The Senior Manager, Student Go-to-Market (GTM) is responsible for leading the strategy, planning, execution, and optimization of student lifecycle marketing initiatives designed to improve student engagement, persistence, course progression, and re-entry of students out of attendance. Serves as a strategic leader within the Student Experience team, identifying growth opportunities, developing testing roadmaps, advancing AI-driven marketing capabilities, and expanding emerging channels to support university enrollment and retention objectives. The Senior Manager partners closely with Marketing, Analytics, Student Services, Product Teams and Operations teams to develop and execute data-driven strategies that improve the student experience while driving measurable business outcomes.
WHAT YOU’LL DO:
1. Develop and execute go-to-market strategies designed to improve student engagement, persistence, progression, re-entry, and other key business outcomes across the student lifecycle.
2. Identify growth opportunities and develop strategic recommendations, business cases, and optimization plans that support university goals and improve student outcomes.
3. Develop, manage, and optimize testing roadmaps, including A/B and multivariate testing strategies, to drive continuous improvement and measurable business results.
4. Monitor and analyze campaign, channel, and program performance; translate insights into actionable recommendations that improve engagement, conversion, and retention outcomes.
5. Lead the strategy, planning, execution, and optimization of direct mail programs, including audience selection, print production, vendor management, testing, measurement, and performance reporting.
6. Develop and optimize integrated communication strategies across multiple channels, including email, SMS/MMS, direct mail, web, video, and emerging channels.
7. Partner with Agile product teams and cross-functional stakeholders to develop marketing briefs, align priorities, and successfully execute go-to-market initiatives.
8. Collaborate with analytics, technology, operations, legal/compliance, student services, creative, list vendors and channel teams to bring strategic initiatives to life and ensure successful execution.
9. Leverage artificial intelligence (AI) tools and prompt development techniques to improve marketing effectiveness, operational efficiency, personalization, and testing capabilities.
10. Present strategic recommendations, performance insights, and business results to leadership and key stakeholders, influencing decision-making and future investment opportunities.
11. Build strong relationships across the organization and serve as a strategic partner to stakeholders in support of Student Experience objectives.
12. Perform other duties as assigned or apparent.
NOTE: The Primary Accountabilities above are intended to describe the general content and requirements of the position and are not intended to be an exhaustive statement of duties. Incumbents may perform all or most of the Primary Accountabilities listed above. Specific goals or responsibilities will be documented in incumbents’ performance objectives as outlined by the incumbents’ immediate manager.
Supervisory Responsibilities:
None
