Marketing Automation Specialist at IDP Education Ltd

Role Purpose

• The Marketing Automation Specialist is responsible for planning, developing, and implementing marketing automation campaigns to nurture leads and drive conversions throughout the customer lifecycle.
• They will collaborate with key stakeholders to define best practices and ensure targeted communication reaches IDP's core audience.

Marketing Automation And Lead Nurturing

What would you do for us?

• Plan, develop, and execute automated marketing campaigns across various channels (email, SMS, social media) to drive engagement and conversion across SSA Offices
• Segment audiences and optimize campaigns for increased effectiveness.
• Develop optimized content and messaging, email templates, and asset tagging in line with brand guidelines.
• Oversee and implement lead-scoring processes and customer nurturing campaigns.
• Analyze potential gaps and opportunities in the sales funnel and create automated campaigns to improve conversion.
• Develop and provide periodic reports on marketing automation metrics and trends.
• Conduct A/B testing on subject lines, email copy, layouts, and CTAs to drive conversion improvements.
• Ensure cross-browser/email compatibility through testing.

Creativity & Innovation

• Think "outside the box" to identify new and innovative ideas to improve lead nurturing campaign efficiency.
• Create online content aligned to influence various customer personas as part of the marketing strategy

Collaboration

• Lead, develop, and maintain a high-performing team to deliver IDP's key marketing objectives.
• Set clear performance targets for key team KPIs.
• Regularly meet with country teams to discuss results and best practices.

Reporting

• Provide monthly reports to key stakeholders on the standard KPIs of marketing automation campaigns.

Financial Management

• Manage budget and resource allocations effectively to deliver business priorities.
• Exercise appropriate stewardship over IDP assets and intellectual property.

Required Experience

• A master's or bachelor's degree in marketing or a related field.
• 4-6 years of demonstrable experience delivering high-quality marketing solutions with positive, measurable results.
• Strong understanding of marketing automation workflows and lead nurturing processes.
• Excellent budget management and cost-benefit analysis skills.
• Highly effective planning and organization skills with the ability to manage multiple competing priorities.
• Creative thinker with the ability to develop contemporary marketing content.
• Highly effective relationship-building and relationship-management skills.
• Ability to read, analyze, and interpret information effectively.
• Fluent in English with excellent communication skills across all key methods (oral, written, and nonverbal).
• Problem-solving skills and the ability to implement creative solutions.

Tech-Savvy

• Proficient with marketing automation platforms, CRM systems, and data analysis tools.
• Experience with data visualization tools (Tableau, Power BI)
• Experience with SQL or another data query language
• Experience with demand generation and lead nurturing campaigns
• Experience with marketing attribution modeling
• Experience with marketing budgeting and forecasting

Interview Process

• Chat with the Recruitment Team
• Technical Assessment
• Chat with the NG Marketing Team
• Chat with the Regional Marketing Team