Email and Digital Marketing Manager

Lexia Learning - Multiple Locations or Remote - Full time

Email and Digital Marketing Manager

Position Overview:

We are searching for a highly-creative Email and Digital Marketing Manager to lead our digital marketing team. In this position, you will be responsible for all aspects of our digital marketing operations. Your central goal is to help grow our brand’s influence while also increasing customer acquisition, lead generation and nurturing.

The Email and Digital Marketing Manager responsibilities include promoting Rosetta Stone Education’s programs through digital platforms and creating marketing strategies. Your duties will include planning, implementing, and optimizing our digital marketing campaigns across all digital platforms. Your main duties include running email and digital marketing campaigns end-to-end, managing email databases and digital marketing campaigns. Our ideal candidate will also be someone with experience in online marketing including digital advertising (SEM/PPC), content syndication and social media management (paid and organic).

In addition to being an outstanding communicator, you will also demonstrate excellent interpersonal and analytical skills.

Core Responsibilities:

  • Work as an extension of the demand gen, field marketing and customer marketing teams to drive customer acquisition, lead management and nurturing projects to increase funnel velocity and opportunity conversion.
  • Design full “customer journey” campaign strategies to bring prospects from acquisition to purchase.
  • Develop, implement, and continuously evolve best practices for email and online marketing across channels.
  • Own the planning, quality assurance framework and execution of email and online marketing campaigns: this includes product, promotional and triggered email, content syndication, as well as, paid display, search and social advertising.
  • Own end-to-end implementation and sending of email and digital marketing campaigns, including strategy, planning, segmentation, execution, testing, deployment, analysis and optimization.
  • Work with stakeholders across the marketing organization to develop processes to ensure that email and online marketing is executed in support of brand strategy and in accordance with best practices.
  • Collaborate with internal partners to scope projects, establish project deadlines, track progress, and complete projects of the highest quality within scope / requirement parameters.
  • Build credibility and nurture a strong working relationship with the team, becoming a resource and a partner who can easily demonstrate familiarity with their business, offers, key performance indicators, go to market strategy, and goals.
  • Act as a connection between the technology platforms, their capabilities and marketing goals, to advise best approach and drive execution and improvement over time.
  • Actively participate in overall marketing operations, lead management, and campaign execution to drive digital demand generation and paid media campaigns.
  • Build and manage a best-in-class email and digital marketing team.
  • Help to set appropriate KPIs for email and digital marketing and ensure that targets are met or exceeded for all Rosetta Stone Education brands.
  • Suggest methods for improvements.

Thought Leadership

  • Contribute thought leadership to drive overall performance and brand growth efforts, including making omnichannel strategy and marketing technology recommendations.
  • Help to define cross-brand strategy and drive implementation.
  • Stay informed about industry developments and quickly incorporating new best practices.
  • Work in a collaborative team environment to consistently exceed expectations.
  • Facilitate production meetings to plan and prioritize requests and adjust course as necessary.
  • Analyze campaign results including open and click rates, lead results.

Email Marketing

  • Lead all aspects of the daily execution, optimization, and analysis of email marketing.
  • Coordinate the complete email production process including QA, approval, scheduling, and deployment of all one-time, automated, and triggered email campaigns.
  • Analyze results and find opportunities for testing and optimization.
  • Run A/B tests, track, share, and apply findings to future emails to improve conversion.
  • Partner with the Product, Customer Success and Engineering teams to implement product enhancements that will improve customer experience across platforms (web, mobile, app) and improve marketing ecosystem.
  • Examine email strategies of key competitors and other brands outside of the industry to understand trends.
  • Manage email reputation, email sending practices and closely monitor standards established by Internet Service Providers (ISPs) to avoid spam filters, optimize bounce rate, complaint rate and spam trap hits across brands.
  • Upgrade our email templates using graphics, personalization and advanced features.
  • Develop strategies driven by data that are designed to nurture and further engage existing users that will lead to repeat visits and connections and long-term retention with the brand.
  • Build, execute, and optimize marketing automation campaigns across the user lifecycle, with a focus on email and mobile marketing.

