CRM Manager

Part of Kaplan Inc., the Kaplan Languages Group is made up of Kaplan International Languages, ESL Education, and Alpadia. Language travel is an inspiring business sector with lots of scope for fun and creative work. Our student’s study from 2 weeks up to a full academic year and we are proud to welcome language learners from over 100 countries, ensuring a great cosmopolitan mix in our classrooms across the globe. With a network of Kaplan International Languages and Alpadia -branded schools spanning seven countries, KLG has the largest presence of any international language school in the English-speaking world, and also France, Germany and Switzerland. In addition, ESL, Europe’s largest language education travel agency matches students with the right language course for them.

The Kaplan Languages Group is undergoing significant transformation as it looks to modernise its approach to the delivery of the student journey. Our business is about high-value products and life-changing decisions. Our goal is not to process large-scale automations but to automate and simplify very complex and emotionally charged customer journeys. It is a great opportunity to rebuild the customer journey, building the set of communications that allow us to improve the customer experience and boost conversion.

Reporting to the Head of Acquisition, as CRM manager at Kaplan Languages Group (KLG), you will be at the centre of this transformation, leading the roadmap with the support of a CRM executive and the digital and IT team (developers and SF specialists), based in London and Barcelona. Applying your strong project management skills, you’ll drive a plan to transform the way we communicate with our clients (B2C and B2B) aligned with our commercial strategy drawn from data, insights, and analysis from various sources. You’ll be highly customer centric and be able to quickly establish the needs of customers, define outcomes, set priorities and ultimately be a key driver in KLG’s mission to continue its growth across different markets.

Besides our obvious B2C customers (students and parents) we also work with a range of B2B customers such as education agents all over the world, sponsoring bodies (governments or companies), and school counsellors. These different types of relationships require different communication strategies.

This role will play a crucial role in our organisation, helping to unpack these individual customer journeys and working alongside our business stakeholders through sharp and

comprehensive briefing management, team management and leadership. We are looking for someone with a can-do attitude, who can quickly grasp the wider context of our business priorities and translate these into value-adding communications to customers.

We’ll be asking you to:

• Develop and implement a comprehensive CRM strategy to improve customer acquisition, retention, and loyalty ensuring maximum profitability.

• Segment and leverage the database for efficient and effective campaign targeting.

• Oversee direct communications with customers through the CRM.

• Create and manage marketing campaigns within the Salesforce Marketing Cloud

  platform, including email campaigns, and potentially other channels.

• Use tools within Salesforce Marketing Cloud like Journey Builder and Audience Builder

  for customer engagement.

• Analyse data and campaign results to draw insights and make data-driven decisions.

• Collaborate with internal teams to create landing pages and optimize the user

  experience.

• Implement A/B testing or multivariate testing strategies to improve campaign

  performance.

• Conduct customer and campaign analysis to ensure the CRM strategy aligns with

  company objectives and customer needs. Develop reports and dashboards in

  Salesforce to track campaign performance.

• Analyse and interpret campaign data and results and provide insights to the

  management team.

• Work closely with sales, customer service, IT, and other teams to

  ensure CRM activities are integrated and aligned with company objectives.

Your experience:

• Previous experience in a CRM role, with experience and specialization in Salesforce Marketing Cloud.

• Experience building end-to-end campaigns and data pipelines into the Salesforce Marketing Cloud and building personalised journeys across multiple channels.

• Strong understanding of CRM principles and strategies.

• Knowledge and experience using coding languages: SQL, HTML, AMPscript.

• Strong analytical skills with a goal-oriented attitude.

• Excellent communication and leadership skills.

• Attention to detail and ability to multitask.

• Bachelor’s degree in marketing or relevant field. Advanced degree or relevant

certification (like Salesforce certification) is preferred.

Desirable skills:

• Analytical mindset.

• Salesforce certified Marketing Cloud specialist

• Solid understanding of CRM technologies.

• Strategic business thinking and ability to drive transformation.

• Energy managing stakeholders, identifying business opportunities, and translating

  them to Marketing communications.

• Strong working knowledge of GDPR best practices

• Experience with Salesforce.

• Experience working with external software integrators.

• Experience working with IT teams and business analysts.

What We Offer You:

• This is a full-time position based in Barcelona. You will be fully supported in your role with on-going coaching and training from your colleagues and managers.
• A chance to work in the headquarters of KLG in a prime location in Barcelona
• The opportunity to gain knowledge and experience in marketing tools and platforms
• The opportunity to develop your skills in an international environment, in the exciting field of language travel
• A dynamic work atmosphere
• Free breakfast on Monday and fresh fruit every Thursday.
• Free coffee & milk
• WFH: 2 days per week
• Free languages courses abroad
• Discounts with Sanitas medical insurance

Please apply with CV in English

If you would like to have an informal conversation with our Regional Marketing Manager, Western Europe, please email marta.grizzaffi@kaplan.com

At Kaplan International, we are committed to working in a diverse organisation and strive to provide equality of opportunity for all. We encourage and welcome applications from individuals, regardless of age, disability, sex, sexual orientation, gender reassignment or identity, pregnancy and maternity, race, religion or belief and marriage and civil partnership. If you would like to be considered for an interview under the Guaranteed Interview Scheme, please complete this form

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