Healthstream Incorporated - Nashville, TN
posted 3 months ago
HealthStream is seeking a Sr. Manager, Email & Marketing Automation to join our Digital & eCommerce Marketing team. This role is pivotal in overseeing the development, execution, and analysis of email campaigns within Salesforce Marketing Cloud and Salesforce Marketing Cloud Account Engagement (Pardot). The primary focus of this position is on lead generation, nurturing, and retention efforts. The Sr. Manager will leverage insights to optimize campaign performance and enhance audience engagement. Responsibilities include building emails and automations, segmenting audiences, growing lists, performing testing, and delivering insights. Additionally, the role involves maintaining operational lead and data flows to ensure that CRM integration functions as intended. The Sr. Manager will support HealthStream's internal team of product marketers in executing marketing campaigns aimed at generating new sales qualified leads and increasing engagement with existing leads. The ideal candidate should have experience using Marketing Cloud, Pardot, and the Salesforce product suite. This position reports to the AVP of Digital & eCommerce Marketing. The successful candidate will be responsible for adhering to all HealthStream security policies, procedures, and assigned training, ensuring compliance with regulations such as CAN-SPAM and GDPR. In this role, you will develop and execute end-to-end email marketing campaigns across multiple solution lines, including setting up behaviorally triggered email lifecycle campaigns designed to activate and retain customers. You will also segment and manage email lists, ensuring accurate targeting and personalized communication based on customer demographics, preferences, and behavior. A/B testing will be a key component of your responsibilities, as you will lead and conduct tests on marketing programs to maximize effectiveness. You will manage email operations, ensuring efficient data flow, targeting, and event tracking, while executing with quality through a comprehensive QA checklist, proofreading, testing, and approvals. Monitoring lead acceleration from Marketing Cloud & Pardot to CRM (Salesforce) will be essential to ensure complete and accurate data flow. Collaboration with key stakeholders to define segments, audiences, frequency, and priorities will be crucial. As a strategic partner, you will provide insights and support for broader marketing objectives, using data insights to make data-driven decisions and recommend improvements to enhance campaign effectiveness. Staying up-to-date with the latest B2B marketing automation practices and tactics will be necessary to recommend optimal automation utilization where appropriate. Other duties may be assigned as needed.