Marketing Automation Manager

About IDP

IDP is the global leader in international education services, delivering global success to students, test takers and our partners, through trusted human relationships, digital technology and customer research. An Australian-listed company, we operate in more than 50 countries around the world.

Our team is comprised of over 7,000 people of various nationalities, ages and cultural backgrounds. Proudly customer-first, our expert people are powered by global technology. Together, we offer unmatched services, helping local dreams become realities, all over the world.

Learn more at www.careers.idp.com

Role purpose

To lead the strategy, design, and delivery of marketing automation campaigns and customer journeys that drive market share, lead conversion, customer engagement, and retention for IELTS and Student Placement across Australia and New Zealand. The role focuses on leveraging Marketo and other marketing technologies to deliver personalized, data-driven, cross-channel communications and continuously improve campaign performance and customer experience.

Key accountabilities

• Marketing Automation Strategy: Develop and manage the marketing automation roadmap aligned with business and marketing priorities, establishing scalable frameworks and best practices.

• Customer Journey Design: Map and optimize end-to-end customer journeys using customer segmentation, behavioral triggers, lifecycle stages, and automated workflows.

• Campaign Planning and Execution: Lead the end-to-end setup, testing, execution, and optimization of campaigns across email, SMS, WhatsApp, push notifications, and in-app messaging.

• Personalization and Optimization: Implement personalized content, A/B testing, and campaign optimization strategies to improve engagement, conversion, and customer experience.

• Marketing Platforms and Integration: Manage Marketo and connected marketing technologies, ensuring effective integration with CRM systems, lead forms, and other customer touchpoints.

• Performance Reporting and Analytics: Monitor campaign KPIs, engagement, conversion rates, and ROI; generate actionable insights and recommendations to improve performance.

• Stakeholder Management: Collaborate with regional and global marketing teams, technology teams, customer support, external vendors, and agencies to deliver integrated marketing initiatives.

• Brand and Compliance Management: Ensure all marketing communications align with IDP and IELTS brand guidelines and comply with applicable legislation and organizational quality standards.

Required experience

• Education: Bachelor's or Master's degree, or equivalent qualification.

• Relevant Experience: Approximately 3 years of experience in marketing automation, CRM, or lifecycle marketing.

• Marketing Automation Tools: Hands-on experience with Marketo is a requirement, including the implementation of complex email campaigns, automated workflows, and customer nurture journeys.

• Customer Journey Management: Strong understanding of customer segmentation, lead nurturing, lifecycle marketing, triggers, and automation logic.

• Digital Marketing Knowledge: Exposure to broader digital marketing disciplines, including SEO, SEM, UX, and programmatic advertising.

• CRM and Integrations: Understanding of CRM integration, data flows, lead management processes, and marketing technology platforms.

• Campaign Analytics: Experience measuring and optimizing campaign performance using tools such as Marketo, GA4, Google Tag Manager, and Data Studio.

• Testing and Optimization: Knowledge of A/B and multivariate testing, test planning, campaign reporting, and performance assessment.

• Content and Communication: Skills in copywriting, email design best practices, and basic creative asset production using tools such as Canva.

• Stakeholder Management: Ability to translate technical requirements into business solutions and collaborate effectively with marketing, technology, regional teams, and external partners.

• Additional Skills: Proficiency in Microsoft Excel, strong organizational and prioritization skills, attention to detail, and knowledge of digital marketing trends. Familiarity with ADMA policies and guidelines is desirable.