Marketing Automation Manager
Role Overview
National Heritage Academies (NHA) is seeking a Marketing Automation Manager to own the strategy, build, and ongoing optimization of email marketing and campaign landing pages that drive enrollment, support family engagement, and strengthen the reputation of 100+ tuition-free public charter schools. This role is the primary owner of the marketing automation platform (Marketo) and its CRM integration, from lead scoring and nurture journeys to personalization, landing pages, and conversion testing. The role also serves as the team's technical expert on marketing automation, validating our current approach and recommending improvements. It partners closely with the Senior Manager of Owned Media, the Creative team, and cross-functional stakeholders.
Company Information:
National Heritage Academies (NHA) partners with communities to build and operate public charter schools. Founded in 1995, today NHA serves over 100 schools in nine states, with more than 65,000 students in kindergarten through 12th grade. Our schools are designed to eliminate the achievement gap and provide school choice to families so their children are prepared for success in college, career, and life. A majority of our schools consistently outperform their local district on the state test. According to the Center for Research on Education Outcomes at Stanford University, NHA is a leading performer among charter schools and management organizations, outperforming both conventional district schools and other charter school operators. In addition, according to our employee survey, over 90% of respondents agree that the work they do is meaningful to them. Join our team.
Duties and Responsibilities:
Email and Automation
Own the strategy, build, deployment, and continuous optimization of email marketing automation programs, using supplied copy and creative assets from appropriate teams, in support of enrollment and family engagement goals.
Design and maintain lead scoring models in collaboration with our Admissions Advisor team, nurture journeys, and audience segmentation strategies that move prospective families through the enrollment funnel.
Build dynamic content and personalization using Marketo segmentations, dynamic content blocks, and scripting, including school-specific content across 100+ schools.
Monitor email deliverability, list health, and consent management to protect sender reputation and inbox placement.
Landing Pages and Conversion
Own campaign landing page build and delivery end to end in Marketo/Knak: template design and maintenance, page builds, forms, form-to-CRM handoff, tracking and UTM governance, and ongoing maintenance.
Lead conversion rate optimization for the assets this role owns (email, landing pages, forms). Design and run A/B and multivariate tests, document results, and apply learnings to future programs.
Recommend when campaign traffic warrants a dedicated landing page rather than routing to the website.
Partner with the Creative team to build and maintain email and landing page templates that meet NHA brand standards. Campaign traffic routed to the website is handled in partnership with the Owned Media team, which owns website pages.
Platform and Governance
Serve as the primary administrator of Marketo and its integration with Microsoft Dynamics, including data hygiene, workflow configuration, and platform governance.
Evaluate the team's current marketing automation approach and recommend improvements to architecture, processes, and personalization methods.
Ensure marketing automation practices comply with data privacy requirements (e.g., CAN-SPAM) and internal data governance standards.
Report on program and campaign performance using native platform reporting (email engagement, journey performance, lead scoring health) and make optimization recommendations. Partner with the Marketing Performance role on funnel and ROI dashboards.
Identify and recommend new marketing technologies, integrations, and process improvements to increase efficiency and impact.
Collaboration and Delivery
Partner with the Senior Manager of Owned Media and cross-functional stakeholders (Enrollment Operations, Communications, Admissions, and Parent Experience) to plan and execute campaigns supporting 100+ schools.
Partner with other Marketing Departments to create and manage the overall Parent Journey.
Manage multiple concurrent projects to accurate, on-time delivery, balancing school-level needs with organization-wide priorities.
Key Skills for This Role
Full Job Posting
Summary:
National Heritage Academies (NHA) is seeking a Marketing Automation Manager to own the strategy, build, and ongoing optimization of email marketing and campaign landing pages that drive enrollment, support family engagement, and strengthen the reputation of 100+ tuition-free public charter schools. This role is the primary owner of the marketing automation platform (Marketo) and its CRM integration, from lead scoring and nurture journeys to personalization, landing pages, and conversion testing. The role also serves as the team's technical expert on marketing automation, validating our current approach and recommending improvements. It partners closely with the Senior Manager of Owned Media, the Creative team, and cross-functional stakeholders.
