Amir Ghotbi
Toronto,ON
Summary
Strategic Marketing Automation Specialist with over 16 years of experience in digital marketing, with a strong focus on Salesforce Marketing Cloud and education-related campaign optimization. Proven expertise in enhancing student journeys and engagement rates, utilizing data-driven strategies to increase conversion rates and improve the prospective student experience. Demonstrates a high level of cross-functional leadership, project management, and a commitment to student-focused, data-backed marketing solutions.
Overview
16
16
years of professional experience
1
1
Certification
Work History
Marketing Manager
Applyboard
Kitchener, Ontario
03.2023 - Current
- Developed and executed a comprehensive automation roadmap to enhance student and partner lifecycle engagement, achieving a 20% increase in lead-to-application conversion.
- Led automated loyalty programs and multi-channel marketing campaigns across email and SMS, resulting in a 15% increase in student retention through optimized, data-driven workflows.
- Spearheaded go-to-market strategies for student recruitment, collaborating with sales and IT teams to ensure seamless integration and accurate targeting in line with Keypath's student-first mission.
- Built and maintained performance dashboards for real-time tracking of campaign metrics, providing insights that informed data-driven adjustments and improved reporting for stakeholders.
Marketing Operations Specialist
Applyboard
Kitchener, Ontario
03.2019 - 03.2023
- Led inbound and outbound email marketing campaigns targeting prospective students, with an emphasis on engagement, conversion, and retention in educational services.
- Utilized SQL and AMP script to create customized audiences, build dynamic content, and improve segmentation, increasing engagement rates by 30% through personalized automation.
- Conducted A/B and multivariate testing across campaigns to optimize performance, achieving a 20% improvement in email open rates and click-through rates.
- Ensured database integrity and managed contact lists to maximize reach while reducing unsubscribe rates and enhancing data quality.
Marketer
Panberes
Tehran, Iran
07.2008 - 08.2018
- Developed and launched strategic marketing initiatives to expand brand reach and engage target audiences through events, product launches, and digital marketing efforts.
- Conducted extensive market research to tailor messaging and campaigns to consumer trends and preferences, resulting in a 25% growth in brand engagement over ten years.
Education
Post Graduate Certificate - Marketing – Research And Analytics
Centennial College
Toronto, ON04-2019
MBA - IT Management
Shahid Beheshti University
Tehran, Iran02-2011
BBA - Business Administration And Management
Allameh Tabatabai University
Tehran, Iran07-2008
Skills
- Salesforce Marketing Cloud & CRM Platforms (Microsoft Dynamics)
- Educational Marketing: Student Lifecycle & Engagement Campaigns
- Data Analytics & Visualization: Reporting, Dashboards, SQL
- Automation & Personalization: Email/SMS Marketing, A/B Testing, AMP Scripting
- Cross-Functional Collaboration: Marketing, IT, Admissions
- Project Management: Asana, Mondaycom
- Stakeholder Engagement & Communication
Certification
- Salesforce Marketing Cloud Specialist
- Google Analytics Certified
- Advanced Training in Project Management (Asana, Monday.com)
Languages
English
Full Professional
Persian
Native/ Bilingual
Affiliations
- Regular participant in digital marketing seminars and higher education-focused workshops, including recent certifications in data visualization and CRM strategies for educational platforms.
- Volunteering experience with student mentorship programs, focusing on digital marketing and career preparation in the educational field.
Timeline
Marketing Manager
Applyboard
03.2023 - Current
Marketing Operations Specialist
Applyboard
03.2019 - 03.2023
Marketer
Panberes
07.2008 - 08.2018
- Salesforce Marketing Cloud Specialist
- Google Analytics Certified
- Advanced Training in Project Management (Asana, Monday.com)
Post Graduate Certificate - Marketing – Research And Analytics
Centennial College
MBA - IT Management
Shahid Beheshti University
BBA - Business Administration And Management
Allameh Tabatabai University
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