Job Description

Job Summary
As a member of the External Relations team, the Marketing Cloud Specialist will carry out digital communications related duties focused on advancing the mission, awareness, reputation and program offerings of the University of Michigan-Dearborn and lead strategic projects with graduate prospective student and current student populations. Working under the supervision of the Marketing Cloud Manager, the Marketing Cloud Specialist will support the development, coordination and execution of impactful digital communications initiatives. Working with the enrollment management team, the Marketing Cloud Specialist will develop, execute and maintain a comprehensive digital recruitment communications plan for prospective and new diverse graduate student populations, utilizing best practices in digital communications to create clear, accurate, and accessible content within the CRM (Marketing Cloud).

Responsibilities*
Serve as the subject matter expert for all digital marketing and communications systems for the unit, including Salesforce Marketing Cloud (SFMC) and Mobile Connect (SMS).
Work with Enrollment Management team members and college stakeholders to create marketing automation strategies that enhance graduate admissions communication and marketing plans, and help achieve enrollment goals.
Work with campus partners and External Relations copywriter to develop compelling email copy and design visually engaging email layouts and graphics that resonate withgraduate student audiences.
Design, execute, and manage communication campaigns with continuous evaluation and optimization.
Collaborate with college and program staff to develop, update, and maintain email content to ensure it appropriately communicates program offerings and key differentiators.
Create and execute email and/or texting communication campaigns utilizing the CRM tool to all prospect and applicant types.
Own campaign reporting and analytics, translating open rates, click-through rates, conversion data and funnel metrics into actionable insights for the team and university leadership.
Working with Marketing Cloud Administrator to manage the data model to ensure the correct data is available for send needs.
Test communication before sending to ensure correct data is being used and negate deliverability and rendering issues and identify areas for optimization.
Ensures digital content is ADA and WCAG compliant.
Complete ongoing training and develop training manuals and training for staff for both new and existing processes.
Stay current on emerging email marketing technologies and AI-assisted tools, identifying opportunities to incorporate them into content development, personalization, and campaign optimization workflows.
Participate in cross-functional working groups and committees.
Utilize project management tools to manage complex projects.
Additional marketing-related duties as assigned.
Required Qualifications*
A bachelor's degree in digital media, marketing, communications, or technology is required.
1-2 years digital communication experience, with knowledge of a CRM system, and understanding of marketing automation and email marketing tools and strategy.
A firm understanding of email marketing best practices and CAN-SPAM.
Knowledge of marketing text messaging best practices.
Detail-oriented with strong organizational, problem-solving and logical thinking skills.
Excellent oral and written communication skills.
Must be professional, service-oriented, creative, self-motivated, highly organized, team player.
Ability to work independently with little direction and multitask while being productive and timely.
Experience making digital content ADA and WCAG compliant.
Desired Qualifications*
Experience working in higher education, as well as knowledge of the admissions and college recruitment process and knowledge and understanding of the terminology involved in admissions recruitment/yield campaign management.
Previous experience with Salesforce Marketing Cloud and/or other Salesforce applications.
Previous experience in Admissions, recruitment or marketing.
Data mining, data analysis, and data manipulation skills.