Regional Marketing Automation Lead

3 weeks ago

Singapur, Singapore IDP Education Full time

About Us:

An ASX100 business part that is owned by Australian universities, IDP is a pioneer in international education services. Our core business lines include student placement to Australia, US, UK, Canada and New Zealand institutions, English-language testing and training.

We are on a mission to build the world's leading platform and connected community to guide students along their journey to achieve their lifelong learning and career aspirations.

As a co-owner of IELTS, we deliver the English test that is trusted by more governments, universities and organisations than any other. We also operate English language teaching schools in South East Asia.

We are innovators, driven by the needs of our customers and deep data insights. Our 5,000 team members based around the world understand that our services change lives – not only of our customers, but their wider communities.

By combining empathy and professional expertise with digital excellence, we create launch pads for our customers to achieve global success

POSITION PURPOSE

The Regional Marketing Automation (MA) Lead for SP is responsible for crafting and implementing the SP Marketing Automation campaign strategy within the SEA region for 7 countries – Cambodia, Indonesia, Philippines, Malaysia, Singapore, Thailand, and Vietnam. The role also partners the stakeholders in the countries for campaign best practice, analysis & reporting and training development.

Key Responsibility

Strategy, Planning and Delivery

Lead and manage SP MA based on organisation objectives & KPIs Create and launch campaigns for countries to go “live” within the specified timeframe, in the specified country launches for the financial year Ability to review, edit (e.g., text/html/imagery) global campaign set up and recommend personalisation techniques for the countries with adequate testing prior to campaign launch Partner with MA Global teams, Regional Marketing Team and country marketing teams to deliver the region’s strategic focus.

Technical Skills in Marketing Automation

Ensure MA campaigns are working on SP (batch/ triggers) with the required tags and associated triggered actions (e.g., subscription list email / SMS / chat messages / phone call) Identify best practices when launching MA campaigns – e.g. A/B tests, Control Groups, HTML, segmentation and how the email/sms/chat messages are crafted Ability to segment and import required target audiences for MA campaigns Ability to work independently and seek solutions for stakeholders, thus meeting the marketing objectives for the country / region Ability to have an overview how marketing automation works with other marketing technology platforms, especially for data flow and exchange Ability to set up performance reporting dashboards in MA platform

Campaign optimisation

Review and consolidate A/B test, Control Group testing or any performance results to identify recommendations such as the following (but not limited to):Determining best timings for campaign sendIdentify content / imagery that enhances performanceDynamic content in campaign assetsInteractions tracked in campaign assets e.g., forms, landing pages and Google AnalyticsDetermine best notification methods to SP officesDetermine best CTA methods to reach audience

Reporting

Collaborate with stakeholders to create both regional and country reporting dashboards that fulfill country requirements Identify trends, recommendations and next steps from country reporting

Collaboration

Regularly meet with SP Country Marketing teams to discuss results and push forward best practice Work with the IDP SP MA community and contribute experience and lessons learned Leverage successful MA initiatives from across country and share that within the IDP SP MA Community Act as one POC for all country SP MA requirements Identify and raise issues with global teams

Training

Organise training sessions for the country SP marketing teams Provide reference documents provided by global or created by region to help understand Prepare and organise training assets for SEA Marketing Automation Certification Program

Team Management

Effectively manage team member(s) and / interns for SP and the manage their related performance reviews Mentoring and Coaching of team member so that they can unleash their potential and contribute as a team player in SP MA

General

Undertake any other lawful duties as reasonably directed by management

Essential requirements (skills, knowledge experience & qualification(s)):

Lead Nurturing background preferred Educated to Graduation level or equivalent At least 4 years of working experience in Enterprise Marketing Automation Platforms Strong working knowledge of enterprise Marketing Automation systems such as Marketo, Salesforce Marketing Cloud, Eloqua or equivalent Has obtained the Marketo Certified Expert / Marketo Certified Associate (Adobe Certified Expert / Professional – Marketo Engage Business Practioner) or equivalent Good knowledge of HTML and CSS to perform email and landing page edits Ability & willingness to learn new skills in the fast-paced environment with global pilots (e.g., call campaign / chat application integration/ new features etc) Able to read, analyse and interpret information effectively and use & apply findings to deliver better MA campaign outcomes Has related team management experience, including performance appraisals and setting goals for team member Basic IT Skills - MS office Knowledge of MS office (excel, word, PowerPoint) to compute various reports and training documentation Good verbal, written communication, and persuasion skills

Desirable requirements:

Experience in working in dynamic global environment Experience in the education /travel/ technology industries

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