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Senior Marketing Account Manager
Blackboard Inc.
Washington, DC, United States
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The Senior Marketing Account Manager will play an essential “front-lines” role, helping to ensure renewals, references, and add-on services from clients within our portfolio. The responsibilities include:
Account Management
This person will serve as a primary point of contact for Blackboard’s clients. In this capacity s/he must be able to accurately set expectations, map priorities and processes, manage commitments, and respond with urgency to client needs. Superior communication, executive presence, and client service skills are a must. S/he will need to be a self-starter who is able to work autonomously as well as collaboratively across various groups and with multiple clients at a time. S/he will need to be detail-oriented, ensuring a high degree of quality, excellence, and polish on each and every client deliverable or interaction. The Senior Account Manager will be responsible for planning and leading regular internal and external project meetings or presentations in which performance, creative, and campaign recommendations are discussed. S/he must be able to compile and deliver executive-ready presentations and reporting.
Strategic Marketing Planning
The Senior Account Manager will support the overall development, planning and execution of marketing strategies and media activities on behalf of our institutional partners. This person must be able to manage a very wide range of concurrent initiatives and projects ranging from go-to-market planning to execution of media plans. S/he must be fluent in developing, launching and managing marketing solutions across a wide variety of marketing channels including SEO, SEM, email, affiliate, display, social media, and traditional advertising.
Performance Monitoring
The ability to connect marketing and enrollment strategies with analytical insights will be a critical factor in this person’s success. S/he must be able to work closely with media and business analysts on the team to assess Key Performance Indicators and identify risks and opportunities related to lead qualification, conversion rates, application yield rates, and enrollment results. The Senior Account Manager must have a solid understanding of the full student lifecycle from inquiry to enrollment to retention and graduation. S/he must also work closely with analysts on the team to plan and create regular reports or dashboards to support performance objectives. The Senior Account Manager is also expected to partner with Enrollment experts in our organization. In this capacity, s/he must be able to collaborate and communicate with peers on performance trends related the impact Blackboard is making through the full enrollment funnel.
Creative Direction
The Senior Account Manager must represent the client in regards to creative strategy. This will include the development of creative briefs, ownership of creative input sessions, participation in brainstorming and concept sessions, and formally presenting the creative to clients along with our designers. S/he will be responsible for managing any external vendors, freelancers, or agencies as required to execute on project commitments. S/he must be able to collaborate with copywriters, designers, media analysts, and other internal enrollment experts on the best creative approach for each client’s needs. The Senior Account Manager must have the seasoned marketing expertise required to draw upon best practices and methods that drive conversions and quality lead generation. This includes insights into the best creative layouts, tracking methods, full funnel conversion rates, media outlet options, and testing scenarios.
Content Marketing/SEO/Social
Working closely with other experts on the team, the Senior Account Manager is expected to understand and strategically incorporate organic channels such as content marketing, SEO, and social media. These techniques play a critical role in any well-balanced marketing plan, requiring oversight and performance management. The Senior Account Manager will work with external agencies, where assigned, to implement and manage work streams related to content development, SEO and social media. For some smaller projects, the Sr. Account Manager, may be called upon to complete best practice guides and/or performance audits independently.
Education and Professional Experience
• Bachelor’s Degree required
• 10+ years of marketing experience working in related areas as such as creative agency account management, digital marketing, and/or lead generation
• Experience in Higher Education and/or education technology
• At least 2 years of managerial experience
• Fluent understanding of marketing strategy, digital media, social media, and principles of conversion marketing
• Keen ability to propose, implement, and manage marketing solutions across a variety of marketing channels including SEO, SEM, email, affiliate marketing, display, social media, and traditional marketing
• Ability to oversee and develop marketing/media budgets, marketing programs, and in-market execution, including KPIs, analytics tracking, and reporting
• Understanding of CRM and marketing automation capabilities (ex. Hubspot, SalesForce, Marketo)
• Strong analytical skills with a proven record of strategic data-driven process improvements
• Excellent executive presence, customer service and client-facing skills
• Problem solving and critical thinking skills are a must
• Demonstrated analytical and organizational skills
• Superior communication and presentation skills, both written and oral
• Independent, self-starter with strong prioritization, project management and coordination skills; and ability to excel in a fluid, cross-functional team environment
• Ability to travel up to 30% of the time making trips to client and Bb locations
• Ability to consistently perform under the pressure of deadlines and other administrative demands
• Ability to thrive in a fast-paced, results-oriented, collaborative, flexible environment
This job description is not designed to contain a comprehensive listing of activities, duties, or responsibilities that are required. Nothing in this job description restricts management's right to assign or reassign duties and responsibilities at any time.
Blackboard is an equal employment opportunity/affirmative action employer and considers qualified applicants for employment without regard to race, gender, age, color, religion, national origin, marital status, disability, sexual orientation, or any other protected factor.
Location/Division: Reston, VA, USA, Washington, DC, USA Job Requisition: BB-1382