Sr Manager Student GTM

About The Position

The Senior Manager, Student Go-to-Market (GTM) is responsible for leading the strategy, planning, execution, and optimization of student lifecycle marketing initiatives designed to improve student engagement, persistence, course progression, and re-entry of students out of attendance. Serves as a strategic leader within the Student Experience team, identifying growth opportunities, developing testing roadmaps, advancing AI-driven marketing capabilities, and expanding emerging channels to support university enrollment and retention objectives.

What You’ll Do

• Develop and execute go-to-market strategies designed to improve student engagement, persistence, progression, re-entry, and other key business outcomes across the student lifecycle.
• Identify growth opportunities and develop strategic recommendations, business cases, and optimization plans that support university goals and improve student outcomes.
• Develop, manage, and optimize testing roadmaps, including A/B and multivariate testing strategies, to drive continuous improvement and measurable business results.
• Monitor and analyze campaign, channel, and program performance; translate insights into actionable recommendations that improve engagement, conversion, and retention outcomes.
• Lead the strategy, planning, execution, and optimization of direct mail programs, including audience selection, print production, vendor management, testing, measurement, and performance reporting.
• Develop and optimize integrated communication strategies across multiple channels, including email, SMS/MMS, direct mail, web, video, and emerging channels.
• Partner with Agile product teams and cross-functional stakeholders to develop marketing briefs, align priorities, and successfully execute go-to-market initiatives.
• Collaborate with analytics, technology, operations, legal/compliance, student services, creative, list vendors and channel teams to bring strategic initiatives to life and ensure successful execution.
• Leverage artificial intelligence (AI) tools and prompt development techniques to improve marketing effectiveness, operational efficiency, personalization, and testing capabilities.
• Present strategic recommendations, performance insights, and business results to leadership and key stakeholders, influencing decision-making and future investment opportunities.
• Build strong relationships across the organization and serve as a strategic partner to stakeholders in support of Student Experience objectives.

Minimum Education And Related Work Experience

• Bachelor’s degree in marketing, Communications, Business, or related field and seven (7) years of experience in lifecycle marketing, engagement strategy, retention marketing, product marketing, or related disciplines;
• OR High school diploma or equivalent and ten (10) years of experience in marketing, lifecycle marketing, engagement strategy, retention marketing, product marketing, or related disciplines.

Additional Qualifications

• Experience in higher education, lifecycle marketing, or related industries;
• Experience identifying growth opportunities and translating insights into actionable go-to-market strategies;
• Proven ability to develop business cases, recommendations, and strategic plans supported by data and performance analysis;
• Strategic and analytical background with experience developing testing roadmaps and executing A/B and multivariate testing strategies that drive measurable business outcomes;
• Experience developing and scaling direct mail programs, including print production, vendor management, audience selection, personalization, testing frameworks, performance measurement, and optimization to drive business outcomes;
• Experience leading cross-functional initiatives and collaborating with Agile product teams, internal stakeholders, and external partners to align on strategy, develop marketing briefs, and execute go-to-market initiatives;
• Leverage artificial intelligence (AI) tools and prompt development to improve marketing effectiveness, efficiency, and personalization;
• Strong knowledge of lifecycle marketing, customer journey development, audience segmentation, and personalization strategies;
• Experience developing and optimizing integrated communication strategies across multiple channels, including email, SMS/MMS, direct mail, web, video, and emerging channels;
• Ability to analyze campaign performance, identify trends, and recommend optimization strategies to improve engagement and conversion outcomes;
• Strong communication and presentation skills with the ability to effectively communicate recommendations, business cases, and performance results to senior leadership;
• Demonstrated ability to think strategically, solve complex business problems, drive innovation, and balance strategic planning with execution in a fast-paced, evolving environment;
• Strong project management, organizational, prioritization, and attention-to-detail skills.