Lifecycle Marketing and Engagement Analyst

Human Capital Education•Denver, CO

3d•$85,000 - $100,000

About The Position

Human Capital Education (HCE) enables colleges and universities to grow with purpose by providing the systems, expertise, data, and strategy needed to attract, enroll, and support students more effectively and efficiently. HCE works across undergraduate, graduate, online, and adult programs, helping institutions translate strategy into actionable insights that deliver sustainable results. In January 2026, Human Capital Education acquired Kennedy & Company Education Strategies, bringing together complementary organizations with a shared commitment to helping institutions navigate change, strengthen performance, and achieve long-term sustainability. Together, HCE and Kennedy & Company now serve more than 300 colleges and universities nationwide, offering integrated strategic enablement services that span research, enrollment management, financial analysis, institutional strategy, and technology implementation. We are seeking a highly analytical, results-oriented Lifecycle Marketing & Engagement Analyst to join our Student Services team. Reporting to the VP of Student Services, this role is responsible for designing, executing, and continuously optimizing B2C prospective student engagement journeys across AI-powered, Email, SMS, and CRM journeys. This role focuses on building and refining full-funnel prospective student journeys, developing high-performing campaign content, and running rigorous experimentation to maximize engagement and conversion outcomes. The ideal candidate thrives in a test-and-learn environment, uses data to drive decision-making, and is motivated by improving measurable outcomes such as conversion, engagement, and enrollment rates. This role will also leverage AI and agentic tools to accelerate experimentation, automate communication workflows, and continuously improve the prospective student experience.

Requirements

5+ years of experience in B2C lifecycle marketing, or CRM analytics
Strong experience building and optimizing customer engagement journeys, including A/B testing and experimentation frameworks to support optimization
Proven expertise in marketing automation or CRM platforms (such as Marketing Cloud, Salesforce, Slate).
Proven track record of improving engagement rates across lifecycle communications, and inquiry to application conversion rates.
Experience using AI tools and AI agents to support customer engagement
Strong experience with marketing performance reporting and visualization tools (PowerBI preferred)
Ability to operate in a fast-paced, experimentation-driven environment
Strong communication and collaboration skills

Nice To Haves

Higher education marketing experience strongly preferred

Responsibilities

Design and optimize end-to-end prospective student acquisition and nurture journeys across channels including, email, SMS, and phone engagement.
Map and refine multi-touch customer journeys that move prospective students through the funnel from inquiry to enrollment – removing friction points in user experience.
Partner with internal teams to ensure messaging aligns with program value propositions and student motivations.
Develop and iterate high-performing campaign messaging email, SMS, and AI-assisted engagement channels.
Own the experimentation roadmap for prospective student nurture journeys, prioritizing tests based on expected impact.
Maintain a rapid testing cadence, launching and evaluating experiments to scale high-performing campaigns and rapidly iterate underperforming ones.
Monitor and analyze engagement performance and adjust tactics to maximize conversion efficiency and engagement.
Translate performance insights into clear creative and messaging recommendations that improve campaign results.
Present insights and recommendations to internal stakeholders and university partners.
Collaborate with marketing, product, and analytics teams to improve full-funnel marketing performance