The Direct Marketing Specialist reports to the Director of Digital Marketing and is responsible for developing, executing, maintaining, and analyzing marketing automation and personalization campaigns within the marketing team. The ideal candidate will be a strategic thinker who is also able to implement the marketing automation campaigns and provide actionable insights for optimizing them.
Create landing pages, emails, and other digital assets for marketing campaigns
Work with teams to translate marketing requirements into functional campaigns within marketing automation, CRM and other marketing systems
Build testing frameworks (A/B testing, multivariate testing) for continuous optimization of conversion rates
Define and manage the marketing infrastructure and customization of the marketing automation platform including business rules, scoring, multi-touch nurture, profiling, personalization, segmentation, workflows and reporting
Manage email deliverability, database hygiene, subscription management and compliance with opt-in laws and regulations
Define, implement, maintain and document marketing automation best practices including list management, optimization, data quality, hygiene and troubleshooting
Understand the bi-directional data structures with university CRM systems for data integration; work with administrators to coordinate integration with CRM; work with marketing platforms to troubleshoot issues and provide team support
Lead the creation and management of dashboards and closed loop reporting that tracks: campaign effectiveness, prospect engagement, funnel advancement, scoring optimization, and lead conversion
Analyze all lead generation campaigns; identify opportunities for campaign optimization and areas in the pipeline requiring additional marketing support
Assist with building new digital marketing campaigns
3- 5 years digital marketing experience, marketing automation experience preferred
Bachelor's degree in Computer Science, Marketing or related field
Experience with email service providers
Hands-on experience using automation and real-time personalization tools (HubSpot, Marketing Cloud, Marketo, Eloqua, Pardot, etc) to support acquisition and retention efforts a plus
HTML and CSS experience required
Experience with content management systems, Drupal preferred
Strong project management/organizational skills with the ability to successfully manage multiple projects simultaneously for different teams targeting different audiences
Strong analytical skills and experience reporting on campaign data
Experience using qualitative and quantitative metrics to manage programs to drive marketing goals
Posting #: FY171P10342
Bentley University is an Equal Opportunity Employer, building strength through diversity. The University is committed to building a community of talented students, faculty and staff who reflect the diversity of global business. We strongly encourage applications from persons from underrepresented groups, individuals with disabilities, covered veterans and those with diverse experiences and backgrounds.
We strive to create a campus community that welcomes the exchange of ideas, and fosters a culture that values differences and views them as a strength in our community.
Bentley University requires reference checks and may conduct other pre-employment screening.
Bentley University is one of the nation's leading business schools, dedicated to preparing a new kind of business leader and one with the deep technical skills, the broad global perspective and the high ethical standards required to make a difference in an ever-changing world. To achieve our goal, we infuse our advanced business curriculum with the richness of a liberal arts education. The results... are graduates who are making an impact in their chosen fields and turning their passions into success stories. Located on a classic New England campus just minutes from Boston, Bentley is a dynamic community of leaders, scholars and creative thinkers.