Manager Audience Strategy & Segmentation

Overview

Develops marketing campaign strategies and leads a team focused on targeted outreach initiatives including data extraction, audience segmentation, lead generation, and campaign performance analysis. Oversees audience identification and segmentation efforts to identify the right attendee for the right event at the right time. Applies working knowledge of SQL and CRM platforms to build reporting, automate workflows, and support cross-functional marketing operations and analytics.

Must be based in the St. Pete area.

Responsibilities

The list of essential functions, as outlined herein, is intended to be representative of the duties and responsibilities performed within this classification. It is not necessarily descriptive of any one position in the class. The omission of an essential function does not preclude management from assigning duties not listed herein if such functions are a logical assignment to the position.

• Manages all aspects of database marketing, including approval and release of multi-channel communications
• Plans, directs and oversees the work of staff, ensuring timely and accurate completion of assignments aligned with operational objectives
• Serves as the subject matter expert (SME) and primary point of contact for Donor Recruitment CRM systems and texting platforms
• Analyzes marketing and campaign performance data to identify trends, insights, and cause-and-effect relationships
• Partners with marketing leadership to optimize campaigns and conduct A/B testing initiatives to improve conversion performance
• Builds and maintains donor databases and segmentation frameworks to support targeting and campaign execution
• Oversees the communication calendar and manages campaign release schedules, including adjustments and issue resolution
• Develops strategic communication plans and partners with marketing leadership on email campaign strategy, execution, and marketing calendar oversight
• Applies SQL to query donor databases, understand campaign targeting criteria, validate data integrity, and build operational and performance reports
• Designs and manages CRM email workflows, including audience segmentation, automation triggers, journey mapping, and performance tracking
• Develops dashboards and recurring reports, translating data into executive-ready insights and visualizations for leadership decision-making
• Delivers monthly campaign performance reporting and analysis to marketing leadership
• Collaborates with IT, Data Analytics, and Recruitment Operations teams to align data standards, system integrations, and campaign infrastructure requirements
• Serves as a strategic partner to stakeholders across departments, ensuring database marketing strategies support broader organizational objectives

Qualifications

To perform this job successfully, an individual must be able to perform each essential duty and responsibility satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required.

EDUCATION AND/OR EXPERIENCE:

Bachelor’s degree in Marketing, Communications, Business, Information Systems, or a related field and five (5) years of relevant experience, or an equivalent combination of education, certification, training, and/or experience. Project management experience and prior supervisory experience preferred.

CERTIFICATES, LICENSES, REGISTRATIONS AND DESIGNATIONS:

Microsoft Dynamics CRM certification or comparable CRM platform certification preferred.

KNOWLEDGE, SKILLS AND ABILITIES:

• Skill in data management and manipulation, including advanced use of Microsoft Excel, Google Analytics, Tableau (or similar data visualization tools), and CRM platforms such as Microsoft Dynamics or Salesforce
• Knowledge of SQL sufficient to write and interpret queries, build criteria-based audience lists, and develop reports from relational databases
• Skill in CRM platforms such as Microsoft Dynamics, Salesforce, or equivalent systems, including designing email workflows, building automated communication journeys, and generating campaign performance reports
• Ability to think strategically and contribute to decision-making at a senior level
• Ability to manage multiple priorities simultaneously with a strong attention to detail
• Ability to translate and present complex data into clear, actionable insights
• Ability to delegate work effectively and manage team performance
• Ability to establish and maintain effective and cooperative working relationships across departments and levels of the organization
• Skill in organization and time management with the ability to meet deadlines
• Ability to meet deadlines
• Ability to commute with personal transportation
• Ability to travel as needed

PHYSICAL REQUIREMENTS:

The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Functions involve the ability to exert light physical effort usually involving some lifting, carrying, pushing and/or pulling of objects and materials of light weight (up to 20 pounds). May involve some climbing, balancing, stooping, kneeling, crouching, crawling, walking or standing.

ENVIRONMENTAL REQUIREMENTS:

The work environment characteristics described here are representative of those an employee may encounter while performing the essential functions of this job.Functions are regularly performed inside without potential for exposure to adverse conditions, such as inclement weather, atmospheric elements and pathogenic substances. The noise level in the work environment is usually moderate.

OneBlood is an Equal Opportunity Employer/Vet/Disability/Other Protected Categories