Salesforce Marketing Cloud Specialist

About the role

The Salesforce Marketing Cloud Specialist serves as the primary administrator and technical subject matter expert for Salesforce Marketing Cloud within George Mason University’s Salesforce Center of Excellence (COE). This role is responsible for administering, configuring, and optimizing Marketing Cloud to support multi-channel communications and engagement initiatives, with a focus on enrollment, admissions, and student lifecycle communications. The position partners closely with marketing, communications, enrollment, and technical teams across the Office of the Provost to ensure Marketing Cloud is reliable, scalable, well-governed, and aligned with institutional goals.

Responsibilities

• Serve as the primary administrator and technical owner of Salesforce Marketing Cloud;
• Configure and maintain Marketing Cloud functionality including Contact Builder, Email Studio, Journey Builder, Automation Studio, and Mobile Studio;
• Manage users, roles, permissions, business units, and security settings;
• Maintain data extensions, subscriber models, and data governance standards;
• Monitor platform performance, system health, and data integrity;
• Review Salesforce release notes and implement relevant enhancements and best practices.

Requirements

• Considerable, hands-on experience administering Salesforce Marketing Cloud;
• Experience building and supporting automated, multi-channel marketing journeys;
• Experience managing Marketing Cloud data extensions, subscriber models, and integrations;
• Experience providing technical support and troubleshooting for end users;
• In-depth knowledge of Salesforce Marketing Cloud architecture, data model and core studios (Email Studio, Journey Builder, Automation Studio, Contact Builder, Mobile Studio);
• Working knowledge of SQL for querying, filtering, and managing data extensions;
• Working knowledge of administration and configuration of Salesforce Marketing Cloud including user management, business units, and permissions;
• Working knowledge of AMPscript for dynamic content and personalization;
• Ability to build, automate, and maintain complex multi-step journeys using Journey Builder and Automation Studio;
• Ability to translate business requirements into technical Marketing Cloud solutions.

Preferred Qualifications

• Salesforce Marketing Cloud Administrator certification;
• Salesforce Marketing Cloud Consultant certification;
• Salesforce Marketing Cloud Email Specialist certification;
• Additional Salesforce certifications (e.g., Advanced Administrator, Platform App Builder, Service Cloud Consultant, Education Cloud Consultant, Data Cloud Consultant);
• Experience supporting marketing, communications, or enrollment initiatives in higher education;
• Experience with Marketing Cloud Connect for CRM/Marketing Cloud integration;
• Experience working within a Salesforce Center of Excellence or enterprise Salesforce program;
• Experience working with admissions, enrollment management, or student services organizations;
• Experience operating within a large, complex Salesforce environment;
• Knowledge of higher education enrollment, admissions, or student lifecycle communications and marketing strategies;
• Knowledge of Salesforce Sales Cloud, Service Cloud, and Education Cloud;
• Knowledge of digital marketing best practices, including email deliverability, sender reputation management, and engagement optimization;
• Knowledge of data governance, privacy, and compliance requirements;
• Knowledge of enterprise CRM environments and governance models;
• Working knowledge of ETL or integration tools (e.g., Informatica, MuleSoft or similar);
• Working knowledge of AMPscript and/or Server-Side JavaScript (SSJS);
• Basic understanding of HTML, CSS, and responsive email design principles;
• Ability to analyze campaign performance metrics (deliverability, engagement, conversion) and interpret marketing analytics.