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.
• Translates business objectives into actionable Salesforce Marketing Cloud (SFMC) solutions, leveraging tools such as Email Studio, Journey Builder, Automation Studio, and Mobile Studio.
• 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 to support lead generation, lifecycle journeys, and event promotion.
• Executes marketing automation programs for campaigns, webinars, tradeshows, and both client-facing and internal initiatives.
• Partners with business marketing leads to design and deliver demand generation strategies, ensuring campaign architecture and messaging align with overall objectives.
• 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 to deliver tailored content streams and campaigns.
• Maintains and oversees the campaign calendar, aligning scheduling and deployment with business priorities and stakeholder expectations.
• Creates and optimizes nurture programs that align with customer journey stages to deepen engagement and brand loyalty.
• Administers and maintains client data sets, performing regular segmentation to ensure audience targeting aligns with campaign objectives and KPIs.
• Builds targeted audience segments for each marketing initiative to maximize engagement, revenue, and relevance.
• Maintains an up-to-date opt-in client database, ensuring compliance with communication preferences and regulations.
• Manages integrations between the marketing automation platform and other technologies to support data flow and enhance campaign capabilities.
• Conducts quality assurance audits and testing within the platform to ensure accurate program implementation and identify opportunities for improvement.
• Serves as the marketing automation subject matter expert in campaign planning sessions, providing guidance to optimize strategies, workflows, and outcomes.
• Partners with sales enablement, inside sales, and marketing teams to align demand generation programs and improve performance reporting.
• Collaborates with the enterprise data team to develop segmentation strategies, maintain data quality, and support marketing efforts with accurate data.
• Analyzes campaign performance, customer behavior, and engagement trends to identify insights for continuous improvement.
• Creates and shares reports, dashboards, and performance summaries with stakeholders to measure success against KPIs.
• 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, incorporating new capabilities as appropriate.
• Serves as a subject matter expert for marketing automation platforms, providing guidance, training, and support to internal users.
• Stays current on industry trends, innovations, and educational resources in marketing automation and email marketing to ensure continuous professional development.

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 or applicable experience.
• Proven hands-on experience with Salesforce, Marketing Cloud, and integrations between Salesforce Marketing Cloud and CRMs like Salesforce Sales or Service Cloud.
• Salesforce Marketing Cloud certifications are required.
• Deep knowledge of SFMC modules: Email Studio, Journey Builder, Automation Studio, Contact Builder.
• Background in developing journey maps or customer lifecycle frameworks.
• Solid understanding of client segmentation based on product ownership data.
• Understanding of digital marketing concepts, customer lifecycle strategies, and data privacy compliance.
• Experience managing campaign builds from strategy through deployment and reporting.
• Strong listening, written, and verbal communication skills.
• Strong grammatical and proofreading skills, with the ability to adapt copy for various audiences.
• Solid creative style skills and strong problem-solving, decision-making, and organizational skills.
• Ability to handle multiple projects at various phases of development and implementation.
• Strong interpersonal skills to establish and maintain cooperative relationships.
• Advanced computer skills, including MS Office and CRM programs.

Nice to Have

• Financial industry experience.
• Experience with developing customer journey maps or lifecycle frameworks.
• Experience with campaign automation for webinars, tradeshows, and internal initiatives.

Benefits & Perks

• Hybrid work model with up to 50% remote work.
• Flexible schedules, including summer flexibility.
• Up to 9% contribution to 401(k) (3% fixed 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.