Marketing Automation Specialist

About the position

The Marketing Automation Specialist is responsible for executing and managing the marketing automation system, Marketo, and the marketing attribution system, Marketo Measure. This role involves assisting with online marketing programs related to email marketing and digital campaigns, ensuring effective communication and data management to optimize marketing efforts.

Responsibilities

• Administer the marketing automation system, Marketo, to assist the Senior Manager, Digital Marketing in maintaining system configuration, launching campaigns, sending emails, and monitoring program activities.
• Administer the marketing attribution system, Marketo Measure, to assist the Senior Manager, Digital Marketing in maintaining system configuration and executing marketing analytics reporting.
• Help devise the department's email strategy to improve marketing campaign ROI.
• Build email programs by setting up program assets in Marketo, including email templates, landing pages, forms, lists, and campaigns.
• Lead the quality assurance process for email marketing campaigns, including QA checklist, proofreading, and testing.
• Maintain brand and email design standards to ensure Marketo adoption through team training, SOPs, and processes.
• Coordinate the master email calendar, scheduling and approving emails, recommending cadence, and controlling communication limits.
• Maintain lead management processes, including creation of leads, list loads, sync, scores, alerts, triggers, and data cleanliness.
• Report performance metrics in routine meetings to present insights and recommendations for optimization.
• Assist with the development of lead scoring methodologies to enhance audience segmentation strategies.
• Manage roles and permissions for all Marketo users and develop training and onboarding programs for the department.
• Develop onboarding campaigns, triggers, and nurture flows for new product launches with other Marketing Managers.
• Proactively review, analyze, report, and communicate performance metrics for all nurture campaigns.
• Act as a liaison with other departments, including Salesforce.com, Business Intelligence, Product, and IT.
• Consult with Google Analytics data to deliver actionable insights to internal stakeholders.

Requirements

• Strong technical, analytical, verbal, and interpersonal communication skills.
• Strong data analysis skills and experience working with data to uncover insights.
• Acute attention to detail and strong proofing skills.
• Flexibility in handling multiple tasks/projects simultaneously.
• Strong organizational and self-project management skills.
• Ability to work independently with minimal supervision.
• Strong problem-solving and conflict management skills.
• Sense of urgency to meet deadlines and proactive follow-through.
• Ability to discuss technical matters with a non-technical audience.
• Proactive in analyzing performance and making improvements.
• Team player who enjoys interacting with others.
• Bachelor's degree in marketing or business (preferred).
• Marketo Certified (preferred).
• 2-4 years of experience as an administrator of Marketo or other email marketing automation systems (Pardot, HubSpot, Eloqua, etc.).
• Experience with developing and maintaining Marketo integration with CRM (Salesforce.com preferred) and other marketing technology.
• Thorough understanding of email marketing best practices, marketing metrics, and marketing analytics.
• Experience analyzing data and summarizing takeaways.
• Understanding of lead nurturing, sales funnel, and strategies to optimize lead conversions.
• Excellent verbal and written communication skills.
• Experience with Microsoft Excel, PowerPoint, and Word, as well as Google Analytics.
• Experience making basic edits in HTML.