Lifecycle Marketing Manager

BASIS Ed is seeking a strategic and data driven Lifecycle Marketing Manager to lead owned channel marketing across its growing network of public charter schools located at our Scottsdale Central Office Visit enrollbasiscom to learn more about us The Lifecycle Marketing Manager owns the prospective family communication strategy across email SMS CRM website content SEO content marketing automation and enrollment nurture programs The Lifecycle Marketing Manager is responsible for planning creating managing and optimizing the content and communications that guide families from initial awareness through inquiry application and enrollment Working alongside the Performance Marketing Manager this position ensures prospective families receive a cohesive and personalized experience after engaging with a paid advertisement search result website enrollment event or other lead generation initiative While the Performance Marketing Manager is responsible for acquiring prospective families through paid media and demand generation programs the Lifecycle Marketing Manager is responsible for converting that interest into inquiry application and enrollment through effective content personalized communications optimized digital experiences and automated nurture programs Join an organization that is helping transform standards for public education BASIS Ed is the management services provider for BASIS Charter Schools the highest performing public school network in the US as well as other innovative public charter school models Essential Functions Lifecycle Strategy & Customer Journey Develop and manage lifecycle marketing strategies that guide prospective families from subscriber to lead applicant and enrolled familyDesign and optimize multi channel communication journeys that improve engagement application starts and enrollment conversionOwn the prospective family experience after a lead enters the enrollment funnelMap customer journeys conversion points communication needs and engagement opportunities across each stage of the enrollment lifecycleIdentify friction points throughout the enrollment process and implement solutions that improve family experience and funnel performanceDevelop audience segmentation and personalization strategies based on lifecycle stage behavior school interest geography grade level and enrollment intentEstablish lifecycle definitions entry criteria automation triggers lead scoring models and handoff processes across HubSpot SchoolMint and related systemsDevelop distinct nurture strategies for Open Enrollment evergreen enrollment new school launches and priority campusesPartner with Performance Marketing to improve acquired lead quality and maximize inquiry to enrollment conversionContent Strategy Communications & Editorial Leadership Own the enrollment content strategy across email SMS website content landing pages blog content and other owned digital channelsDevelop content plans that address prospective family questions concerns objections and decision making needs throughout the enrollment journeyCreate and maintain editorial calendars supporting Open Enrollment campaigns enrollment milestones school launches tours events and ongoing enrollment initiativesDevelop messaging frameworks and communication strategies tailored to key audience segments and lifecycle stagesMaintain governance over prospective family messaging ensuring consistency accuracy brand alignment and audience relevance across all owned channelsIdentify content gaps and opportunities that improve engagement conversion search visibility and enrollment outcomesPartner with Creative Services school leaders and subject matter experts to develop compelling enrollment focused content and storytellingEnsure content is audience centered conversion focused and aligned with BASIS Education brand standardsEmail SMS & Marketing Automation Own the strategy planning execution and optimization of all prospective family email and SMS communicationsBuild launch and optimize automated lifecycle programs across email SMS CRM and other engagement channelsDevelop nurture campaigns behavioral triggers workflows audience segments and personalized communication pathwaysEstablish communication cadences lifecycle messaging standards frequency guidelines and audience suppression strategiesCreate and optimize email and SMS content that drives engagement and progression through the enrollment funnelManage communication calendars across lifecycle stages and enrollment campaignsMonitor campaign performance and continuously improve messaging timing audience selection personalization and calls to actionOwn audience segmentation list hygiene suppression management consent management and data quality across lifecycle programsMaintain clean accurate and compliant audience data through regular audits deduplication segmentation reviews and workflow validationMonitor email and SMS deliverability metrics and implement practices that protect sender reputation and improve engagementPartner with Marketing Operations and Enrollment teams to ensure CRM data integrity lifecycle stage accuracy and proper audience managementPartner with Enrollment and School Management teams to improve lead routing communication workflows and follow up processesWebsite SEO & Conversion Optimization Lead enrollment focused website content strategy and organic growth initiatives in partnership with the Performance Marketing Manager Creative Services team and external partners as neededDevelop and oversee SEO AEO and GEO content strategies that improve search visibility and qualified trafficManage SEO priorities including keyword strategy content optimization internal linking content maintenance and local search opportunitiesOptimize website and landing page experiences to improve subscriptions inquiries event registrations applications and enrollment conversionsPartner with the Performance Marketing Manager to ensure paid media landing pages align with campaign objectives messaging and conversion goalsLead testing initiatives for landing pages forms content calls to action and user journeysMonitor website conversion and search performance metrics to identify opportunities for improvementMaintain market specific and school specific content supporting enrollment priorities across multiple campusesStay current on SEO AEO Answer Engine Optimization