CRM Marketing Manager - Barcelona BasedCompany Description: Part of Kaplan Inc., the Kaplan Languages Group (KLG) is made up of Kaplan International Languages, ESL Education, and Alpadia. Language travel is an inspiring business sector with lots of scope for fun and creative work. Our students study from 2 weeks up to a full academic year, and we are proud to welcome language learners from over 100 countries, ensuring a great cosmopolitan mix in our classrooms across the globe. With a network of Kaplan International Languages and Alpadia-branded schools spanning seven countries, KLG has the largest presence of any international language school in the English-speaking world, as well as France, Germany, and Switzerland. In addition, ESL, Europe's largest language education travel agency, matches students with the right language course for them.
Job Description: The Kaplan Languages Group is undergoing significant transformation as it looks to modernise its approach to the delivery of a renewed student journey. Our business is about high-value products and life-changing decisions. Our goal is not to process large-scale automations but to automate and simplify complex and emotionally charged customer journeys. It's a fantastic opportunity to rebuild the customer journey, building the set of communications that allow us to improve the customer experience and boost conversion.
Reporting to the Head of Acquisition, as CRM Marketing Manager at KLG, you will be at the centre of this transformation, leading the roadmap with the support of a CRM executive and the digital and IT team (developers and Salesforce specialists), based in London and Barcelona. Applying your strong project management skills, you'll drive a plan to transform the way we communicate with our clients (both B2C and B2B) aligned with our commercial strategy drawn from data, insights, and analysis from various sources. You'll be customer-centric and be able to quickly identify the needs of customers, define outcomes, set priorities, and ultimately be a key driver in KLG's mission to continue its growth across different markets.
This role will play a crucial role in our organisation, helping to unpack these individual customer journeys and working alongside our business stakeholders through clear and comprehensive briefing management, team management, and leadership. We are looking for someone who can quickly grasp the wider context of our business priorities and translate these into value-adding communications to customers.
Develop and implement a comprehensive CRM Marketing strategy to improve customer acquisition, retention, and loyalty ensuring maximum profitability.Segment and leverage the database for efficient and effective campaign targeting, as well as oversee all direct communications with customers through CRM.Create and manage marketing campaigns within the Salesforce Marketing Cloud platform, including email campaigns, and potentially other channels.Use tools within Salesforce Marketing Cloud like Journey Builder and Audience Builder for customer engagement.Analyse data and campaign results to draw insights and make data-driven decisions.Develop reports and dashboards to track campaign performance.Implement A/B or multivariate testing strategies to improve campaign performance.Have strong project management skills to own the CRM Marketing area and roadmap, build relationships with all the stakeholders, and ensure the timely delivery of the projects.Conduct customer and campaign analysis to ensure the CRM strategy aligns with company goals and customer needs.Work closely with sales, customer care, IT, and other internal teams to ensure CRM activities are integrated and aligned with company goals.Collaborate with these teams to improve the whole user journey experience as well.Qualifications: Previous solid experience in a CRM role, with experience with Salesforce Marketing Cloud preferred.Experience building end-to-end campaigns and data pipelines into Salesforce Marketing Cloud and building personalised journeys across multiple channels.Experience managing stakeholders, finding business opportunities, and translating them to Marketing communications and projects.Strong understanding of CRM principles and strategies.Strong analytical skills with a goal-oriented attitude.Excellent communication and leadership skills.Attention to detail and ability to multitask.Bachelor's degree in business, marketing, or relevant field.Advanced degree or relevant certification (like Salesforce Marketing Cloud certification) is preferred.Desirable skills: Strategic business thinking and ability to drive transformation.Analytical mindset.Solid understanding of CRM technologies.Strong working knowledge of GDPR (General Data Protection Regulation) best practices.Knowledge and experience using coding languages: SQL, HTML, AMPscript.Experience with Salesforce Sales Cloud would be preferred.Experience working with external software integrators.Experience working with IT teams and business analysts.Additional Information: Benefits include the opportunity to develop your skills in an international environment, in the exciting field of language travel, a flexible working policy, a young and dynamic work atmosphere, an environment where corporate ethics and sustainable development matter, discounts on medical insurance, free language courses abroad every year, competitive salary, lunch vouchers, free coffee and tea, free breakfast on Mondays, and fresh fruit on Thursdays.
Summary: Type: Full-time
Function: Marketing
Experience level: Mid-Senior Level
Industry: Education Management
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