Digital Marketing

  • Work with stakeholders in demand gen, field marketing and customer marketing teams to strategize, execute and manage inbound activity on our websites and social media.
  • Provide support in placing and tracking online advertising across multiple sites.
  • Establish and govern SEO plans across matrixed marketing teams.
  • Establish and govern PPC Google Ads, Bing, and other advertising programs, including, social media, programmatic, retargeting, geo fencing, trade advertising and account based advertising campaigns.
  • Co-develop Social Media strategy with Demand Generation Team and build social media audience.

Digital Operations and Execution

  • Own end-to-end project management of key initiatives which includes development of lead management plans, requirements documentation, progress tracking, troubleshoot issues across the entire lead life cycle.
  • Segment lists based on behaviors like past email engagement and website interactions.
  • Develop documentation and road maps for processes, A/B tests, and promotions that succeed through email.
  • Identify and select email and digital marketing and personalization tools that satisfy business needs and working with marketing and sales operations to implement integrations.

Best Practices and User Support

  • Build and implement email and digital marketing innovation and test-and-learn roadmaps.
  • Design and oversee execution of testing frameworks to support email and digital marketing performance optimization.
  • Utilize and provide training on Eloqua and other email and digital marketing tools.

Data Analytics and Tracking

  • Partner with analysts to dive deep into performance data and build new models to support optimization and growth efforts.
  • Conduct weekly analysis and reporting on campaign data such as CTR, open rates, and deliverability for continual optimization.

Qualifications:

  • 10+ years of experience in email and digital marketing.
  • Expertise in lead funnel optimization and progression management.
  • Proficiency in marketing automation technology, Salesforce and Eloqua preferred.
  • Proven leadership experience in managing multiple functions.
  • Strong organizational and project management skills.
  • Strong ability to both think strategically and roll up sleeves to implement.
  • Proven track record in planning, budgeting and forecasting.
  • Ability to model complex business questions and issues.
  • Ability to problem-solve even in ambiguous environments.
  • Proficiency in marketing automation technology.
  • Knowledge of SEO/SEM and Google Analytics.
  • Familiarity with analytical and database tools.
  • Excellent written communication and copywriting skills.
  • Strong project management skills.
  • An ability to work under tight deadlines.
  • Hands on experience with HTML and content management systems.
  • Experience with demand generation, account-based marketing, or paid media is a plus.

We Are Marketing

We are a focused team of marketing experts, poised to create unique and memorable experiences through the limitless power of learning. We’re part of an elite group, entrusted with a brand that over decades has been respected and admired for helping millions of people around the world use language to connect in ways that unlock their true potential and create meaningful relationships. Curious. Collaborative. Determined. Ingenious. If this is how you describe yourself as a marketer, then we’d love to explore how your diverse background and skills can help us to further our mission together.

Working With Us

You'll have the best of all worlds... the opportunity to work with passionate, talented people who are the best in their fields. Rosetta Stone and Lexia full time employees also enjoy a generous vacation policy, outstanding health and financial benefits, and much more.

Employee well-being is first and foremost at Rosetta Stone -- we know that professional success depends on personal health and happiness. That's why we empower you with benefits you can use to succeed in every area of your life, including:

  • Comprehensive health care benefits
  • 401K with 100% matching up to 4% of salary
  • Unlimited vacation policy and 9 paid holidays
  • Legal assistance
  • Tuition reimbursement
  • Parking & transit benefits
  • Caregiver & family support
  • Adoption assistance
  • Pet insurance

...and much more!

At Rosetta Stone we speak, learn, and interact differently, we embrace and thrive on these differences! We deeply benefit from the diversity that each individual has to offer. We are dedicated to fostering a culture that celebrates unique backgrounds, ideas and experiences. Rosetta Stone is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, national origin, age, disability, pregnancy, veteran status or any other status protected by federal, state or local laws.

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Locations

Concord, Massachusetts
Boston, Massachusetts
Arlington, Virginia
Remote

Role

Marketing

Experience Level

Mid Level

Lexia Learning

We are dedicated to helping people change their lives through the power of language and literacy education. Join our passionate, energetic, and international team and add your talents to Who We Are!

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