Manager, Marketing Operations

American University•Washington, DC

3d•$75,000 - $85,000•Hybrid

About The Position

The Manager, Marketing Operations leads digital marketing for the Kogod School of Business, owning the School’s marketing technology ecosystem, constituent communication journeys, website, and performance analytics. The role plans and executes digital marketing strategy to support enrollment, brand awareness, and engagement among prospective and current students, alumni, and partners. The position serves as the School’s lead HubSpot administrator, with responsibility for marketing automation, email marketing, audience segmentation, landing pages, and data-driven journey design. It owns campaign measurement and attribution, including establishing KPIs, producing performance and budget reports, and translating results into recommendations for the marketing team, Admissions, and program leadership. The Manager supervises one Marketing Automation Specialist and student workers and collaborates with the marketing team, Admissions, program offices, and University Communications and Marketing (UCM). The role reports to the interim Assistant Dean of Marketing & Strategy. This is a full-time, 35-hour-per-week position with a hybrid schedule requiring on-campus work three to four days per week. Minimal travel is required, with occasional local travel for events, conferences, or vendor meetings.

Requirements

Bachelor’s degree or equivalent in marketing, communications, business, or a related field.
Five to eight years of relevant experience; progressively responsible experience in digital marketing, demand generation, or marketing automation.
Hands-on expertise in HubSpot or a comparable marketing automation and CRM platform, including workflow configuration, segmentation, email marketing, and reporting.
Experience managing a website in a content management system and applying SEO and accessibility best practices.
Experience establishing KPIs, building dashboards, and analyzing campaign and funnel performance using Google Analytics and similar tools.
Experience leading or coordinating others and managing vendors and budgets.
Strong written and verbal communication skills, including the ability to present data and recommendations to leadership.
Deep hands-on command of HubSpot Marketing Hub, CMS Hub, CRM, and CRM integrations, with the ability to architect systems.
Ability to define KPIs, build dashboards, analyze funnel and attribution data, and communicate findings clearly to non-technical audiences.
Strong web and content skills, including SEO, UX, accessibility, and CMS management; ability to write and edit clearly for the web.
Ability to manage and prioritize multiple projects with attention to detail and deadlines.
Knowledge of email marketing compliance requirements such as CAN-SPAM and web accessibility standards such as WCAG.
Proficiency with Microsoft Office, Google Analytics, and relevant tools as technology evolves.

Nice To Haves

Master’s degree in marketing, business, analytics, or a related field.
Eight to ten years of relevant experience.
Experience in higher education or enrollment marketing.
Experience administering a HubSpot–Salesforce or similar CRM integration.
HubSpot certifications in Inbound Marketing, Marketing Software, or CMS, and/or Google Analytics certification.
Experience managing direct reports.
Working knowledge of HTML and CSS; experience with SMS marketing platforms and paid digital media.
Familiarity with AI tools applied to marketing workflows, content, and analysis.

Responsibilities

Plan and manage the annual digital marketing calendar with the Assistant Dean, Admissions, and program leadership.
Develop integrated inbound campaigns across email, landing pages, web, paid and organic digital channels, and social media; coordinate assets and timelines with content and design colleagues.
Identify audience and funnel-stage priorities and recommend channel mixes and tactics to support enrollment and engagement goals.
Design and deliver HubSpot communication journeys for prospects, applicants, admitted and current students, alumni, and other constituents.
Direct audience segmentation, workflow architecture, personalization, and lead scoring; ensure campaigns are built, tested, monitored, and optimized, including through A/B and multivariate testing.
Establish email best-practice and compliance standards and review campaigns created by the Marketing Automation Specialist and partner offices.
Establish and monitor KPIs across website, email, landing pages, blog, social, and paid media; conduct enrollment funnel and attribution analysis.
Produce campaign performance and health reports for the marketing team, Admissions, School leadership, and program leadership; build and maintain HubSpot and Google Analytics dashboards.
Conduct competitive and market research and recommend tactics to improve results.
Manage conversion pages on kogod.american.edu in HubSpot CMS, including program pages, landing pages, the blog, and SEO.
Manage the web request and maintenance workflow, maintain design-system and brand consistency, and improve cross-device user experience using traffic and behavior data.
Advise staff and faculty on web accessibility compliance and represent the School in university-wide web forums.
Administer the School’s marketing technology stack, including HubSpot Marketing, CMS, and CRM, SMS and related platforms, and project management tools.
Own the HubSpot–Salesforce integration with Admissions and university IT, including data hygiene, field mapping, sync monitoring, and issue resolution.
Evaluate and implement platform features and integrations, maintain documentation, and train team members and partner offices.
Supervise the Marketing Automation Specialist and student workers, including hiring, onboarding, work assignment, coaching, and performance management.
Set priorities and quality standards for digital marketing and develop team capabilities in automation, analytics, emerging tools, and AI-assisted marketing practices.
Perform other duties as assigned.