Marketing Automation Specialist

About the Role

Key Responsibilities

• Designs, executes, and optimizes personalized, data-driven customer journeys across email, SMS, web, and other digital channels.
• Leverages Salesforce Marketing Cloud tools such as Email Studio, Journey Builder, Automation Studio, and Mobile Studio to deliver targeted campaigns.
• Manages the organization's Salesforce Marketing Cloud platform, ensuring accurate data, effective audience segmentation, and seamless campaign execution.
• Builds and maintains digital assets including dynamic content, landing pages, and campaign-specific creative.
• Executes marketing automation programs for campaigns, webinars, tradeshows, and internal initiatives.
• Partners with marketing leads to design and deliver demand generation strategies, aligning campaign architecture and messaging.
• Develops and manages lead scoring practices to identify and prioritize marketing qualified leads.
• Supports account-based and personalized marketing initiatives, collaborating with product marketing teams.
• Maintains and oversees the campaign calendar, aligning scheduling with business priorities.
• Creates and optimizes nurture programs to deepen engagement and brand loyalty.
• Administers and maintains client data sets, performing segmentation to ensure targeted audience outreach.
• Builds targeted audience segments to maximize engagement and relevance.
• Ensures compliance with marketing communication preferences and regulatory requirements.
• Manages integrations between marketing automation platform and other technologies.
• Conducts quality assurance audits and testing within the platform.
• Serves as a subject matter expert in campaign planning, providing guidance to optimize strategies and workflows.
• Analyzes campaign performance, customer behavior, and engagement trends to identify improvements.
• Creates reports, dashboards, and performance summaries for stakeholders.
• Monitors deliverability, engagement rates, and compliance with regulations such as CAN-SPAM and GDPR.
• Stays current on Salesforce Marketing Cloud features, digital marketing trends, and best practices.
• Serves as a subject matter expert, providing guidance, training, and support to internal users.

Requirements

• A Bachelor's degree in marketing, communications, or a related field, or an equivalent combination of education and experience.
• Minimum of 3 years of marketing experience with demand generation and marketing automation exposure.
• Proven hands-on experience with Salesforce Marketing Cloud and integrations with Salesforce Sales or Service Cloud.
• Deep knowledge of SFMC modules: Email Studio, Journey Builder, Automation Studio, Contact Builder.
• Experience developing customer journey maps or lifecycle frameworks.
• Solid understanding of client segmentation based on product data.
• Knowledge of digital marketing concepts, customer lifecycle strategies, and data privacy compliance.
• General knowledge of the financial industry and competitor products.
• Strong communication skills, both written and verbal.
• Strong grammatical and proofreading skills.
• Creative problem-solving, decision-making, and organizational skills.
• Ability to manage multiple projects simultaneously.
• Strong interpersonal skills for internal and external collaboration.
• Advanced computer skills, including MS Office and CRM programs.

Nice to Have

• Experience with financial industry is preferred.
• Salesforce Marketing Cloud certifications are required.

Benefits & Perks

• Hybrid work model with up to 50% remote work.
• Flexible schedules, including summer flexibility.
• Up to 9% towards 401(k) (3% fixed contribution plus up to 6% match).
• Medical, dental, vision, HSA/FSA, life & AD&D insurance, short-term and long-term disability, wellness program & EAP.
• Vacation, sick leave, holidays/floating holidays, parental leave, and volunteer paid time off.
• Learning and development programs.
• Mentorship programs.
• Cross-functional committee opportunities.
• Professional membership/certification reimbursement.