Director of Lifecycle Marketing

This is a fully remote position, open to applicants in United States.

📋 Description

• Establish the strategy and develop automated systems that guide prospective students from initial inquiry to enrollment.

• Take ownership of the lifecycle roadmap and outline the prospective-student journey.

• Design, configure, and continually enhance lifecycle systems across inquiry, application, admission, enrollment, re-inquiry, alumni engagement, and long-term nurturing stages.

• Architect and execute always-on, triggered, and term-based automated journeys.

• Enhance conversion rates from email-assisted inquiry to application, application to enrollment, and overall inquiry to enrollment.

• Develop nurturing and re-engagement strategies for high-intent prospects, stalled applicants, leads with no contact, future-term prospects, and those with extended consideration cycles.

• Create testing roadmaps that encompass messaging, cadence, channel, offer, creative elements, calls to action, and enrollment transition.

• Direct segmentation and personalization efforts utilizing behavioral, demographic, program-interest, funnel-stage, engagement, and marketing-source data.

• Collaborate with paid media and analytics teams to activate first-party audiences and suppress leads that have converted or are deemed ineligible.

• Define performance standards for the lifecycle, including dashboards and operational reviews linking engagement to applications, enrollments, cost per enrollment, and incremental value.

• Oversee marketing automation architecture, which includes workflows, triggers, decision logic, data dependencies, integrations, campaign governance, documentation, quality assurance, deliverability, and data hygiene.

• Manage relationships with stakeholders across Enrollment, Marketing, Technology, Analytics, and external partners.

• Develop lifecycle strategies, journey maps, roadmaps, playbooks, technical specifications, and operational processes.

• Collaborate with Enrollment leadership on contact strategies, lead prioritization, messaging, service-level expectations, and feedback mechanisms.

• Ensure compliance of lifecycle communications with privacy, consent, accessibility, and institutional requirements, including standards for email and SMS.

• Engage with students and ACE employees in real-time through online and electronic media.

⛳️ Requirements

• Bachelor's degree in marketing, business, analytics, or a related discipline.

• A minimum of 7 years of progressive experience in lifecycle, CRM, or conversion marketing.

• At least 3 years of practical experience owning, designing, and crafting complex email and SMS automation systems.

• Extensive hands-on expertise in journey configuration, segmentation, trigger and decision logic, branching, personalization, testing, quality assurance, troubleshooting, and channel orchestration across email and SMS.

• Proven success in improving conversion rates throughout a multi-step customer journey with long or variable consideration cycles.

• Advanced understanding of enterprise CRM and marketing automation platforms.

• Familiarity with Microsoft Dynamics 365, Marketo, Click Dimensions (Click), or similar tools is preferred.

• Advanced experience in designing automated journeys, segmentation, trigger logic, personalization, experimentation, and channel orchestration across email and SMS.

• Strong analytical skills to assess cohorts, funnel progression, incrementality, cost efficiency, and business outcomes.

• Capability to set lifecycle strategy, visualize comprehensive journeys, prioritize roadmaps, and convert strategy into technical specifications, campaign briefs, measurement plans, and operational processes.

• Excellent stakeholder leadership and communication abilities across Marketing, Enrollment, Technology, Analytics, and executive leadership.

• Basic knowledge of email deliverability, consent management, data governance, CAN-SPAM, TCPA, FERPA, and accessibility issues.

• Ability to work autonomously with minimal supervision.

• Outstanding communication, organizational, time management, analytical, and problem-solving skills.

• Must support and align with the College's Impact mission.

• Minimum internet bandwidth of 50Mbps download and 5Mbps upload required for remote work.

• Candidates must not reside in Alaska, Washington D.C., Massachusetts, South Dakota, or Alabama.

🏝️ Benefits

• Eligibility for annual bonuses for all full-time employees.

• Comprehensive medical, dental, and vision insurance.

• Options for HSA and FSA.

• Paid parental leave.

• Paid volunteer time.

• Tuition reimbursement and reduction programs.

• Generous paid time off (PTO).

• 401k plan with employer matching.

• Full-service wellness and Employee Assistance Program (EAP).

• Employee recognition and awards initiatives.

• Employer-funded life and accidental death & dismemberment insurance.

• Short-term disability coverage.

• Employer-covered long-term disability.

• Virtual-first work environment.

• Inclusive workplace culture.

• Remote work opportunities.

• Access to AI tools that enhance efficiency, accuracy, and productivity.