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Sallie Mae · 4 hours ago

Email and CRM Strategy Lead

Newark, DE

Full-time

Hybrid

Senior Level

5+ years exp

Sallie Mae is committed to empowering students on their educational journey. The Email and CRM Strategy Lead will lead the strategy and execution of email marketing programs, focusing on automation and CRM optimization to enhance customer engagement and conversion rates.

Financial ServicesHigher Education

Comp. & Benefits

Responsibilities

Email Automation & Journey Building: Design and implement automated workflows that deliver personalized experiences across the customer lifecycle

CRM Program Optimization: Manage and enhance CRM systems to improve segmentation, targeting, and campaign performance

Program Management: Oversee planning, execution, and reporting for email marketing initiatives, ensuring alignment with overall marketing goals

Performance Analysis: Monitor KPIs, analyze results, and optimize campaigns for continuous improvement

Develop and implement marketing automation strategies that align with business objectives for our Loan Funnel Program and other high-value automated programs

Design multi-channel customer lifecycle journeys across email, SMS, push notifications, and in-app messaging to deliver high-impact marketing initiatives

Partner with cross-functional teams, including sales, data analytics, product, and content, to define campaign architecture and optimize strategies

Develop and manage lead scoring practices to identify and prioritize marketing-qualified leads

Build and execute automated marketing campaigns and workflows using a marketing automation platform (e.g., Zeta Marketing Platform, Salesforce Marketing Cloud, HubSpot)

Create and manage audience segmentation based on data from CRM and other integrated technologies to maximize relevance and engagement

Maintain integrations between the marketing automation platform and other systems (e.g., CRM) to ensure a seamless flow of data

Ensure all marketing communications adhere to financial regulations and data privacy laws (e.g., CAN-SPAM, GDPR)

Conduct A/B testing on marketing automation workflows and digital assets to improve engagement and conversion rates

Analyze campaign performance, customer behavior, and engagement metrics to identify actionable insights for continuous improvement

Create and share reports and dashboards to provide key stakeholders with performance summaries and measure success against KPIs

Serve as the in-house subject matter expert for marketing automation, providing guidance and support to internal users

Perform quality assurance (QA) on automated programs and digital assets to ensure accurate implementation

Maintain data quality and hygiene within the marketing automation platform

Qualification

Marketing automationCRM optimizationEmail marketingDigital marketing strategyData analysisLead scoringFinancial services experienceHTML knowledgeTeam managementCommunication skillsProject managementProblem-solving

Required

Proven track record of developing and implementing successful digital marketing strategies that have driven business growth

Strong knowledge of digital marketing channels, platforms, and best practices, including SEO, SEM, social media advertising, email marketing, content marketing, and analytics tools

Experience with marketing automation platforms, CRM systems, and web analytics tools

Excellent analytical and problem-solving skills, with the ability to interpret data and make data-driven decisions

Strong leadership and team management skills, with the ability to motivate and inspire a team of digital marketing professionals

Exceptional communication and interpersonal skills, with the ability to collaborate effectively with cross-functional teams and external partners

Preferred

Bachelor's degree in Marketing, Business, or a related field

5+ years of experience in marketing automation and digital marketing, with experience preferably in financial services

Hands-on experience with a major marketing automation platform, such as Zeta Marketing Platform, Salesforce Marketing Cloud, or HubSpot – Zeta strongly preferred

Strong analytical skills with the ability to interpret data and make data-driven decisions and recommendations

Familiarity with CRM systems, specifically their integration with marketing automation

Excellent communication, organizational, and project management skills

A strong understanding of compliance and regulations relevant to the financial services industry

A strategic mindset with a focus on problem-solving and process optimization

Working knowledge of HTML is a plus