Marketing Automation & CRM Manager

About the role

Core Education is seeking a Marketing Automation & CRM Integration Manager to own and optimize marketing automation, CRM strategy, data integrity, and system integrations that drive enrollment growth and engagement. This role is critical in streamlining marketing and enrollment processes, enhancing lead generation efforts, and improving operational efficiency.

The ideal candidate is both strategic and able to execute, with deep expertise in marketing automation platforms (such as Braze), CRM systems, and telephone integrations. This individual will collaborate closely with Marketing, Enrollment, IT, and Student Success teams to ensure seamless data flow, automation, and analytics that enhance lead nurturing, campaign effectiveness, and sales efficiency.

Additionally, this role will own the User Acceptance Testing (UAT) process for all marketing automation and CRM enhancements, ensuring accurate execution and optimization. The Marketing Automation & CRM Integration Manager will also be responsible for auditing all marketing automations to ensure they meet business objectives and best practices.

What you'll do

Marketing Automation & Lead Management

·       Develop, execute, and optimize multi-channel marketing automation workflows (email, SMS, push notifications) within Braze, HubSpot, Marketo, or Pardot.

·       Implement and manage lead nurture sequences, trigger-based campaigns, and customer journeys based on engagement and behavioral data.

·       Ensure CRM and marketing automation systems are synchronized to maintain accurate and up-to-date lead data.

·       Conduct A/B testing, segmentation, and personalization to improve engagement and conversion rates.

·       Oversee and refine lead scoring models, prioritizing high-value prospects for the sales/enrollment team.

CRM Strategy, Data Management & Integration

·       Own and optimize CRM system architecture, ensuring it aligns with Marketing and Enrollment goals.

·       Develop and enforce best practices for data entry, validation, and segmentation, maintaining a clean and reliable database.

·       Oversee API integrations between CRM, marketing automation, telephone, and third-party data sources to create a seamless, automated data flow.

·       Create and maintain custom fields, workflows, and automation rules within CRM to support lead tracking and engagement.

·       Monitor and resolve data integrity issues, ensuring consistency across platforms.

Telephone & Sales Enablement Integrations

·       Integrate and manage telephone systems within CRM for seamless sales and call tracking.

·       Implement call tracking, automated call routing, and real-time reporting to support Enrollment goals.

·       Ensure marketing and sales teams have access to real-time lead activity, enabling data-driven sales outreach.

User Acceptance Testing (UAT) & Marketing Automation Auditing

·       Own the UAT process for all marketing automation and CRM enhancements, ensuring accurate setup, execution, and optimization before launch.

·       Identify and resolve automation logic errors, personalization inconsistencies, and data flow issues prior to deployment.

·       Conduct ongoing audits of marketing automations to ensure alignment with best practices and business objectives.

·       Collaborate with stakeholders to continuously refine and enhance automation processes.

Performance Tracking, Reporting & Optimization

·       Build and maintain dashboards and reports to track campaign performance, lead conversion rates, and ROI.

·       Analyze customer engagement trends, sales cycle efficiency, and campaign attribution to make strategic recommendations.

·       Partner with leadership to identify opportunities for automation that improve efficiency and effectiveness.

·       Provide ongoing training and support to Marketing and Enrollment teams on CRM and marketing automation best practices.

Cross-Team Collaboration & Strategic Alignment

·       Act as the bridge between Marketing, Enrollment, and IT, ensuring that CRM and automation strategies align with business objectives.

·       Partner with Enrollment teams to ensure daily call goals, outreach strategies, and lead distribution are fully supported through automation.

·       Work closely with IT teams to enhance system integrations and troubleshoot technical issues.

·       Regularly assess emerging marketing technologies and recommend improvements to the MarTech stack.

Qualifications

Required:

• 5+ years of experience in Marketing Automation, CRM Strategy, and/or Sales Operations.
• Hands-on expertise with marketing automation platforms (Braze preferred).
• Strong experience managing and integrating CRM platforms.
• Knowledge of telephone systems and their integration with CRM & marketing automation.
• Experience with API integrations, data flows, and ETL processes between marketing, sales, and IT platforms.
• Strong data management skills, including segmentation, data hygiene, and lead scoring.
• Analytical mindset with experience in reporting, campaign attribution, and ROI tracking.
• Excellent collaboration and communication skills, with the ability to work cross-functionally.

Preferred:

• Experience with SQL, Python, or data querying tools for reporting and analytics.
• Familiarity with BI tools (Tableau, Power BI, Google Data Studio) for performance tracking.
• Experience in higher education, enrollment marketing, or B2C lead generation.