Audience Strategy Manager

Western Governors University
life insurance, flexible benefit account, parental leave, paid time off, paid holidays, sick time
United States, Utah, Salt Lake City
3949 South 700 East (Show on map)
Apr 21, 2025
If you're passionate about building a better future for individuals, communities, and our country-and you're committed to working hard to play your part in building that future-consider WGU as the next step in your career. 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: Pay Range: $73,000.00 - $109,400.00 Job Description Location: In-office 4 days/week at WGU Headquarters - 4001 South 700 East, Salt Lake City, UT 84107 (relocation package offered to non-local candidates) Department: Marketing Type: Full-time, Individual Contributor Shape the future of personalized education. At Western Governors University, we're on a mission to make high-quality, affordable education accessible for all. With more than 8 million unique visitors to our website per month, we're building a next-level personalization strategy to connect learners with the programs and messaging that matter most to them. That's where you come in. We're looking for an Audience Strategy Manager to join our marketing team and play a critical role in how we segment, define, and activate our audiences across channels. You'll leverage behavioral, demographic, and psychographic data to create meaningful, data-backed audience experiences-helping us reach prospective students with more relevance and impact than ever before. This is a high-impact individual contributor role ideal for someone who thrives at the intersection of data, marketing strategy, and customer experience. What You'll Do: Audience Strategy & Segmentation Develop and refine segmentation strategies based on behavioral, demographic, and psychographic insights Translate data into actionable audience segments for personalization across website, email, and digital advertising Continuously test, analyze, and iterate on audience definitions to improve performance and engagement Collaboration & Cross-Functional Partnership Partner closely with our CDP Manager, Analytics, and Marketing teams to align on goals and bring audience strategies to life Collaborate with business stakeholders to ensure audience plans support key marketing and enrollment objectives Help guide how audience strategies are implemented and optimized across platforms Insights & Optimization Monitor the performance of key segments across marketing channels Provide insights and recommendations to improve campaign targeting, personalization, and outcomes Identify data gaps and work with analytics and tech teams to enhance audience data and enrichment initiatives What You Bring: 4+ years of experience in marketing strategy, data-driven audience segmentation, or marketing analytics Strong understanding of how to translate data into segmentation strategies and customer journeys Proficiency in marketing tools such as Adobe Analytics, Google Analytics, Tableau, or similar Familiarity with marketing automation platforms (e.g., Marketo, AEM, or Accutics) Excellent communication and cross-functional collaboration skills Highly curious, analytical, and excited by the opportunity to build something new Preferred (but not required): Experience with a Customer Data Platform (CDP) such as Tealium, Adobe RT-CDP, Segment, or similar Experience in higher education marketing Knowledge of data privacy standards (e.g., CCPA, GDPR) Why This Role Is Exciting: You'll have the rare opportunity to build a strategic audience foundation from the ground up-working with psychographic data (financial, career, social, and personal fulfillment motivations) to rethink how we engage our audience. This is more than segmentation-it's a chance to reshape the learner journey and leave a lasting mark on how we market education. #LI-AE1 #LI-Onsite Position & Application Details Full-Time Regular Positions (classified as regular and working 40 standard weekly hours): This is a full-time, regular position (classified for 40 standard weekly hours) that is eligible for bonuses; medical, dental, vision, telehealth and mental healthcare; health savings account and flexible spending account; basic and voluntary life insurance; disability coverage; accident, critical illness and hospital indemnity supplemental coverages; legal and identity theft coverage; retirement savings plan; wellbeing program; discounted WGU tuition; and flexible paid time off for rest and relaxation with no need for accrual, flexible paid sick time with no need for accrual, 11 paid holidays, and other paid leaves, including up to 12 weeks of parental leave. 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.