Senior Manager, 1:1 Marketing

2 weeks ago

Old Toronto, Canada Nelson Education LTD Full time

As the largest Canadian-owned and operated K-12 publisher, Nelson Education Ltd. is Canada's only heritage education content provider, known for its innovative products and solutions catering to learners across the country.

Nelson is on a mission to make learning accessible, engaging, and effective for all. That's why Nelson continuously strives to create dynamic curriculum-aligned content that caters to diverse learning styles, fostering critical thinking, creativity, and life-long learning.

In response to the evolving education landscape, Nelson developed Edwin, a digital learning ecosystem. Edwin is a learning platform for classroom success, providing curriculum-linked content, engaging tools and unparalleled support to reach every student.

Nelson is redefining education and making a positive impact on the way knowledge is acquired and shared by creating the possible, one learner at a time.

About the Role

Nelson Education is seeking an experienced Senior Manager, 1-to-1 Marketing to join our team, reporting to the Vice President of Marketing & Communications. The successful candidate will have extensive B2B 1-to-1 and content marketing experience, combined with strategic marketing expertise. This role involves developing and executing a comprehensive 1-to-1 marketing strategy, primarily focusing on email and content, and requires significant collaboration with the extended marketing, sales, Classroom Success (CST), and customer support teams. Extensive expertise in Salesforce CRM/Pardot is essential to ensure the alignment and effectiveness of email and other 1-to-1 marketing campaigns.

The Senior Manager, 1-to-1 Marketing will drive demand and SaaS customer engagement through personalized marketing interactions, managing the 1-to-1 marketing program, and contributing to business outcomes with targeted marketing efforts. We are looking for a strategic B2B marketer with a refined creative eye and a passion for building large-scale programs that deliver business results, offering a range of opportunities from simple to complex tasks.

Key Accountabilities

Develop and Execute 1-to-1 Marketing Strategy

  • Create and implement a comprehensive 1-to-1 marketing strategy, focusing on email, content, and direct mail.
  • Develop personalized marketing interactions to engage and retain customers.

Deliver Marketing Qualified Leads (MQLs)

  • Create, manage, and continually optimize email and content programs to generate MQLs.
  • Nurture MQLs into Sales Qualified Leads (SQLs) through targeted campaigns.

In collaboration with CST, provide support for effective Onboarding of New Customers

  • Design, manage, and continually optimize email campaigns to effectively onboard new customers.
  • Ensure new customers understand and engage with the Edwin platform.

In collaboration with CST, provide support activities to drive Super-User Engagement

  • Create, manage, and continually optimize programs to increase engagement and retention of high-value, active users.
  • Develop strategies to foster a strong community of super-users on the Edwin platform.

Manage Operational Email Programs

  • Implement and manage operational email programs, such as subscription renewal campaigns.
  • Maintain customer retention and satisfaction through effective email communication.

Collaboration and Alignment

  • Work closely with marketing, sales, Classroom Success, and customer support teams to ensure campaign alignment and effectiveness.
  • Utilize Salesforce CRM/Pardot to manage and optimize campaigns.

Creative and Analytical Leadership

  • Create and manage creative briefs for marketing campaigns.
  • Set up a comprehensive metrics framework to analyze and iterate on campaign performance.
  • 8+ years of B2B 1-to-1 & content marketing experience, combined with broader strategic marketing gravitas.
  • Deep experience in creating personalized marketing interaction programs - Email, Content and Direct Mail.
  • Customer data segmentation experience in support of tailored messaging, offers, and experiences to customers’ unique preferences and needs.
  • End-to-end creative project leadership, from internal client brief, to campaign strategy development, to launch & ongoing iteration, including building creative briefs and collaborating with creative resources.
  • Deep experience leveraging KPI dashboards to analyze and iterate campaign performance.
  • Significant experience in collaboration with the marketing, sales, and customer support teams.
  • Salesforce CRM/Pardot expertise to ensure campaign alignment and effectiveness.
  • B2B SaaS experience preferred.
  • Hybrid work model
  • Flexible working time
  • Competitive compensation
  • Great company culture
  • Great benefits and perks, including summer Fridays, partner discounts and more

Don’t have 100% of the above qualifications? Do you still think Nelson is a great fit for you? We encourage you to apply anyway 

Nelson is an equal opportunity employer and is committed to Inclusion, Equity and diversity. As part of this commitment, we do not discriminate on the basis of age, race, sex, gender, gender identity, colour, religion, national origin, sexual orientation, marital status, citizenship, veteran status, or disability status. 

Should you require any accommodation during the requirement process, please reach out to peopleandengagement@nelson.com.

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