Email Marketing Automation Specialist

About the role

The Email Marketing Automation Specialist plays a key role on the Online Engagement Team within University Marketing and Communications. This person develops, implements, and optimizes advanced email marketing campaigns to support Fordham University’s communications and enrollment goals.

This role requires a strong grasp of marketing automation principles and expert technical skills with Salesforce Marketing Cloud (SFMC).

Responsibilities

• Collaborates with the AVP for Enrollment Marketing and University Admissions leadership to develop comprehensive email marketing strategies aligned with institutional recruitment goals.
• Maps out complex communication journeys within Salesforce Marketing Cloud using Journey Builder, considering various audience segments and campaign goals.
• Stays current with email marketing best practices, industry trends, and Salesforce Marketing Cloud updates to ensure innovative and effective campaign execution.
• Designs, builds, and deploys a high volume of automated and ad-hoc email campaigns, including drip campaigns, newsletters, event invitations, and personalized communications, primarily within Marketing Cloud.
• Develops and manages AMPscript or SSJS for dynamic content, personalization, and conditional logic within emails.
• Creates and manages custom data extensions.
• Ensures all email communications adhere to brand guidelines, accessibility standards, and CAN-SPAM regulations.
• Develops and implements A/B testing strategies for subject lines, content, calls-to-action, and send times to optimize performance.
• Serves as a primary expert user of Salesforce Marketing Cloud (SFMC), including Journey Builder, Automation Studio, Content Builder, and data extensions.
• Manages and maintains email templates, ensuring consistency and effectiveness across all communications.
• Collaborates with SFMC Administrators/Data Managers and IT to ensure data integrity and seamless integration, particularly with the Managed Email Repository (MER).
• Troubleshoots and resolves technical issues related to email deployment and tracking within Marketing Cloud.
• Maintains and monitors key email marketing metrics (e.g., open rates, click-through rates, conversion rates, deliverability) using Marketing Cloud’s reporting tools (including advanced marketing attribution and Path Optimizer).
• Provides regular insights and recommendations to optimize campaign performance and improve ROI.
• Conducts audience segmentation analysis to identify opportunities for more targeted and personalized communications.
• Works closely with content creators, graphic designers, and other marketing team members to ensure timely delivery of assets for campaigns.
• Collaborates with admissions counselors and other stakeholders to understand communication needs and incorporate feedback.
• Communicates campaign performance and insights effectively to various stakeholders.

Qualifications

• Bachelor’s degree in Marketing, Communications, Business, or a related field.
• Minimum of 3 years of progressive experience in email marketing automation, with a strong focus on strategy, development, and optimization.
• Demonstrated proficiency with Salesforce Marketing Cloud (SFMC), including hands-on experience with Journey Builder, Automation Studio, data extensions, and Content Builder.
• Proven experience in developing and executing complex email nurture campaigns and drip sequences.
• Strong understanding of email marketing best practices, including segmentation, personalization, A/B testing, and deliverability.
• Proficiency with AMPscript and HTML/CSS for email template development, dynamic content, and data automation.
• SQL proficiency a plus.
• Excellent analytical skills with the ability to interpret data, generate insights, and make data-driven recommendations.
• Exceptional attention to detail and strong organizational skills.
• Ability to manage multiple projects simultaneously in a fast-paced environment.
• Excellent written and verbal communication skills.

Preferred Qualifications

• Experience working in a higher education enrollment marketing or admissions setting.
• Familiarity with other marketing analytics tools (e.g., Google Analytics).
• Experience with other marketing automation platforms such as Mailchimp or SlateCRM.
• Experience with A/B testing platforms and methodologies beyond basic email client functionality.
• Understanding of SEO principles as they relate to email content.