Marketing Automation Manager

Global University Systems is an international education group that empowers students to transform their lives through education. We believe education drives careers, lives, and society forward, enabling a brighter future for all. Our network of 30 institutions offers the broadest range of industry-relevant skills through inclusive, accessible, and digital-first learning. We currently educate around 122,000 students on campuses worldwide and have 20M+ unique subscribers to our courses. Our global ecosystem powers accessible digital learning and academic achievement.

The Lifecycle Marketing Manager is responsible for planning, developing, implementing, and managing our overall email marketing strategy to drive engagement, retention, and conversions and oversees the entire lifecycle marketing function. This role requires a data-driven approach to campaign optimization, A / B testing, and lifecycle marketing. A key aspect of this role will be maximizing the use of Pardot & SFMC to create impactful campaigns and personalized customer journeys to ensure alignment with broader business objectives and cross-departmental coordination.

Key Responsibilities :

• Campaign Strategy and Execution :
• Oversee the entire lifecycle marketing strategy and develop, implement, and manage email marketing campaigns, including customer onboarding, engagement, retention, and win-back strategies.
• Collaborate with leadership, admissions, and other departments to align marketing initiatives with institutional goals.
• Work closely with the content, design, and product teams to create and deliver engaging emails that drive conversions.
• Leverage Pardot and SFMC for segmented, automated workflows and data integration.
• Audience Segmentation & Personalization :
• Segment lists based on behaviours, demographics, and preferences to tailor campaigns for better engagement.
• Implement personalization strategies within email campaigns to increase open and conversion rates.
• Optimization & Reporting :
• Conduct A / B testing on subject lines, CTAs, email content, and designs to optimize for better engagement.
• Track and analyze email performance metrics, providing insights and recommendations to enhance performance.
• Prepare and present monthly / quarterly reports, analyzing campaign success and areas for improvement.
• Automation and Workflow Management :
• Utilize Pardot and SFMC for automated email workflows, drip campaigns, and lead-nurturing sequences.
• Create and manage automated workflows that improve the customer journey from awareness to loyalty.
• Compliance and List Management :
• Maintain and manage a clean and engaged subscriber database.
• Ensure compliance with GDPR, CAN-SPAM, and other regulations, incorporating double opt-in processes where required.
• Collaboration and Cross-Functional Support :
• Collaborate with sales, customer service, and product teams to align messaging and promote new features and services.
• Provide training and guidance to team members on best practices for using Pardot / SFMC.
• Bachelors / Master's degree in Marketing, Communications, Business, or a related field.
• 5+ years of experience in email marketing, with a strong portfolio of successful campaigns.
• Proficiency in Pardot / Salesforce Marketing Cloud; experience in building and managing automation, workflows, and segmentations.
• Experience with CRM tools (e.g., Salesforce) and integrating marketing systems.
• Strong analytical skills and the ability to interpret data to make informed decisions.
• Familiarity with A / B testing methodologies and optimizing campaigns based on performance insights.
• Excellent written and verbal communication skills, with a keen eye for detail.
• Knowledge of email compliance regulations, including CAN-SPAM and GDPR.

Preferred Skills :

Please note this position is only available on our Consultancy agreement.

We acknowledge receipt of your resume for a position at Global University Systems and sincerely appreciate your interest in our company.

We will screen all applicants and select candidates whose qualifications meet our requirements. We will carefully consider your application during the initial screening and will contact you if you are selected to continue for the next stage of the recruitment process. Please share your CV in English. We wish you every success.

GUS is an equal opportunities employer and positively encourages applications from suitably qualified and eligible candidates regardless of sex, race, disability, age, sexual orientation, or religion or belief.