Ascend Learning, Inc.
Senior Marketing Manager, Demand Generation & Ops (Project Management)
Ascend Learning is a national leader in data driven, online educational solutions for learners, educators and employers in high-growth, licensure-driven professions spanning healthcare, fitness and wellness, skilled trades, insurance and financial services. We are passionate about accelerating learning while impacting job readiness, employment success and employee retention with the belief that our work changes lives.
Our culture is intentionally results-driven and selfless with a relentless focus on our customers. We believe in trust, transparency, freedom and responsibility with a commitment to meritocracy, inclusion and diversity of thought. Continual investment in our over 1400 employees is also a core principal realized through ongoing professional development and providing opportunities to grow, develop and lead. Ascend Learning is headquartered in Burlington, MA with additional office locations and remote workers in cities across the U.S. and in the U.K.
Since 1989, National Healthcareer Association (NHA) has been partnering with education programs, organizations and employers across the nation to award more than one million allied health certifications to empower people to access a better future. We offer eight nationally accredited exams, certification preparation and study materials; industry-leading outcomes-based analytics, as well as learning resources, ongoing professional development and continuing education for our certification holders.
NHA is currently hiring a Senior Marketing Manager of Demand Generation and Functional Operations. The Senior Manager is responsible for managing the demand gen and marketing operations team, to optimize our demand and lead generation strategy and ROI, drive effective marketing and digital engagement across integrated campaigns and creative multi-media assets (website, SEO, video, email, text messaging, social media, digital advertising, etc.) to drive revenue growth. This leader will ensure we effectively leverage best practices, internal and external marketing resources (people and technology), creative approaches, data and insights to inform decisions/efforts, improve operational efficiencies, audience engagement and the user experience.
The ideal candidate will have a history of developing and applying targeted strategies for holistic marketing programs, building relevance, testing hypotheses, executing on data analysis insights to refine programs, iterating and optimizizng marketing campaigns to generate leads, loyalty and engagement. They will also have a strong understanding of inbound marketing, attracting B2B and B2C target audiences and of marketing operations to maximize efficiencies across the team. This person needs to be a creative/critical thinker, comfortable with technology and marketing automation, an enthusiastic leader, a curious self-starter, an innovator, a collaborator and a brand ambassador at heart.
This role will be responsible for optimizing tactical execution, process and prioritization, utilizing best practices for marketing initiatives and resources that attract, convert, and retain customers/prospects across the team's traditional and digital/online platforms and external content and communications. Ultimately, this person and the team he/she manages will drive and execute marketing strategies and operations for business growth while creating the best customer experience. This person will need to have the ability to articulate plans and strategies, drive prioritization of efforts and resources, inspire and motivate teams, and be comfortable in a fast-paced environment. The ideal candidate must be able to work across teams and with leadership, have strong communication skills and help the marketing team execute and optimize impactful, efficient campaigns from start to finish, reporting results and ROI. The Senior Manager should have experience and be comfortable in running operationally complex projects focused on growth across the customer lifecycle.
Responsibilities:
• Lead, manage & empower the demand gen and ops team, key priorities/strategies, process and projects to engage customers, convert to leads and achieve revenue goals.
• Execute marketing plans and efforts proactively to meet schedules, performance, and budget goals.
• Provide data and reports to highlight wins, insights, areas of improvement and recommendations to apply to future marketing efforts
• Collaborate with business intelligence team and other internal stakeholders to “connect the dots” to sales/CRM data, to demonstrate marketing impact, from leads to opportunity, to revenue; report data and outcomes to marketing team and leadership
• Ensure team is optimizing engagement and the effectiveness of our website CMS and SEO strategy, use of inbound marketing and content, creative, events and other key tactics.
• Propose and manage portions of the annual opex budget related to outsourced tech stack, tools, vendors and outsourced resources.
• Develop strong relationships with marketing team members and stakeholders, and work effectively to determine the vision & KPIs of the campaign, desired outcomes and to ensure execution and performance from the team and/or external resources.
• Ensure timely and successful deployment of all tactics and campaigns.
• Identify potential issues or challenges to campaign or project completion and recommend solutions.
