Reporting to the Director of Marketing Services and managing a small marketing automation team, the Assistant Director of Marketing Automation is responsible for driving growth of our student prospect pool and conversion to enrollment. This position is a key role for the marketing department in defining and executing strategic plans that drive new leads, capture opportunities among existing leads and students leveraging the potential of the investment in Salesforce and HubSpot. This position will be the subject matter expert in marketing automation for the Division of Continuing Education (DCE) and will stay current on trends in digital marketing, automation, and direct marketing to help position DCE as a leader in the space. This position will partner with Harvard Extension School, Professional Development, Summer School Marketing, and MIS leaders to create and develop strategic marketing plans.
The Assistant Director oversees and executes strategic plans, manages data, systems, and reporting, acts as a primary administrator of the platform, advances the use of Salesforce and HubSpot, and leverages best practices in Higher Ed marketing automation.
Other duties and responsibilities include:
Implement event and trigger-based communications and work to establish funnel-based metrics within the CRM and automation tools to track leads to enrollment
Develop, automate, and test behavioral email customer journeys, newsletters and multi-touch promotional campaigns across a wide range of online channels and targeted segments.
Represent DCE Marketing Strategy in relevant task forces, work groups, and critical technology and regulatory decisions that impact marketing, GDPR, TargetX and other technical solutions
Manage the development of reports, dashboards, and track analytics that help the Division understand the impact of CRM campaigns against growth goals
Determine and define business requirements prospect segmentation, process design and prototyping, configuration, testing, training and support procedures for the successful implementation of strategic direct marketing initiatives
Responsible for building targeted audience segments based on email behavioral data and CR< attributes. Set up and deploy email campaigns including: automations, triggered emails, one-off user-initiated emails and A/B tests to improve campaign performance
Maintain and document technical processes and marketing automation and procedures, programs and workflows.
Establish and manage relationships with 3rd party vendors to support marketing automation and campaign execution for the DCE portfolio
The Division of Continuing Education (DCE) comprises several entities serving about 30,000 students annually. The Harvard Extension School, the Harvard Summer School, the Harvard Professional Development Programs and the Harvard Institute for Learning in Retirement allow Harvard to serve the learning needs of students across their life. For more than a century, Harvard Extension School has made Harvard faculty and teaching accessible to a diverse community of local, national, and international students. Harvard Extension School enrolls approximately 16,000 students per year in approximately 46 graduate and undergraduate liberal arts and professional fields. More than 1,500 open enrollment courses are offered year-round with over 600 available online are offered at affordable prices to our communities across the world. Harvard Summer School offers approximately 450 courses on the Harvard Campus to 10,000 secondary school, college and adult learners and more than 30 international study abroad programs for up to 600 students each summer. The Division also includes the Harvard Institute for Learning in Retirement with approximately 550 active members and Harvard Professional Development Programs offering 80 short noncredit courses to almost 4,000 learners annually.
All formal offers will be made by FAS Human Resources.
Harvard offers an outstanding benefits package including:
Time Off: 3 - 4 weeks paid vacation, paid holiday break, 12 paid sick days, 11.5 paid holidays, and 3 paid personal days per year.
Medical/Dental/Vision: We offer a variety of excellent medical plans, dental & vision plans, all coverage begins as of your start date.
Retirement: University-funded retirement plan with full vesting after 3 years of service.
Tuition Assistance Program: Competitive tuition assistance program, $40 per class at the Harvard Extension School and discounted options through participating Harvard grad schools.
Transportation: Harvard offers a 50% discounted MBTA pass as well as additional options to assist employees in their daily commute.
Wellness options: Harvard offers programs and classes at little or no cost, including stress management, massages, nutrition, meditation and complimentary health services.
Harvard access to athletic facilities, libraries, campus events and many discounts throughout metro Boston.
Salary Grade: 058
Union: 00 - Non Union, Exempt or Temporary
Bachelor's degree in Marketing, Communications, Business, Business Analytics, or related field
7+ years of experience working with a dynamic marketing team and a minimum of 4 years' experience managing a marketing automation platform (i.e. HubSpot, Pardot, Marketo) along with Salesforce.
Strong project and stakeholder management skills, and the ability to set and maintain priorities in a very busy department.
Demonstrated understanding of marketing analytics for demand generation marketing.
Self-motivated, quick learner with the ability to plan and collaborate effectively with stakeholders.
Able to identify opportunities for improvement, research solutions, implement plans, assess performance, and communicate recommendations for optimization.
Stay up to date with the latest trends and best practices in marketing automation.
Extensive use of various marketing automation platforms (e.g., HubSpot, , Marketo, Pardot) from execution of programs to systems design, database management and administration perspectives preferred.
EQUAL OPPORTUNITY EMPLOYER: We are an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability status, protected veteran status, or any other characteristic protected by law.
Internal Number: 51653BR
About Harvard University Division of Continuing Education
Harvard University is devoted to excellence in teaching, learning, and research, and to developing leaders in many disciplines who make a difference globally. The University, which is based in Cambridge and Boston, Massachusetts, has an enrollment of over 20,000 degree candidates, including undergraduate, graduate, and professional students. Harvard has more than 360,000 alumni around the world. The University has twelve degree-granting Schools in addition to the Radcliffe Institute for Advanced Study, offering a truly global education. Established in 1636, Harvard is the oldest institution of higher education in the United States.