Manager Global Marketing Automation-IELTS

Short Description
Position : Manager - Marketing Automation

Job Location : Gurgaon, Haryana

About IDP
IDP is the global leader in international education services, delivering global success to students, test takers and our partners, through trusted human relationships, digital technology and customer research. An Australian-listed company, we operate in more than 50 countries around the world.

Our team is comprised of over 7,000 people of various nationalities, ages and cultural backgrounds. Proudly customer-first, our expert people are powered by global technology. Together, we offer unmatched services, helping local dreams become realities, all over the world.

Learn more at

*Role purpose*
The Marketing Automation Manager is responsible for planning, overseeing and implementing marketing automation campaigns for IELTS across network. She/he would be required to empower the businesses to build, grow and convert prospects through automated marketing campaigns and lead nurturing based on triggers, lead scoring at different stages of the customer lifecycle.

*Key accountabilities*
Marketing Automation and lead nurturing for customer lifecycle -

• Plan, develop, and execute cross channel campaigns, interaction campaigns and nurture programs across the student and test taker lifecycle to drive engagement and conversion
• Develop marketing automation campaigns across various channels (email, SMS, Whatsapp, Line, Kakao or other chat applications) and social to improve efficiency
• Understand our customers and segment audiences and optimise campaigns to increase effectiveness
• Develop optimized content and messaging, e-mail / campaign templates in line with the brand guidelines
• Work with App team to identify use cases and setup app campaigns for push and in-app

Driving great UX / UI / Analytics -

• Conduct ongoing A/B testing related to subject lines, e-mail copy, layouts, CTAs etc. that drives conversion improvements
• Meticulously plan and build testing frameworks (A/B testing, multivariate testing etc.) for continuous optimization of deliverability, click-through and conversion rates
• Share improvements in campaigns through adaptive learning from past campaign experiences

Defining lead nurturing opportunities -

• Collaborate with key stakeholders to define best suited workflows for nurturing / automation campaigns and ensure relevant and targeted communications reach our core audience
• Analyse potential gaps and opportunities in the journey and create automated campaigns that improve conversion

Reporting -

• Develop and provide periodic metrics and trends by country as per defined campaign objectives
• Monthly reporting to key stakeholders for standard KPI of marketing automation campaigns
• Create reporting dashboards for stakeholders to analyse campaign performance

Collaboration -

• Regularly meet with teams to define campaign calendars, execute campaigns, review results and adjust basis learnings
• Work closely with Product teams to drive key initiatives, product enhancements across the IELTS journey.
• Actively participate in IELTS Marketing Automation Community and contribute basis experience and lessons learned
• Leverage successful ideas / initiatives from across country and share within the IDP Community

Required Experience

• Educated to Masters Level or equivalent
• Demonstrable experience (5 years) in digital marketing / marketing automation. Adobe Marketo experience preferred.
• Creative thinker with ability to define and develop campaigns and templates for e-mail marketing / reports
• Proven track record of building lead nurture campaigns and driving successful marketing outcomes / lead conversions
• Effective relationship building and relationship management skills
• Analytical mind – ability to read, analyse and interpret information effectively
• Fluent in English with excellent communication skills across all key methods – oral & written is a must