CRM Comms Executive

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Kaplan International

We’re looking to recruit a CRM Comms Executive to join the CRM team.

Our business

We are Kaplan International Pathways. We proudly recruit and provide international students with a vital foundation in English language, study skills and academic subjects which enables them to progress onto bachelors and masters degrees at a wide range of well-regarded and well-ranked universities. We work with education agents, sponsoring bodies and school counsellors from all over the world to welcome students from more than 100 countries into our vibrant, cosmopolitan student bodies in locations from Liverpool, Bristol and London to New York, Boston and Phoenix – and many more.

When it comes to CRM, we operate with smaller volumes compared to other businesses; however, our business is about high-value products and life-changing decisions. Our goal is not to process large-scale automations but to automate and simplify very complex and emotionally charged customer journeys.

Besides our obvious B2C customers (students and parents) we also work with a range of B2B customers such as education agents all over the world, sponsoring bodies (governments or companies), and school counsellors. These different types of relationships require different communication strategies.

The role

In a typical day, you can expect a good balance of meetings to take briefs from our recruitment teams and Product Marketing experts and hands-on execution of email and CRM marketing campaigns.

Gathering requirements will include defining the target audience, understanding the aims of the campaign and agreeing the key messages and timing. The practical campaign execution will involve looking at the data, pulling the relevant contacts to build the lists, creating the email template and building and testing HTML emails in Salesforce Marketing Cloud. 

We will also look to you to help us to improve what we do in email marketing – whether it’s tweaking copy so that it’s more appealing or engaging for our customers or making modifications in the look and feel of our emails to encourage better response. Helping us to increase automation of emails so customers get a more consistent flow of information will also be a key area for development and one where you’ll really be able to make your mark.

The CRM Comms Executive will work in a team of experienced CRM experts and report to the Head of CRM.

Key responsibilities: 

Working alongside the CRM Comms team in taking briefings from internal stake holders (product marketing experts, market managers, admissions and accommodation teams), defining the target audience, understanding the aims of the messages and agreeing timing.
Hands-on production of CRM messages, writing the content and designing the pieces to make sure that the message adheres to briefing and email marketing best practices.
Managing the review and approval process of produced email comms, making sure that feedback is managed and circulated through all stakeholders guarantee a consistent message.
Assisting with monitoring and analysis of the results and data insights of all marketing communications to recommend and implement changes accordingly.
Assisting with automation efforts carried out by the CRM Comms team.
Assisting with all the GDPR compliance efforts for CRM communications

About you

To be considered for the role, you will need to be either a marketer who has already specialized in email/CRM and is looking for a new challenge or a digital marketing generalist with some exposure to email and a good grasp across different digital channels, now looking to focus on this one key channel.

You will be good at asking the right questions to take a full, detailed brief and someone who can build rapport and trust easily. You’ll be logical and methodical in your approach to campaigns, quick to grasp new systems and able to analyse and spot meaningful patterns in data. Your ability to create campaigns that work will come from a combination of gut instinct and effective use of analytics. Copywriting would also be a real plus and so would basic HTML knowledge.

Working to KPIs is something you’ll be used to doing and you may even have experience of setting marketing KPIs for campaigns or initiatives you have worked on. To get the best out of our email software, you’ll either already know the system or be someone who can really demonstrate the determination needed to master technology tools and use them to maximum benefit. Lastly, to thrive in our team and company, you will be someone who will want to learn about the wider business.

Our working environment

Sitting in the heart of the Content and Marketing team, and working side-by-side with the CRM Team, you will work with in a warm, welcoming and highly ambitious team, in the midst of a wide-scale digital transformation.

You will based in our beautiful HQ and International College in London Bridge, London, however staff are not expected to go to the office every day. Our colleagues are from more than 50 countries, speak dozens of languages and enjoy working in a multinational, multicultural business environment. We are active fund-raisers for Plan International, our partner charity and highly engaged in our staff wellbeing and inclusion with support and discussion groups such as inclusivity in recruitment, career development and progression as well as LGBTQIA+ Network.

Curious? Go on! Submit that application and let's have a chat.

Application method

Please apply with your CV and covering letter by 31st October 2021.

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Kaplan International is an equal opportunities employer and welcomes applications from all sections of the community.

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