The Email Marketing Strategist is a member of the Carlson School of Management’s Marketing & Communications team that provides strategic marketing services to all academic, research, institutional advancement, school administrative units and more, that serve audiences including prospective students, faculty, researchers, alumni and corporate partners.
Reporting to the Sr. Digital Marketing Manager, the Email Marketing Strategist is responsible for the planning and day-to-day, hands-on execution of email marketing campaigns in support of business partner objectives. This includes creation and QA of campaigns, segments, journeys, and analyzing performance within the Sales force Marketing Cloud platform (formerly Exact Target).
Strategize and Execute Carlson School Email Marketing Campaigns - 75%
Collaborate with core business partners throughout the school to define each of their unique needs in order to recommend strategy, develop and execute core email campaigns that support department strategic goals.
Design and modify new and existing responsive template designs within Salesforce Marketing Cloud (SMC).
Understand technical capabilities within SMC in order to execute desired functionalities (dynamic content, list segmentation, AMP Scripts, journeys, UTM tracking etc.)
Monitor, analyze, and report on email campaign performance, identify trends/opportunities, recommend optimizations when appropriate to improve email performance. Present reports and recommendations for improvement to business partners and cross-functional team members.
Conduct ongoing testing (subject line, creative, click, segmentation, product, etc.) to compare metrics and apply learned insights to improve the customer experience and optimize performance of future campaigns
In partnership with members of the digital marketing team, manage holistic digital experience of emails and how that translates to completed KPI goals (lead capture forms, landing pages etc.)
Perform Quality Assurance testing on emails through Litmus and test deployments to ensure content accuracy, rendering across email devices and browsers, link functionality and adherence to CAN-SPAM.
Initiate and manage significant strategic partnerships within the business units of the Carlson School of Management.
Liaison to University SMC user group – Participate in University-wide SMC user group to share and gain knowledge of best practices.
Liaison to Carlson School IT- Build partnership with Carlson IT and participate in planning of future technologies and integrations.
Create and provide training tools and other resources for internal partners to effectively manage their emails within SMC and implement best practices and brand standards.
Conduct regular check-in’s with SMC users at the Carlson School
Provide high-level quality, accuracy, and responsiveness of work.
Email Administration - 10%
Provide school-wide support to introduce and train new users in Salesforce Marketing Cloud (SMC).
Serve as the lead technical advisor and subject matter expert for SMC email platform school wide.
Required qualifications, Knowledge, Skills, and Abilities:
Bachelor’s degree in Communications, Journalism, Marketing, or a related field, plus four years of relevant professional experience.
Experience with Email Service Provider tools. Preference given to experience with Salesforce Marketing Cloud.
Experience with HTML coding, inline CSS (i.e. creating tables, links, etc.), and alt text.
Experience with the Adobe CC Suite
Understanding and ability to create and use email data extension
Demonstrated writing, communication, and proofing skills.
Proven record for problem solving, project management and successful completion of complex projects.
Two years or more experience with email service provider SMC including ability to use AMP script, the SMC scripting language for messaging.
Experience with Google Analytics.
Ability to handle multiple details and deadlines simultaneously, and easily move between strategic and tactical work.
Experience managing data analysis and audience segmentation.
CAN-SPAM compliance knowledge.
Experience training users in a technical environment
Internal Number: 326951
About University of Minnesota, Twin Cities
The University of Minnesota, founded in the belief that all people are enriched by understanding, is dedicated to the advancement of learning and the search for truth; to the sharing of this knowledge through education for a diverse community; and to the application of this knowledge to benefit the people of the state, the nation, and the world.