Senior Director, Media, New Customer Acquisition, Customer Experience and CRM

Overview:

At ACT Your Work Makes a Difference

Education has power – a power that changes lives forever. It creates opportunities that lift up individuals, their families, and sparks societal change that echoes through generations to come. From our grassroots we have fought the good fight for equity in education, and we remain devoted to helping anyone who struggles to access that power. This is what matters to us and we must do better -- we’ve never been more sure of our purpose.

ACT Education Corp. team members are part of an organization dedicated to an important mission:  Helping people achieve education and workplace success.  Advancing the mission internally, by helping team members achieve education and workplace success of their own, is core to our values. ACT values a diverse workplace and is committed to fostering an inclusive, equitable environment in which every team member has an opportunity to grow.

We want our team members to have the well-being and confidence they need to do their best work, in an environment where both they and the company thrive.  To support this, our total rewards include company paid life insurance, medical, dental, vision, flexible spending accounts, 401(k) with company contributions, paid holidays, paid time off, and so much more.  You can find a comprehensive list of our benefits here.  

Do you thrive in a dynamic, results-oriented environment? Are you passionate about developing and executing data-driven media strategies that drive brand awareness and customer acquisition? If so, then ACT wants to hear from you!

As the Senior Director of Media, New Customer Acquisition, Customer Experience and CRM, you will play a critical role in leading ACT's media strategy and driving new customer acquisition. You will be responsible for developing and executing integrated media plans that achieve our brand awareness, lead generation, and revenue goals. You will also own digital customer experience, SEO and CRM operations. This leadership position requires a strategic thinker with a deep understanding of digital marketing channels, customer acquisition strategies, customer experience, CRM best practices, as well as being resourceful and adaptable.

The finalist will be hired at the salary and level commensurate with their qualifications.  We anticipate offering a market competitive annual salary in the range of $160,000 to $187,000.  ACT manages salaries within the range based on relevant factors including, skills, experience, and internal equity.  The position is incentive eligible.

We want our team members to have the well-being and confidence they need to do their best work, in an environment where both they and the company thrive.  To support this, our total rewards include company paid life insurance, medical, dental, vision, flexible spending accounts, 401(k) with company contributions, paid holidays, paid time off, and so much more.  You can find a comprehensive list of our benefits here.  

Location:  This is a remote position

Here is what you'll be doing:

Media Strategy & Execution:

• Develop and execute media plans to support the launch of the new ACT brand positioning and messaging, achieving target audience reach and frequency aligned with brand equity goals.
• Analyze current media plans and identify opportunities for improvement to drive higher efficiency, reach, and return on investment (ROI).
• Own and manage the media budget, ensuring optimal allocation for maximum impact.
• Build partnerships with key media platforms and incorporate best practices into media strategies.
• Own media plans for all ACT's digital channels, ensuring alignment with brand goals, Direct to Learner (D2L) traffic and conversion targets, and overall business objectives.

Customer Acquisition & CRM:

• Develop and execute performance marketing plans to acquire new customers and achieve D2L enrollment targets.
• Develop digital customer experiences on the website and other interfaces, that drive high engagement and conversion.
• Develop CRM intent and drive operations, leveraging analytics and CRM platform capabilities.
• Partner with the Brand Marketing team and other cross-functional teams to optimize the ACT test registration user funnel for higher conversion rates and revenue growth.
• Partner with the Marketing Analytics team to measure performance and develop a test and learn agenda that drives continuous improvement and revenue growth.

Marketing Strategy & Measurement:

• Design and implement marketing programs to drive revenue from ACT test registration, study materials and test score report sales.
• Partner with the analytics team to develop holistic media measurement capabilities.
• Improve existing marketing measurement frameworks to ensure clear attribution and campaign performance insights.
• Partner with analytics to develop new performance measurement dashboards and refine existing ones to provide actionable insights for marketing decision making.
• Analyze marketing processes to identify opportunities for improvement in efficiency and effectiveness.

About You (minimum requirements):

• At least 10 years of progressively responsible experience in digital marketing strategy and execution, with a proven track record of success in B2C lead generation and customer acquisition
• Deep understanding of and successful track record in media planning, buying, and measurement across various digital channels (paid search, social media, display advertising, connected TV, etc.)
• Experience developing and managing customer relationship management (CRM) programs
• Strong analytical skills and experience working with marketing analytics platforms
• Excellent communication, collaboration and presentation skills
• Experience and demonstrated success leading, managing, building and motivating teams
• Passion for ACT's mission and commitment to student success
• Skills and knowledge required for success in this position attained through experience and education (Bachelor’s Degree in Marketing, Business or related field of study), or a combination of both

If you are a data-driven marketing leader with a passion for innovation and driving results, we encourage you to apply!

When ACT was founded in 1959, it disrupted the assessment industry with a new approach to helping students better understand their readiness so they could take steps to improve it.  By leveraging our expertise and authority in assessment and research, we will again disrupt the industry—helping more people learn, better measure their progress, and improve their navigation through life’s transitions. 

More than ever before, ACT is fulfilling its mission of helping people achieve education and workplace success. We’re doing it by pushing the boundaries of learning innovation through the work of our people, who we call team members because we’re all in this together.

We know transformation does not come without challenge. That’s why ACT invests in a variety of experiences for team members to strengthen their connections, explore ideas, learn from customers, and celebrate success.

Learn more about working at ACT at act.org!