Executive Director of CRM (customer relationship management) at New York

Job Description

The Executive Director of CRM is responsible for driving lead acquisition, customer nurturing, and conversion efforts for all Kaplan Test Prep Graduate programs, including MCAT, LSAT, GMAT, and GRE. This position must be highly analytical, ROI-focused and have direct experience marketing via online channels including search marketing, display, retargeting, affiliate, social media networks and mobile. Experience with behavioral and content marketing is a plus.

The ideal candidate understands that customer acquisition is about both push and pull marketing, and that most customers need to be "nurtured" before they convert. This is a key position within the Grad marketing, and is responsible for developing customer acquisition, nurturing, and conversion marketing programs to drive sales while maintaining our brand strategy and strong market position.

This is a challenging position that will demand both a keen marketing sense and strong multi-tasking skills to meet challenging goals for our business. The Senior Manager will be required to think on a strategic level and must be able to roll up their sleeves to complete hands-on tasks.

This position reports to the Vice President of Grad Marketing and will work cross functionally across various teams within Kaplan Test Prep.

Responsibilities
Segmentation and Targeting
* Work with various team members to develop a quantitatively-derived, fact- and insight-based segmentation framework that identifies and prioritizes the highest potential to allocate marketing resources and maximize revenue
* Model the current customer database to better target new customers through promotions, offers and targeted media purchases
* Develop campaigns and behavioral marketing programs tailored for each database segment

Lead Acquisition, Nurturing, and Conversion
* Set lead and acquisition targets, and develop execution strategies for each product and marketing campaign
* Manage team of inbound and outbound marketers to achieve the optimal number of net new leads, and optimal cost-per-lead and cost-per-acquisition targets
* Develop and manage an offer segmentation strategy based on a customer profile segmentation that takes into account the buying cycle, channel mix and lifecycle behavior.
* Manage lead conversion and develop nurturing programs to effectively keep leads warm and move them through the funnel
* Partner with various teams to leverage learnings from media optimization and multivariate testing

Marketing Planning and Activation
* Serve as the marketing planning hub for lead acquisition, nurturing, and conversion programs
* Work with Sales and the VP of Marketing to develop offers and promotions that drive sales, while understanding and balancing the implications of new offers on target consumers and current lead base.
* Manage two inbound marketers and an outbound marketer directly and work with cross-functional teams to drive successful end-to-end campaign definition, development and execution
* Develop and oversee a strategy to boost the quality of traffic Grad receives from marketing partnerships.
* Work closely with National Marketing to maximize traffic from affiliates.
* Work closely with web design team to create, manage and optimize landing pages tied to ad campaigns
* Work with Sr Marketing and Business Analyst to maintain reporting infrastructure, including performance tracking and forecasting

Desired Skills & Experience
* Strong quantitative and analytical skills
* Demonstrated focus on end-to-end customer experience, increasing the likelihood that prospects become customers and customers become advocates
* Proven ability to manage and motivate a team of direct reports, with a commitment to talent development
* Direct experience marketing via online channels including search marketing, display, retargeting, affiliate, mobile, and social media networks.
* Proven, successful track record of increasing acquisition, nurturing, and conversions while managing against aggressive revenue goals
* Ability to work in a dynamic environment and interact with all levels and functional groups within the company
* Demonstrated ability to prioritize, self-start and contribute under pressure and tight deadlines
* Highly organized, creative and critical thinker
* BA/BS degree required
* 5-7 years experience in online and acquisition marketing

Job Requirements

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Country: USA, State: New York, City: New York, Company: Kaplan Test Prep.