• Monitor tech stack and tools to ensure data integrity and accuracy, as well as maintain opt-ins, opt-out strategy.
• Oversee all elements of email and digital marketing initiatives - strategies, programs, and calendars.
• Identify, propose and apply best practices for utilizing our marketing automation tool (HubSpot) and other technology/software to increase engagement, leads and results.
• Help team manage “traffic” of work and priorities; oversee the incoming requests for projects/tactics/assets to give guidance on prioritization, budget and resource allocation across internal/external agency and/or contracted resources
• Manages key stakeholder relationships in complex technical projects
• Ensures our creative/design strategy and execution is innovative and impactful, generating increased customer/prospect engagement
• Experienced in creating and using automated workflows for emails, text messaging and nurturing
• Crafts and leads optimization and engagement strategies to better nurture our customers and prospects toward actions we want them to take -- and ensuring these actions (product adoption, purchase, event signups, demos, trainings, etc.) are actually in our customers' best interests -- reaching them with the content and information they need at the right time.
• Oversee the complexity of the marketing tech stack, social ad placements, platform integration with marketing tools, hypothesis testing, and optimizing customer experiences across platforms including the technical management of key marketing systems (website,-SiteFinity), marketing automation (HubSpot), CRM (D365 marketing dashboards) and online store.
• Establish and maintain scalable processes that ensure best practices in campaign and lead management across the marketing team
• Evaluate new tools and technologies and add-on applications to improve and optimize marketing team performance across all functions of the marketing and brand team
Direct Reports:
• Content and Communications Marketing Manager
• Creative Strategy & Engagement Manager
• Digital and Social Marketing Specialist
• Marketing & Events Coordinator
Education and Experience:
• 7-10 years of experience in a demand gen, in-bound, marketing, analytics, and/or communications role.
• Healthcare and/or education industry experience a plus.
• Bachelor's degree in marketing, business, communications, journalism, advertising or related field preferred.
• Demonstrated experience in leadership and professional development of direct reports/managing a team.
• Experience marketing to both B2B and B2C audiences preferred.
• Knowledge of best practices & current trends and technology in digital marketing communications.
• Experience working with data management, data processes and flows in a marketing context.
• Significant experience powering targeted marketing campaigns through digital platforms, as well as working in and understanding marketing automation (HubSpot preferred) and analytic platforms.
• Experience managing people in a matrix organization preferred.
Skills and Abilities:
• Enthusiastic leader with a strong track record of achieving results
• Ability to multi-task, prioritize and coordinate activities to meet multiple agile deadlines.
• Partners and collaborates cross-functionally with internal teams.
• Strong attention to detail.
• Strong communication skills, including the ability to explain complex technical processes to the non-technical.
• Results-driven and ROI-oriented
• Excellent organization and project management skills and ability to juggle multiple deadlines; adept with working on simultaneous projects at different stages.
• Thrives working in a fast-paced, highly collaborative and growth-oriented environment, with accuracy
• This person will need to have the ability to articulate plans and strategies, to inspire and motivate teams
• Experience running operationally complex projects focused on growth across the customer lifecycle
• Experience creating effective marketing plans
• Strong understanding of all digital marketing channels, including paid social, SEO, display ads, retargeting, and paid search
• Strong analytical skills with demonstrable ability to track KPIs and apply insights to optimize campaigns
• Proven track record with cross-functional collaboration and achieving high customer satisfaction
• An appreciation of the creative process and design execution to effectively represent our brand
• Experience defining and managing team workflow
• Experience within the digital advertising landscape and related technologies
• Solid understanding of major social media platforms, web content management systems (CMS), email and marketing automation practices
• Self-starter attitude with strong time-management skills, curious about understanding and solving problems with a data-driven mindset
• Strong knowledge of MS Office, especially Word, Excel, and PowerPoint
• Familiarity and/or knowledge of working with existing HTML/CSS files preferred
• Comfortable working with MAC or Windows OS preferred
Ascend Learning, LLC is proud to be an equal opportunity employer (M/F/Vets/Disabled). No agency or search firm submissions will be accepted. Applications for U.S. based positions with Ascend Learning, LLC must be legally authorized to work in the United States and verification of employment eligibility will be required at the time of hire
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