Marketing Audience Manager

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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:

Job Description

About the Role:

The Marketing Audience Manager will play a critical role in driving audience segmentation and targeting strategies for the WGU marketing team. This role is responsible for identifying data gaps, creating actionable insights from the Customer Data Platform (CDP), and ensuring accurate and cohesive audience segmentation across marketing channels such as website, email, and digital advertising. The Marketing Audience Manager will collaborate closely with the Tealium (CDP) Manager, the analytics team, and other stakeholders to optimize marketing performance, large-scale personalization, and ensure data-driven decision-making.

Location: This position requires you to work in office 4 days a week at the WGU headquarters: 4001 South 700 East Salt Lake City, UT 84107.

What You'll Do:

Audience Identification & Segmentation

• Leverage the CDP to identify and define marketable audiences based on behavior, psychographics, demographics, and other data points.
• Develop and refine segmentation strategies for website, email, and digital marketing campaigns (such as personalization) to maximize engagement and conversion rates.
• Continuously analyze audience performance metrics and adjust segmentation strategies to improve outcomes.

Data Management & Gap Analysis

• Identify and address data gaps that limit effective audience targeting.
• Collaborate with internal teams to prioritize data enrichment initiatives to enhance the completeness and accuracy of audience profiles.
• Partner with analytics teams to ensure data is correctly ingested, processed, and updated within the CDP.

Cross-Functional Collaboration

• Partner with the Customer Data Platform Manager to define business requirements, implementation plans, and monitor the effectiveness and performance of resulting audience plans.
• Collaborate with marketing stakeholders to translate business objectives into data-driven audience strategies.
• Serve as a liaison between marketing, analytics, and technology teams to align on audience development goals and execution.

Optimization & Reporting

• Track and analyze the performance of segmented audiences across channels and campaigns.
• Provide actionable insights and recommendations for campaign optimization based on audience engagement data.
• Create detailed reports and dashboards to communicate audience performance and opportunities to key stakeholders.

Knowledge, Skills, and Abilities You'll Need to be Successful:

• Strong understanding of data-driven marketing strategies and audience segmentation.
• Proficiency in data analysis tools and software such as Adobe Analytics, Tableau, or similar.
• Familiarity with email marketing platforms, website analytics, and content management systems.
• Excellent collaboration and communication skills, with the ability to translate technical data into actionable marketing insights.
• Detail-oriented with strong organizational and project management skills.

Minimum Requirements:

• Bachelor's degree in marketing, business, data analytics, or related field
• 4+ years of experience in marketing, data management, or a related marketing and analytics role, preferably in higher education.
• Experience working with Customer Data Platforms (CDPs) and audience segmentation tools (preferably Tealium, Adobe Analytics, Customer Journey Analytics, or Databricks).

Preferred Requirements:

• Experience in higher education marketing.
• Familiarity with marketing automation tools like Marketo, AEM, or Accutics.
• Knowledge of privacy and compliance standards related to data use in marketing (e.g., GDPR. CCPA).

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Position & Application Details

How to Apply: If interested, an application will need to be submitted online. Internal WGU employees will need to apply through the internal job board in Workday.

Additional Information

Disclaimer: The job posting highlights the most critical responsibilities and requirements of the job. It's not all-inclusive.

Accommodations: Applicants with disabilities who require assistance or accommodation during the application or interview process should contact our Talent Acquisition team at recruiting@wgu.edu.

Equal Employment Opportunity: All qualified applicants will receive consideration for employment without regard to any protected characteristic as required by law.