Senior Manager, Email Marketing

Senior Manager, Email Marketing

If you're passionate about building a better future for individuals, communities, and our country, and you're committed to working hard to play your part in building that future, consider WGU as the next step in your career. Driven by a mission to expand access to higher education through online, competency-based degree programs, WGU is also committed to being a great place to work for a diverse workforce of student-focused professionals. The university has pioneered a new way to learn in the 21st century, one that has received praise from academic, industry, government, and media leaders. Whatever your role, working for WGU gives you a part to play in helping students graduate, creating a better tomorrow for themselves and their families.

The salary range for this position takes into account the wide range of factors that are considered in making compensation decisions including but not limited to skill sets; experience and training; licensure and certifications; and other business and organizational needs. At WGU, it is not typical for an individual to be hired at or near the top of the range for their position, and compensation decisions are dependent on the facts and circumstances of each case. A reasonable estimate of the current range is: Grade: Management_Executive 608 Pay Range: $101,000.00 - $181,800.00

Job Description

The Senior Manager, Email Marketing serves as the senior channel leader for all prospective student email communication. This role owns the email channel strategy, execution, and optimization to drive engagement and conversion outcomes. Acting as the subject matter expert for email marketing, this leader will design and manage integrated communication strategies across nurturing streams, campaigns, and one-off sends. This leader will inspire and develop a high-performing team of email marketing specialists, fostering collaboration, accountability, and a culture of continuous improvement to achieve ambitious channel goals. The Senior Manager will oversee and be responsible for channel performance and goals, champion data-driven decision making, and partner closely with cross-functional teams including creative, media, marketing automation, and the website team to deliver personalized, high-impact communications at scale. They will continuously test, refine, and innovate the email program to improve deliverability, engagement, and conversion, ensuring the channel effectively supports the organization's growth goals.

Responsibilities

Channel Ownership and Strategy

• Serve as the senior leader and subject matter expert for the email marketing channel, owning strategy, vision, and roadmap.
• Develop and execute a comprehensive channel strategy that aligns with organizational goals, the rest of the marketing funnel and website experience, and prospective student communication objectives.
• Lead audience segmentation, journey mapping, and personalization strategies to maximize engagement and conversion.

Campaign Planning and Execution

• Oversee the planning, development, and deployment of all email campaigns - including nurturing streams, promotional sends, and one-off communications.
• Ensure messaging consistency, brand alignment, and compliance across all email communications.
• Partner with creative, content, and automation teams to deliver high-quality, timely campaigns.

Optimization and Performance Management

• Define, monitor, and report on key performance metrics (open rates, CTR, conversion, deliverability, etc.).
• Lead ongoing A/B testing, analytics, and optimization efforts.

Western Governors University is an equal opportunity employer and does not discriminate on the basis of race, color, religion, sex, age, national origin, disability, veteran status, sexual orientation or any other classification protected by federal, state or local law.