Senior Specialist, Digital Marketing

Burns & Wilcox - Farmington Hills, MI

Full-time - Mid Level

Farmington Hills, MI

1,001-5,000 employees

Insurance Carriers and Related Activities

About the position

The Digital Marketing team at H.W. Kaufman Group is seeking a Senior Specialist in Digital Marketing who possesses a technological mindset, with a strong focus on leveraging technology, data, and innovation to unlock new possibilities and solve complex problems. This role is pivotal in translating marketing campaign requirements into effective technical solutions across various marketing platforms, including Salesforce Marketing Cloud, Personalization, WordPress, and Social Media platforms. The successful candidate will report directly to the Senior Manager of Digital Marketing and will be instrumental in enhancing client experiences and driving business growth through data-driven strategies. In this position, the individual will be responsible for building marketing automation workflows using Salesforce Marketing Cloud, including Journey Builder, Automation Studio, and Triggered Sends, in collaboration with the Senior Manager. They will also create data extensions based on segmentation criteria and implement dynamic content and personalization elements within email templates to ensure that messaging is relevant and tailored to specific audience segments. Thorough testing of campaigns will be a critical part of the role, ensuring that all aspects of email rendering, dynamic content, and automation workflows function seamlessly. The Senior Specialist will also manage URL tracking protocols across various marketing platforms and extract and compile data from multiple systems to support ongoing marketing campaigns. This includes analyzing data to assess campaign effectiveness and providing detailed reports to stakeholders, using insights to make data-backed recommendations for improvement. Additionally, the role involves assisting with social media post scheduling, technical documentation, and troubleshooting technical issues to ensure smooth execution of marketing initiatives. The ideal candidate will be proactive in researching and learning new technologies that can enhance the performance of digital marketing programs, implementing best practices in style and functionality to improve user experience. This position offers a unique opportunity to work within a global, forward-thinking specialty insurance organization, contributing to innovative marketing strategies that drive success.

Responsibilities

• Build marketing automation workflows in Salesforce Marketing Cloud, including Journey Builder, Automation Studio, and Triggered Sends.
• Create data extensions based on segmentation criteria defined in collaboration with the Senior Manager and marketing team.
• Implement dynamic content and personalization elements within email templates for targeted messaging.
• Conduct thorough testing of campaigns, including email rendering, dynamic content, and automation workflows.
• Configure, customize, test, launch, and maintain use cases across website and email platforms in Salesforce MC Personalization.
• Maintain Audience/Catalogs within Personalization.
• Assist in general website updates and revisions on WordPress.
• Support vendor management of websites, including task assignment and management.
• Manage URL tracking protocols across various marketing platforms.
• Extract and compile data from multiple marketing systems to support ongoing campaigns.
• Analyze data to assess campaign effectiveness and provide detailed reports to stakeholders.
• Assist in scheduling social media posts as needed.
• Help with technical documentation and training as required.
• Troubleshoot and resolve technical issues to ensure smooth execution of marketing initiatives.
• Research and learn new technologies to improve digital marketing performance.

Requirements

• Bachelor's Degree in Communications, Marketing, Advertising, Business, or equivalent combination of education and experience.
• 3+ years of marketing experience within technical development of campaigns.
• Strong understanding of email marketing platforms, particularly Salesforce Marketing Cloud and Marketing Cloud Personalization.
• Experience with Journey Builder and automation.
• Excellent analytical skills and proficiency in data extraction and compilation.
• Strong verbal and written communication skills.
• Excellent organizational and project management skills.
• High attention to detail.
• Ability to adapt to changing priorities based on organizational needs.

Nice-to-haves

• Programming skills in HTML, CSS, and Dreamweaver.
• Experience with SQL and AMPscript.
• Familiarity with WordPress.
• Experience in SF MCP sitemap and template development and builds.
• B2B marketing experience.