Summary

Reporting to the Executive Director, Website & CRM Marketing, the Senior Marketing Manager - CRM Marketing will be responsible for overseeing, managing, and evolving the CRM campaigns and outcomes across West Coast University (WCU) and American Career College (ACC). This role will help to strengthen customer satisfaction, loyalty, conversion, and retention - through effective lead management and lead nurturing strategies and execution - leveraging extensive knowledge and experience with Salesforce and Salesforce Marketing Cloud.

The position works closely with Performance Marketing, Brand & Content Marketing, Admissions, Operations, Campus Leadership, IT, Legal and Compliance, and other Campus Support Services teams across the enterprise.

Essential Functions & Responsibilities

• Lead all CRM and lead nurturing strategies to optimize lead performance and conversion - delivering a CRM Center of Excellence for the organization.
• Utilize analytics to track performance, inform decision-making and improve conversion rates.
• Oversee the optimization of Salesforce CRM to enhance customer data management, streamline processes, and improve overall efficiency.
• Create and manage email/text campaigns and journeys that nurture leads, drive customer engagement, and enhance retention.
• Utilize customer data and analytics to gain insights into customer behavior, preferences, and trends, and leverage these insights to improve CRM strategies.
• Identify trends and insights from each channel including open rate, CTR, and conversion rate.
• Create clear and concise reports visualizing CRM campaign performance data for stakeholders.
• A/B test different elements to determine the most effective journeys, creative, calls to action, and content.
• Partner with the SEO team to create meaningful content that will resonate with the audience and drive engagement and conversions.
• Collaborate with cross-functional teams to align content with business goals.
• Ensure that all content aligns with College/University’s brand guidelines and maintains a consistent and compelling voice.
• Continuously monitor industry trends and best practices in CRM strategies—including both existing and emerging AI solutions – to enhance the user experience and deliver forward-thinking, impactful marketing strategies.
• Stay up to date on features and capabilities of Salesforce Marketing Cloud and best practices for implementation.
• Adheres to College/University policies and procedures and conducts job responsibilities in accordance with the standards set out in the College/University’s Code of Ethical Conduct, Compliance Agreement, Sexual Harassment Policy or any of its policies and procedures, applicable federal and state laws, and applicable professional standards.
• Maintains regular and timely attendance, reports to work as scheduled and as required to meet the needs of the College/University and assures time worked and/or time-off is recorded properly.
• Maintains order, cleanliness and safety at work.
• Performs other duties as assigned.

Minimum and Preferred Qualifications

• Bachelor’s degree in Marketing, Business Administration or related field.

Experience & Skills

• 5 - 7 years of experience in CRM marketing.
• Extensive experience with Salesforce CRM, including customization, integration, and optimization.
• Extensive working knowledge of Salesforce Marketing Cloud (SFMC) including Data Extensions, Automation Studio, and Audience Segmentation.
• Solid database and data management experience – including the ability to manage large datasets for email / text campaigns.
• Firm understanding of testing and optimization techniques and disciplines (A/B testing)
• Strong understanding of security and compliance standards including data privacy laws (GDPR, CCPA) and email compliance (CAN-SPAM)
• Solid performance analytics experience – including the ability to identify and elevate key insights that may inform future strategies and tactics specific to growth, retention and brand performance.
• Demonstrated expertise in creating and managing email journeys.
• Experience in CRM strategy development and management - as well as targeting and segmentation.
• Strong leadership, communication, and presentation skills.
• Strong interpersonal, collaborative, and organizational skills.
• Strong project/time management and multitasking abilities.
• Ability to present CRM performance data in clear and concise dashboards and reports for stakeholders.
• Ability to work comfortably with high ranking executives in the development and approval process.
• Ability to work comfortably and efficiently in a collaborative setting
• Excellent project management skills.
• Ability to take initiative and work proactively.
• Ability to lead and motivate a team.
• Experience in higher education is valuable, but not required.

Do you want a career that allows you to make a difference in other people’s lives? Discover what it means to truly believe in the work that you do at West Coast University.

At West Coast University, we have the privilege of educating students seeking careers in healthcare and guide them through their transformational journey from student to caregiver. Our associates are united behind that purpose and share a deep commitment to our values of teamwork, collegiality, transparency, and a student-centric approach to all we do. This focus creates an aligned, nimble, and consensus-driven culture that is solution-oriented and supports our associates’ professional growth.

West Coast University is proud to be an equal opportunity employer. We embrace diversity and are dedicated to creating an inclusive environment for all associates.

Hired applicants may be eligible for benefits, including but not limited to, medical, dental, vision, flexible spending accounts, 401(k) match, paid time off, holidays, parental leave, tuition reimbursement, adoption assistance, health savings accounts, employee discounts, commuter benefits, and company paid life, AD&D and LTD insurance.