, enabling colleagues to amplify their work and its impact.
• Ensures alignment with and adherence to WES brand guidelines and policies
• Stays updated on digital marketing trends, changes and innovations, sharing insights confidently with the wider team.

Requirements

• BA in a relevant field, or equitant experience.
• 3 - 5 years of experience in marketing, digital marketing, and/or marketing operations, a significant proportion of which is leading and managing digital marketing activities for an organization.
• Creative, strategic thinker with a passion for WES’ work and a passion for digital marketing and marketing automation.
• Proven track record of developing and implementing successful digital marketing campaigns that drive engagement, impact and awareness.
• Proficient with Marketo and Salesforce, experienced working within Salesforce as a CRM platform.
• Knowledge and experience with Google Analytics, Looker Studio, JIRA, HTML, and WordPress.
• Excellent grasp of best practices for email marketing and design (CAN-SPAM, GDPR, CASL, image optimization, etc.).
• Ability to nurture a culture of creativity and innovation while fostering a purpose and mission-driven mindset.
• Excellent relationship management and collaboration skills and ability to work across a wide variety of internal and external stakeholders.
• Strong attention to detail and effective organizational and planning skills.
• High emotional intelligence and demonstrated success navigating complex issues and technical environments.
• Strong writing skills with a proven ability to communicate and synthesize complex issues in a concise, clear, and convincing fashion.
• Strong analytical skills with the ability to interpret data, track performance metrics and optimize strategies for continuous improvement.
• Deep interest in WES’ work and understanding of the external landscape.
• Strong alignment with WES mission and values and demonstrates a growth mindset

Preferred

• Marketo certification is a plus.
• Knowledge of international higher education, and issues related to global mobility and economic inclusion of immigrants.