Strategy Lead

OLIVER Agency•Minneapolis, MN

1d•Remote

About The Position

OLIVER is seeking a Strategy Lead to join their in-house studio, embedded with a leading healthcare education institution. This role serves as the strategic intelligence function for a creative production studio supporting a large portfolio of healthcare education audiences. The primary focus is on driving content velocity, relevance, and personalization at scale. The Strategy Lead will ensure the studio operates from a strong strategic foundation, translating audience insights, channel performance, and market intelligence into clear direction for creative and CRM execution. This role will lead the end-to-end strategy for email and CRM programs, and provide strategic input across paid, social, owned, and emerging channels. The position utilizes platforms like OMG for organization, Pencil for creation and optimization, and Share of Model for AI-driven discovery.

Requirements

Proven experience in a senior strategy, planning, or integrated marketing role with a track record of leading strategy across multiple channels.
Deep expertise in CRM, email marketing strategy, and lifecycle planning in a complex, multi-program environment.
Experience with enterprise CRM platforms (Salesforce Marketing Cloud, HubSpot, Marketo, or equivalent) is essential.
Strong working knowledge of paid social, organic social, owned content, and/or performance marketing channels, with the ability to develop testing and optimization frameworks across the mix.
Strong analytical capability: comfortable with performance data, attribution modeling, A/B testing analysis, and translating insight into clear strategic direction.
Experience working with data and analytics teams to build measurement frameworks and performance dashboards.
Confident communicator and presenter; able to articulate strategic thinking clearly to senior marketing stakeholders.
A proactive, insider mindset: anticipate needs, surface opportunities, and bring strategic thinking to the table.
Collaborative working style with the ability to coordinate effectively across creative, CRM, delivery, and client teams in a distributed, multi-location studio.
Strategic command of the studio's three core platforms: OMG, Pencil, and Share of Model.
Experience using AI tools to accelerate research, audience insight, content strategy, and campaign planning, with rigorous human judgment applied to all outputs.
Ability to leverage Pencil's direct connection to live ad accounts to pull creative performance data back into the production workflow in real time.
Agentic leadership: systematic, hypothesis-led thinking applied to complex, multi-channel strategic challenges.
Ability to set AI-informed quality standards and testing frameworks that the broader studio can adopt.

Nice To Haves

An understanding of the higher education landscape is a meaningful differentiator.

Responsibilities

Lead the end-to-end CRM and email marketing strategy for enrollment programs across all institutions, including lead nurture, application, enrollment, and retention journeys.
Define and maintain audience segmentation frameworks, personalization strategies, and lifecycle contact architectures across five healthcare education institutions.
Build and own the testing and optimization roadmap for email, including A/B frameworks, send cadence strategies, content personalization logic, and subject line performance analysis.
Partner with the Data Analyst and CRM Campaign Managers to translate performance data into clear strategic recommendations and feed them back into the next campaign cycle.
Maintain deep platform fluency across the CRM and email technology stack, advising on platform utilization, automation opportunities, and data quality requirements.
Provide strategic input and optimization direction across broader channel mix: paid social, organic social, owned content, web, and performance marketing, ensuring coherence, audience relevance, and alignment with institutional goals.
Use Share of Model to understand brand visibility in AI-generated answers, optimize AI search visibility, identify share of voice across models, and surface brand strengths and weaknesses, translating these insights into strategy and content creation priorities.
Develop content and channel testing frameworks to enable faster learning, more efficient optimization, and proof of creative effectiveness across all formats.
Partner with the Associate Creative Director to translate strategic insight into creative direction, ensuring campaigns are rooted in audience understanding and channel intelligence.
Lead brand and audience insight work for the institutions: analyze conversations, sentiments, audience behavior, and content resonance; identify barriers, motivators, and engagement triggers to prioritize messaging and approach opportunities.
Monitor competitor positioning, category trends, and audience signals across higher education to inform ongoing strategic recommendations.
Contribute to QBR preparation by bringing strategic performance narrative and forward-looking channel recommendations to senior client stakeholders.
Serve as the studio's primary strategic voice, connecting client ambitions to studio capability and ensuring every workstream has a clear, insight-driven strategic foundation.
Work across the studio's full team to ensure strategy is embedded in briefing, production, and review.
Develop optimization frameworks for the entire studio, from creative testing protocols to content scoring via Pencil's performance intelligence.