Marketing Automation Manager

Job Summary

The Marketing Automation Manager will develop a robust email and SMS program using Salesforce Marketing Cloud. This role focuses on building and operating the email and SMS channel in Salesforce Marketing Cloud to deliver the communications that engage B2B and B2C audiences. A successful candidate has expertise in audience segmentation, email marketing, performance tracking and optimization, and marketing automation platforms. We are committed to both Salesforce CRM and Marketing Cloud, and you are expected to be fluent in the platforms.

Responsibilities

• Build and operationalize multi-touch customer journeys in Journey Builder based on lifecycle strategy and business requirements.
• Implement dynamic, personalized content and audience-based variations across Salesforce Marketing Cloud, including but not limited to Email Studio, Journey Builder, Audience Builder, Content Builder, Mobile Studio, and Web Studio.
• Maintain an organized information architecture across your projects, campaigns, naming conventions, etc. to ensure proper performance tracking.
• Possess HTML/CSS skills and can autonomously define and develop email templates and automations that are customizable and scalable.
• Write SQL queries to build data extensions in SFMC and AMP Script logic to implement business requirements.
• Develop a rigorous testing strategy for email marketing campaigns, including subject lines, dynamic content, layout and targeting.
• Possess the ability to create complex segmentation (inclusion, exclusion, targeting, hygiene), define automation rules, evaluate gaps, and suggest operational efficiencies.
• Act as the subject matter expert on email and marketing automation, and work cross-functionally with stakeholders to proactively suggest process and system improvements to drive more value from our solutions.
• Anticipate and trouble-shoot issues in relation to the systems you own, work collaboratively to implement, and document solutions.
• Thorough understanding of how to use UTMs for tracking marketing performance.
• Ability to assist our Marketing Analyst to report on the effectiveness of lead scoring, engagement studios, email testing and performance.
• Exhibit professionalism and accountability in all aspects of the role.
• Make good decisions based on available data and situational awareness.

Qualifications

• Bachelor’s degree & 8 years’ directly related experience; OR Associate’s degree & 10 years’ directly related experience; AND 4 years’ managerial experience, directly related to managing people, projects, programs or resources.
• SFMC-certified; 4+ years’ hands-on experience with Salesforce Marketing Cloud.
• Expert knowledge in HTML/CSS email coding and design of responsive emails.
• Experience with SMS processes.
• Knowledgeable with email and SMS best practices, including but not limited to accessibility, CAN-SPAM Act, and other compliance regulations.