Company Information:
National Heritage Academies (NHA) partners with communities to build and operate public charter schools. Founded in 1995, today NHA serves over 100 schools in nine states, with more than 65,000 students in kindergarten through 12th grade. Our schools are designed to eliminate the achievement gap and provide school choice to families so their children are prepared for success in college, career, and life. A majority of our schools consistently outperform their local district on the state test. According to the Center for Research on Education Outcomes at Stanford University, NHA is a leading performer among charter schools and management organizations, outperforming both conventional district schools and other charter school operators. In addition, according to our employee survey, over 90% of respondents agree that the work they do is meaningful to them. Join our team.
Duties and Responsibilities:
Email and Automation
Own the strategy, build, deployment, and continuous optimization of email marketing automation programs, using supplied copy and creative assets from appropriate teams, in support of enrollment and family engagement goals.
Design and maintain lead scoring models in collaboration with our Admissions Advisor team, nurture journeys, and audience segmentation strategies that move prospective families through the enrollment funnel.
Build dynamic content and personalization using Marketo segmentations, dynamic content blocks, and scripting, including school-specific content across 100+ schools.
Monitor email deliverability, list health, and consent management to protect sender reputation and inbox placement.
Landing Pages and Conversion
Own campaign landing page build and delivery end to end in Marketo/Knak: template design and maintenance, page builds, forms, form-to-CRM handoff, tracking and UTM governance, and ongoing maintenance.
Lead conversion rate optimization for the assets this role owns (email, landing pages, forms). Design and run A/B and multivariate tests, document results, and apply learnings to future programs.
Recommend when campaign traffic warrants a dedicated landing page rather than routing to the website.
Partner with the Creative team to build and maintain email and landing page templates that meet NHA brand standards. Campaign traffic routed to the website is handled in partnership with the Owned Media team, which owns website pages.
Platform and Governance
Serve as the primary administrator of Marketo and its integration with Microsoft Dynamics, including data hygiene, workflow configuration, and platform governance.
Evaluate the team's current marketing automation approach and recommend improvements to architecture, processes, and personalization methods.
Ensure marketing automation practices comply with data privacy requirements (e.g., CAN-SPAM) and internal data governance standards.
Report on program and campaign performance using native platform reporting (email engagement, journey performance, lead scoring health) and make optimization recommendations. Partner with the Marketing Performance role on funnel and ROI dashboards.
Identify and recommend new marketing technologies, integrations, and process improvements to increase efficiency and impact.
Collaboration and Delivery
Partner with the Senior Manager of Owned Media and cross-functional stakeholders (Enrollment Operations, Communications, Admissions, and Parent Experience) to plan and execute campaigns supporting 100+ schools.
Partner with other Marketing Departments to create and manage the overall Parent Journey.
Manage multiple concurrent projects to accurate, on-time delivery, balancing school-level needs with organization-wide priorities.
Qualifications:
- 5+ years of marketing automation experience, including 3+ years administering a marketing automation platform and its CRM integration.
- Proven experience building lead scoring models, nurture programs, email campaigns, and landing pages in a high-volume, multi-location environment.
- Experience writing dynamic content and personalization logic in a marketing automation scripting layer (Marketo Velocity, AMPscript, Liquid, Handlebars, HubL, or similar), with the programming fundamentals (variables, conditionals, loops, null handling) to build and debug it.
- Hands-on experience with A/B testing and conversion optimization for email and landing pages.
- Solid understanding of data privacy regulations relevant to marketing communications.
- Excellent written, verbal, and presentation communication skills, with the ability to translate technical concepts for non-technical stakeholders.
- Demonstrated ability to prioritize and manage multiple projects, resources, and stakeholders simultaneously.
- Must be able to provide work samples demonstrating relevant marketing automation experience.
- Marketo administration and Velocity scripting experience. Marketo certification is a strong asset.
- Experience with Microsoft Dynamics or another enterprise CRM, preferred.
- Experience with Knak or a similar email and landing page builder, preferred.
- Experience with other automation or CRM platforms (e.g., HubSpot, Salesforce, Salesforce Marketing Cloud), preferred.
- Experience mentoring peers or serving as a technical lead for a team, preferred.
- This is an in-person position at our NHA Service Center located at 3850 Broadmoor Ave., Grand Rapids, MI. Please click here to find out more about our core values. National Heritage Academies is an equal-opportunity employer.
About National Heritage Academies
Charter school management organization partnering with communities for K-12 education.
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