Senior Manager, Email Marketing

Western Governors University•Salt Lake City, UT

8d•$101,000 - $181,800

About The Position

The Senior Manager, Email Marketing serves as the senior channel leader for all prospective student email communication. This role owns the email channel strategy, execution, and optimization to drive engagement and conversion outcomes. Acting as the subject matter expert for email marketing, this leader will design and manage integrated communication strategies across nurturing streams, campaigns, and one-off sends. This leader will inspire and develop a high-performing team of email marketing specialists, fostering collaboration, accountability, and a culture of continuous improvement to achieve ambitious channel goals. The Senior Manager will oversee and be responsible for channel performance and goals, champion data-driven decision making, and partner closely with cross-functional teams including creative, media, marketing automation, and the website team to deliver personalized, high-impact communications at scale. They will continuously test, refine, and innovate the email program to improve deliverability, engagement, and conversion, ensuring the channel effectively supports the organization’s growth goals.

Requirements

Strategic & Technical Knowledge Deep understanding of email marketing strategy, lifecycle marketing, and customer journey development, ideally within a complex or multi-audience environment.
Strong knowledge of marketing automation platforms (Marketo experience a plus) and CRM integration principles.
Expertise in email deliverability, list management, and compliance standards (CAN-SPAM, GDPR, CASL, etc.).
Understanding of segmentation, dynamic content, and personalization techniques to deliver targeted, relevant communications.
Leadership & Management Skills Proven ability to lead, coach, and develop high-performing teams, fostering collaboration, accountability, and innovation.
Strong project management and organizational skills; able to manage multiple initiatives simultaneously with attention to detail.
Demonstrated success in cross-functional collaboration partnering with creative, technical, and analytical teams to deliver aligned outcomes.
Strategic thinker with the ability to translate vision into actionable plans and measurable results.
Analytical & Creative Abilities Ability to balance creative and analytical thinking, pairing data-driven decision making with audience insight and storytelling.
Strong problem-solving skills with a focus on optimization, testing, and continuous improvement.
Solid grasp of data analytics and performance measurement, including interpreting metrics to optimize engagement and conversion.
Communication & Influence Excellent written and verbal communication skills; able to clearly articulate complex strategies to diverse stakeholders.
Skilled in presenting insights, recommendations, and results to senior leadership and cross-functional partners.
Ability to influence without authority, advocate for channel best practices, and drive alignment across teams.
Innovation & Agility Passion for staying current with email marketing trends, tools, and emerging technologies.
Demonstrated ability to adapt strategies based on evolving audience behavior, platform updates, and organizational priorities.
A Bachelor's degree in related field, Master’s preferred
7+ years email marketing, nurturing, and CRM experience
3+ years of leadership experience managing people and projects
Marketing Automation experience (Marketo preferred)

Responsibilities

Channel Ownership & Strategy Serve as the senior leader and subject matter expert for the email marketing channel, owning strategy, vision, and roadmap.
Develop and execute a comprehensive channel strategy that aligns with organizational goals, the rest of the marketing funnel and website experience, and prospective student communication objectives.
Lead audience segmentation, journey mapping, and personalization strategies to maximize engagement and conversion.
Campaign Planning & Execution Oversee the planning, development, and deployment of all email campaigns — including nurturing streams, promotional sends, and one-off communications.
Ensure messaging consistency, brand alignment, and compliance across all email communications.
Partner with creative, content, and automation teams to deliver high-quality, timely campaigns.
Optimization & Performance Management Define, monitor, and report on key performance metrics (open rates, CTR, conversion, deliverability, etc.).
Lead ongoing A/B testing, optimization, and innovation to improve engagement and effectiveness.
Leverage analytics and data insights to drive continuous improvement and inform strategic decisions.
Team Leadership & Development Lead, mentor, and develop a team of email marketing professionals to achieve channel goals and foster career growth.
Promote a culture of collaboration, accountability, and creative problem-solving.
Ensure the team stays current with evolving best practices, technologies, and compliance standards.
Cross-Functional Collaboration Partner with marketing, creative, automation, analytics, and enrollment teams to ensure integrated, data-driven communication strategies.
Advocate for the email channel across the organization, influencing strategy and prioritization.
Collaborate with technology partners and vendors to enhance tools, capabilities, and performance.
Governance, Compliance & Innovation Ensure adherence to CAN-SPAM, GDPR, and other relevant privacy and compliance regulations.
Oversee list hygiene, deliverability, and sender reputation.
Stay informed on emerging trends to advance channel maturity.
Performs other job-related duties as assigned.

Benefits

bonuses
medical, dental, vision, telehealth and mental healthcare
health savings account and flexible spending account
basic and voluntary life insurance
disability coverage
accident, critical illness and hospital indemnity supplemental coverages
legal and identity theft coverage
retirement savings plan
wellbeing program
discounted WGU tuition
flexible paid time off for rest and relaxation with no need for accrual, flexible paid sick time with no need for accrual, 11 paid holidays, and other paid leaves, including up to 12 weeks of parental leave