Communications Specialist - Digital Learning - UTK

The Communications Specialist leads the strategy, design, and execution of email and SMS campaigns within the Digital Learning customer relationship management (CRM) systems. This role is highly email-build centric, responsible for coding, designing, testing, and deploying dynamic, data-driven communications that support student acquisition, engagement, and conversion through to graduation.

Digital Assets

• Lead the design and build development and execution of email and SMS-centric marketing and retention automation tactics, including triggered communication campaigns, behavioral targeting, omni-channel sequencing, and integrated advertising tactics to drive acquisition and conversion..

• Architect, design, and optimize automated customer journeys within the CRMs and marketing automation platforms, leveraging advanced segmentation, personalization logic, dynamic content, and lifecycle mapping to improve engagement across all audience segments using UX and design best practices through accessible email templates.

• Design, code, and deploy responsive, mobile-first HTML email campaigns. Build modular, reusable templates using a combination of hand-coded HTML/CSS and email builder tools; develop custom components; and ensure cross-client compatibility across major email clients and devices..

• Create compelling, brand-aligned visual assets and graphics to support email and digital campaigns, ensuring consistency in typography, layout, and visual hierarchy to enhance user experience and performance..

• Establish and enforce a comprehensive QA and testing framework for all digital communications, including code validation, rendering tests, link validation, personalization checks, accessibility compliance, and performance verification prior to deployment.

• Ensure compliance with email marketing regulations and data privacy standards, including CAN-SPAM, GDPR, and institutional policies, while maintaining proper consent management protocols..

• Stay current on emerging trends in email development, automation technology, accessibility standards, and digital design best practices to continuously improve campaign performance and technical execution.

Performance Optimization & Experience Quality

• Establish and manage a structured testing framework for all communications deployed through CRMs and automation platforms, with a primary focus on UX/UI presentation, layout integrity, responsiveness, and brand consistency across devices and email clients.
• Conduct comprehensive rendering and usability testing to validate visual hierarchy, readability, accessibility standards, interactive elements, and mobile-first design performance prior to deployment
• .Collaborate with communications and other teams to evaluate and optimize email and SMS content for clarity, engagement, and conversion, including subject lines, calls-to-action, content structure, imagery, and personalization elements
• .Execute A/B and multivariate testing strategies across subject lines, content blocks, creative variations, and send times to refine creative approach and user flow; analyze results and implementing enhancements based on observed engagement patterns.
• Perform ongoing quality audits of automated journeys to ensure sequencing, pacing, and user experience remain aligned with enrollment and retention objectives and institutional brand standards.

Relationship Development & Cross-Functional Collaboration

• Collaborate closely with cross-functional teams, including designers, copywriters, developers, and marketing stakeholders, to ensure seamless execution of email and digital communication campaigns.
• Partner with the communications and creative teams to align on UX/UI standards, visual hierarchy, responsive design principles, accessibility requirements, and brand consistency across all email and SMS touchpoints.
• Work in tandem with copywriters and designers to refine messaging, layout structure, and interactive elements to enhance user engagement and optimize the overall digital experience.
• Facilitate cross-departmental alignment with internal teams and campus partners to ensure communications support enrollment and retention goals while maintaining technical and creative excellence.
• Build strong collaborative relationships that promote shared ownership of campaign quality, user experience, and continuous design improvements