Email Automation Lead

Nature and Scope

The Email & Automation Lead is responsible for leading the strategy, execution, optimization, and performance measurement of automated and campaign-based communications across Landmark Credit Union’s member lifecycle. This role uses Salesforce Marketing Cloud (SFMC) and Data Cloud (Data 360) to deliver targeted, data-driven communications that strengthen member engagement, support product adoption, and advance organizational growth objectives.

Requirements

• A bachelor’s degree in Marketing, Communications, Advertising, or a related field is required, along with a minimum of five years of hands-on experience in email marketing, with a track record demonstrating increasing impact.
• Familiarity with the financial services industry is preferred.
• Demonstrated strength in translating business objectives and member needs into scalable, data-driven marketing automation solutions.
• Deep understanding of SFMC (Email Studio, Automation Studio, Journey Builder) and Data 360.
• Advanced knowledge of HTML, CSS, and AMPscript for dynamic email development.
• Excellent collaboration and communication skills with the ability to translate digital strategies into clear, compelling recommendations.
• Proven track record in campaign management, deliverability analysis, and lifecycle marketing.
• Experience with SQL, data segmentation, and database management.

Principal Accountabilities

• Lead the strategy, development, and optimization of member and prospect lifecycle journeys, identifying opportunities to automate communications across onboarding, engagement, retention, cross-sell, and re-engagement efforts.
• Serve as a power user of Salesforce, building robust segments and activations in Data 360. Activate audience segments across email and support cross-channel marketing initiatives by partnering with digital banking, website, paid media, and other channel owners to deliver coordinated member experiences.
• Build, test, optimize, and QA campaigns, journeys, automations, and implement conversion-tracking parameters, ensuring accurate deployment, compliance, deliverability, and operational excellence.
• Act as Landmark's in-house email marketing expert, influencing creative direction and campaign development through data-driven recommendations on messaging, email structure, CTA placement, personalization, audience strategy, and best practices.
• Develop and execute testing strategies, including message testing, deliverability monitoring, and performance optimization initiatives to improve member engagement and campaign effectiveness.
• In partnership with the Marketing Insights & Analytics Manager, utilize reporting tools to forecast expected outcomes and identify growth opportunities through data analysis.
• Monitor and report on KPIs including engagement, conversion, product adoption, and ROI.
• Develop audience strategies leveraging Einstein, propensity, P$ycle, and internal member data. Utilize segmentation, dynamic content, and personalization to deliver relevant member experiences.
• Lead the evolution of personalization, journey orchestration, and automation capabilities.
• Stay current on emerging marketing automation, AI, lifecycle marketing trends.
• Maintain governance over users, permissions, folder structures, naming conventions, version control and CAN-SPAM compliance.
• Establish and maintain documentation standards for SFMC, ensuring all journeys, automations, data extensions, integrations, segmentation logic, and operational processes are accurately documented, regularly updated, and easily accessible for cross-functional teams.
• Perform other duties as assigned.