Marketing Automation Specialist, Sub - Saharan Africa at IDP Education Ltd

Role Purpose

• The Marketing Automation Specialist is responsible for planning, developing, and implementing marketing automation campaigns to nurture leads and drive conversions throughout the customer lifecycle. They will collaborate with key stakeholders to define best practices and ensure targeted communication reaches IDP's core audience.

Marketing Automation And Lead Nurturing

What would you do for us?

• Plan, develop, and execute automated marketing campaigns across various channels (email, SMS, social media) to drive engagement and conversion across SSA Offices
• Segment audiences and optimize campaigns for increased effectiveness.
• Develop optimized content and messaging, email templates, and asset tagging in line with brand guidelines.
• Oversee and implement lead-scoring processes and customer nurturing campaigns.
• Analyze potential gaps and opportunities in the sales funnel and create automated campaigns to improve conversion.
• Develop and provide periodic reports on marketing automation metrics and trends.
• Conduct A/B testing on subject lines, email copy, layouts, and CTAs to drive conversion improvements.
• Ensure cross-browser/email compatibility through testing.

Creativity & Innovation

• Think "outside the box" to identify new and innovative ideas to improve lead nurturing campaign efficiency.
• Create online content aligned to influence various customer personas as part of the marketing strategy.

Collaboration

• Lead, develop, and maintain a high-performing team to deliver IDP's key marketing objectives.
• Set clear performance targets for key team KPIs.
• Regularly meet with country teams to discuss results and best practices.

Reporting

• Provide monthly reports to key stakeholders on the standard KPIs of marketing automation campaigns.

Financial Management

• Manage budget and resource allocations effectively to deliver business priorities.
• Exercise appropriate stewardship over IDP assets and intellectual property.

Required Experience

• A master's or bachelor's degree in marketing or a related field.
• 4-6 years of demonstrable experience delivering high-quality marketing solutions with positive, measurable results.
• Strong understanding of marketing automation workflows and lead nurturing processes.
• Excellent budget management and cost-benefit analysis skills.
• Highly effective planning and organization skills with the ability to manage multiple competing priorities.
• Creative thinker with the ability to develop contemporary marketing content.
• Highly effective relationship-building and relationship-management skills.
• Ability to read, analyze, and interpret information effectively.
• Fluent in English with excellent communication skills across all key methods (oral, written, and nonverbal).
• Problem-solving skills and the ability to implement creative solutions.

Tech-Savvy

• Proficient with marketing automation platforms, CRM systems, and data analysis tools.
• Experience with data visualization tools (Tableau, Power BI)
• Experience with SQL or another data query language
• Experience with demand generation and lead nurturing campaigns
• Experience with marketing attribution modeling
• Experience with marketing budgeting and forecasting