Senior Manager, Marketing Technology

About the role

The Goodwill Central Texas Marketing team supports a diverse and complex organization, serving internal stakeholders and community members across Retail, Commercial Services, Goodwill Staffing Group, GCTA Technical College, Excel Center Adult High School, Business and Community Engagement, Workforce Advancement Programs, and Development. The Senior Manager, Marketing Technology serves as the primary link between the Marketing organization and IT, ensuring Marketing has the technology, systems, data infrastructure, and technical capabilities necessary to operate effectively and efficiently. This role owns the administration, governance, integration, data quality, and optimization of marketing technology platforms and provides technology training and support to the Marketing organization. The role partners closely with marketing leaders and creative/content teams to enable campaign execution but does not own creative development, content development, or overall campaign strategy.

Responsibilities

HubSpot & Marketing Automation

• Serves as the primary administrator and subject-matter expert for HubSpot, partnering with IT and stakeholders across all business units to develop and implement platform solutions that support organizational goals.
• Translates business unit requirements into HubSpot workflows, automations, contact properties, forms, lifecycle stages, and other platform functionality.
• Develops and maintains user journeys for prospects, leads, and existing contacts based on established audience personas.
• Builds and maintains automated workflows and drip campaigns that support cross-departmental and cross-audience marketing initiatives.
• Establishes and maintains standards for contact management, segmentation, naming conventions, and other HubSpot data structures to ensure consistency and scalability.
• Oversees HubSpot integrations with other organizational systems and platforms, partnering with IT and external vendors to troubleshoot issues and optimize system performance.
• Monitors database health and implements processes to improve data accuracy, completeness, consistency, and usability.
• Manages users, permissions, subscriptions, and seats in accordance with organizational needs, established governance standards.

Marketing Technology & Systems

• Oversees the day-to-day administration, optimization, and adoption of the full mar-tech ecosystem, ensuring systems are properly configured, maintained, and utilized.
• Partners with IT and organizational stakeholders to continuously evaluate, implement, and optimize marketing technology platforms.
• Serves as the primary marketing point of contact for technology vendors and platform providers, coordinating product updates, renewals, issue resolution, and escalations.
• Establishes user access, permissions, naming conventions, platform usage and documentation.
• Manages subscriptions, licenses, seats, and user permissions to ensure appropriate access and cost-effective utilization.
• Identifies opportunities to automate manual processes and improve efficiency through technology, workflow automation, and system integrations.
• Stays current on emerging AI capabilities and evaluates opportunities to incorporate AI into marketing workflows.
• Designs and implements AI-enabled workflows that improve efficiency, consistency, and scalability while adhering to organizational policies and standards.
• Provides ongoing training, resources, and support to improve marketing team proficiency and adoption of technology platforms and AI tools.

Channel & Data Management

Email Marketing

• Owns the functional implementation and administration of email marketing platform (HubSpot) for all business units, including campaign setup, audience management, segmentation, scheduling, deployment, and reporting.
• Manages contact lists, data structures, subscription preferences, segmentation, and data hygiene within HubSpot.
• Conducts functional QA of email campaigns prior to deployment, including audience selection, links, tracking, personalization, and other technical elements.
• Monitors channel health and performance and provides data-informed recommendations for optimization.
• Does not develop email layouts, graphics, copy, or other creative content.

Digital Advertising

• Owns the functional implementation and administration of digital advertising platforms, including PMAX (Google Performance Max), Meta, LinkedIn, YouTube, and other applicable platforms.
• Implements and maintains campaign configurations, audiences, conversion events, tracking parameters, pixels, tags, and other technical components of digital advertising campaigns.
• Conducts technical QA and ongoing monitoring of digital advertising campaigns to ensure accurate implementation, tracking, and data capture.
• Monitors digital advertising channel health and performance and provides data-informed recommendations for optimization.
• Does not develop advertising creative, copy, or other campaign content.

Data & File Management

• Manages the marketing team's internal file system and digital asset organization within SharePoint, ensuring files and assets are organized, accessible, current, and appropriately archived.
• Monitors marketing databases for data-quality issues, and implements processes to address them.
• Establishes file-management standards, naming conventions, permissions, and archival practices to improve accessibility and functionality.

Analytics, Reporting & Optimization

• Develops reports and dashboards