GEO Generative Engine Optimization and emerging search best practicesTesting Optimization & Analytics Own the lifecycle experimentation roadmap focused on improving inquiry to application and application to enrollment conversionDesign and execute AB tests across messaging timing segmentation landing pages workflows content and communication channelsAnalyze campaign and funnel performance to identify opportunities improve results and scale successful approachesDevelop reporting and dashboards that connect lifecycle marketing activities to enrollment outcomesMeasure and report on subscriber growth engagement inquiry generation application activity funnel progression and enrollment performancePresent insights recommendations and performance updates to enrollment school partners and leadershipTranslate data into actionable recommendations that improve lifecycle performance and enrollment outcomesCross Functional Collaboration Serve as the organizations subject matter expert for lifecycle marketing nurture strategy CRM communications content strategy and marketing automationPartner with Performance Marketing Analytics Marketing Operations Creative Services Enrollment and school leadership teamsCollaborate on strategies that support enrollment goals while delivering an exceptional prospective family experienceCoordinate development of content messaging and campaign assets required for lifecycle and enrollment initiativesEstablish documentation quality control standards communication governance and lifecycle marketing best practices across owned channelsStay current on lifecycle marketing best practices automation technologies AI tools compliance requirements accessibility standards and customer engagement trendsPerformance Accountability This role is accountable for improving Inquiry to application conversionApplication completion ratesApplication to enrollment conversionEvent registration and attendance conversionProspective family engagementEmail and SMS engagement deliverability and conversionWebsite and landing page conversion ratesLifecycle campaign effectivenessContent engagement and content assisted conversionsOrganic search visibility and qualified organic trafficEnrollment funnel efficiencyMarketing attributed enrollment growthCRM data quality and workflow reliabilityRequired Qualifications Bachelors degree in Marketing Communications Business Analytics or a related field5 years of hands on experience in lifecycle marketing CRM marketing marketing automation growth marketing enrollment marketing content marketing or related disciplinesProven experience building and optimizing automated email SMS CRM and nurture programsStrong content strategy copywriting editorial planning and audience communication experienceDemonstrated success developing content and communication strategies that drive engagement lead nurturing and conversionExceptional organizational skills and attention to detail with the ability to manage complex audience segments automated workflows testing plans content calendars and campaign schedules with a high degree of accuracyDemonstrated success improving conversion performance through segmentation personalization automation content strategy and testingExperience working directly within CRM and marketing automation platforms such as HubSpot Salesforce Marketing Cloud Braze Iterable Slate Pardot or similar systemsWorking knowledge of website management SEO conversion rate optimization and digital user experience best practicesStrong understanding of customer journeys conversion funnels lead nurturing and lifecycle marketing strategyExperience managing list hygiene suppression strategies audience governance and CRM data quality best practicesExperience designing and executing AB testing programs and applying insights to drive measurable improvementsStrong analytical communication writing and project management skillsStrong understanding of email and SMS deliverability audience health and lifecycle marketing operational standards including marketing compliance privacy accessibility consent management and data governance best practicesPreferred Qualifications Experience in education enrollment marketing multi location organizations or other lead nurture environmentsFamiliarity with HubSpot SchoolMint WordPress Elementor or comparable CRM and enrollment platformsExperience with Tableau Looker Studio Power BI GA4 Search Console or similar reporting toolsExperience developing SEO content strategies and managing editorial calendarsFamiliarity with AEO GEO and emerging search optimization methodologiesExperience supporting long consideration customer journeys and high touch decision processesExperience using Jira Asana Mondaycom or another project management platformFamiliarity with AI powered content creation marketing automation and workflow optimization toolsBenefits and Salary Salary for this position is competitive and dependent on education and experienceBASIS Ed offers a comprehensive benefits package including but not limited toEmployer paid medical and dental insuranceVision insurancePTOAbility to add dependents401k with partial match that grows over timeEmployee Assistance ProgramChildcare Savings Opportunity KinderCare tuition discountReasonable Accommodations Statement To perform this job successfully an individual must be able to perform each essential duty satisfactorily Reasonable accommodations may be made to enable qualified individuals with disabilities to perform the essential functions In accordance with Title VI of the Civil Rights Act of 1964 Title IX of the Education Amendments of 1972 Section 504 of the Rehabilitation Act of 1973 the Age Discrimination Act of 1975 Title II of the Americans with Disabilities Act of 1990 the Boy Scouts of America Equal Access Act and applicable state law BASIS does not discriminate on the basis of any actual or perceived classification protected by law in any of its business activities including its educational programs and activities which comply fully with the requirements of state and federal law and Title IX Inquiries regarding BASIS nondiscrimination policies should be directed to complianceservicesbasisedcom As used in this policy the term BASIS refers to BASIS Educational Group LLC; BASIS Charter Schools Inc; BDC A Public Charter School Inc; BBR Schools Inc; BASIS Texas Charter Schools Inc and all affiliated entities