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Director of Marketing Automation Closing Date:
Job Duties: The Director of Enrollment Marketing Automation plays a critical role in driving enrollment outcomes by leading the strategic execution of automated marketing campaigns that engage, convert, and retain prospective students. This role manages the marketing automation platform (e.g., Element451, Salesforce Marketing Cloud, Pardot) and partners closely with admissions, CRM, creative, and analytics teams to deliver timely, relevant, and personalized communications at scale.
ESSENTIAL FUNCTIONS: Marketing Automation Strategy & Execution - Develop and manage multi-channel campaigns to nurture prospects across the enrollment funnel—email, SMS, landing pages, digital retargeting, and chatbots
- Design, test, and deploy segmented, personalized, and behavior-triggered communications that drive engagement and conversion
- Oversee drip campaigns, inquiry and applicant journeys, yield outreach, and onboarding/retention flows
Platform Administration & Innovation - Serve as the lead administrator for the marketing automation platform (Element451, Pardot, or other)
- Ensure proper integration and data sync between the marketing automation system, CRM (e.g., Salesforce), student information systems (SIS), and analytics tools
- Collaborate with CRM and IT teams to troubleshoot issues, ensure data accuracy, and support system improvements
AI-Driven Engagement & Personalization - Leverage AI tools to enhance personalization, predict user behavior, and deploy dynamic content based on student interests and actions
- Use generative AI and natural language tools to create and test personalized messaging at scale
- Continuously experiment with A/B testing and predictive modeling to increase campaign performance and ROI
Cross-Functional Leadership & AI Workforce Development - Work closely with the Vice President for Marketing, Vice President for Enrollment Management (VPEM), and Director of CRM Operations to design and implement an AI-assisted marketing and admissions workforce
- Contribute to the strategic vision for intelligent automation, personalized student experiences, and operational scalability using AI tools within Element451, Salesforce, and related platforms
- Collaborate on the deployment of AI features that support real-time student engagement, counselor prompts, dynamic content generation, and performance analytics
Analytics, Reporting & Optimization - Track, report, and analyze performance metrics across all campaigns, including open rates, click-through rates, form completions, applications started/submitted, and enrollment impact
- Present actionable insights to leadership and drive continual optimization of marketing workflows
- Develop and maintain performance dashboards to support weekly and monthly reporting cadence
Team Collaboration & Project Management - Partner closely with creative, digital media, enrollment, and academic program leads to align marketing efforts with recruitment goals and timelines
- Lead creative briefing, campaign planning, and QA processes for timely execution of communications
- Support training of admissions counselors and campus stakeholders on campaign tools, workflows, and lead interaction best practices
Required Qualifications:
QUALIFICATIONS REQUIRED: - Bachelor’s degree in marketing, communications, data analytics, or a related field
- 5+ years of experience in marketing automation, digital marketing, or CRM-based campaign execution
- Direct experience using platforms such as Element451, Pardot, Salesforce Marketing Cloud, Slate, or HubSpot
- Strong understanding of enrollment marketing strategies, user segmentation, and conversion tracking
- Excellent project management and communication skills with a bias for action and results
OTHER QUALIFICATIONS PREFERRED:
- Experience in higher education marketing, especially enrollment-focused campaigns
- Familiarity with student journey mapping, lifecycle marketing, and behavioral targeting
- Experience working with AI tools for content generation, intent detection, or personalization
- Certifications in marketing automation platforms (e.g., Pardot Specialist, HubSpot, etc.)
WORK CONDITIONS:
- Ability to remain in a stationary position such as sitting and/or standing for a prolonged period of time
- Ability to adjust or move objects up to 25 pounds
- Frequently communicates with others to exchange information
- Frequently uses hands/fingers to operate a computer and other office machinery
- Ability to read computer displays and fine print
- Operates a motor vehicle as needed
Salary Schedule:
Salary Band: P625 Salary will be commensurate with experience and qualifications.
Special Instructions to Applicants
Unofficial transcripts should be from the college or university which verifies qualifications for the position.
Note: Credential evaluations are needed for all transcripts obtained outside the U.S. before uploading and submitting an application. (Credential evaluators should provide course-by-course evaluations and transcribed in English.)
Upon an offer of employment, official transcripts from all colleges and universities attended must be submitted. Continued employment is contingent upon receipt of transcripts from all colleges and universities attended.
To be considered for this position please visit our web site and apply on line at the following link: https://jobs.athens.edu/postings/search
About Athens State University
Located in historic Athens, Alabama, Athens State University offers junior and senior-level coursework to community college graduates and transfer students holding sufficient credits from other institutions. Presently, over 3,100 students have selected Athens State because of its neighborly environment where 50 majors and degree programs are offered, with courses taught by a supportive and exceptional faculty. Approximately 80% of the students are enrolled in at least one online course. The typical student is a working adult who commutes. Recently, the University was featured in the 2015 Best Value Online College Rankings by OnlineU.org for four online programs including computer science, accounting, education and human resources. The University offers undergraduate degree programs in Liberal Arts, Teacher Preparation, and Business. The University employs more than 350 full and part-time employees with approximately 90 full-time faculty members in three colleges: College of Arts and Sciences, College of Business, and College of Education. Seventy-five percent of the full-time faculty members hold a terminal degree. The University is accredited by the Southern Association of Colleges and Schools Commission on Colleges.
Athens, Alabama is located in north Alabama equidistant between Nashville, TN and Birmingham, AL. Athens is home to several events and festivals that have been featured as the Southeast Tourism Society’s “Top 20 Events in the Southeast” including the Athens Storytelling Festival and the Tennessee Valley Old Time Fiddlers Convention.
In accordance with Athens State University Policy and guidelines, the applicant chosen for employment will be required to sign a consent form for a criminal background check. Employment will be contingent upon the receipt of a clearance notification from that criminal background check.
Non-Discrimination Policy Statement Athens State University, as an equal opportunity/affirmative action institution, complies with all applicable federal and state laws regarding nondiscrimination and affirmative action. Athens State University does not discriminate on the basis of race, color, national origin, age, marital status, gender, gender identity, gender expression, pregnancy, sexual orientation, disability, religion, genetic information, or veteran status in employment, or admissions to or participation in educational programs and activities. Inquiries or concerns may be addressed to the Office of the Vice President of Enrollment and Student Support Services, 300 N. Beaty St., Athens, AL 35611, 256- 233-8175.
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