Marketing Strategist (Persona & Journey Design)

Brentwood / Nashville, TN
Contracted
Mid Level

About the Role :
We are seeking a data-driven and empathetic Marketing Strategist to optimize  AI recruitment platform. In this role, you will move marketing beyond broad demographic categories and focus on creating deep, research-based student personas. You will map the complex decision-making journey of prospective students from initial discovery to matriculation and design targeted campaigns that address their unique goals, financial barriers, and emotional needs

You will be responsible for moving our marketing beyond basic demographic checklists, focusing instead on the holistic motivations, behaviors, and values of our target audience. 

Core Responsibilities

  • Actionable Persona Intelligence: Develop and continuously refine deep, multi-dimensional buyer/user personas. Translate these research archetypes into dynamic behavioral signals that inform creative and operational strategies.

  • Creative Strategy & Brand Systems: Lead the development of differentiated messaging and creative concepts that turn abstract ideas into something our audience remembers and trusts.

  • Customer Journey Design: Architect end-to-end user experiences that map to the specific psychological and operational needs of our personas across all touchpoints (from discovery to conversion and loyalty).

  • High-Tech + High-Touch Integration: Champion a relationship-first philosophy by designing campaigns that use technology strategically. You will build systems that automate routine administrative friction, use data to detect customer hesitation, and seamlessly route high-stakes moments to a personalized "human touch."

  • Strategic Storytelling: Partner with leadership and product teams to translate complex organizational visions or new initiatives into tangible, credible, and emotionally resonant narratives.

Key Competencies

  • Empathy-Driven Marketing: A relentless focus on understanding the "whole person" (their motivations, influences, and values) rather than just their transactional data.

  • Strategic Framing: Expertise in forming research hypotheses for customer profiles and translating them into actionable digital experiences.

  • Creative Synthesis: The ability to seamlessly blend data-driven personalization (AI/CRM tools) with highly humanized, relationship-building content.

Qualifications

  • Bachelor’s degree in Marketing, Communications, Higher Education Administration, or a related field

  • Proven experience in persona-driven marketing, creative strategy, brand management, or user experience (UX) strategy.

  • A strong portfolio demonstrating how you have built brand credibility from the ground up or launched successful, purpose-driven campaigns.

  • Familiarity with CRM/marketing automation platforms and an understanding of how to use engagement data to personalize the customer journey.

  • Exceptional storytelling, communication, and cross-functional leadership skills.

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