Marketing Automation Specialist

JOB DESCRIPTION

The Marketing Automation Specialist is responsible for supporting programmatic and operational initiatives within the firm’s marketing automation platform (MAP) Marketo. Responsibilities for this role include automation of demand generation campaigns, supporting marketing operation programmatic functions (lead life cycle, lead scoring, lead nurturing), make data-driven recommendations, creating and maintaining campaign assets (gated content, basic web pages, emails, image gallery), and implementing marketing automation best practices.

Job Summary



JOB DESCRIPTION

The Marketing Automation Specialist is responsible for supporting programmatic and operational initiatives within the firm’s marketing automation platform (MAP) Marketo. Responsibilities for this role include automation of demand generation campaigns, supporting marketing operation programmatic functions (lead life cycle, lead scoring, lead nurturing), make data-driven recommendations, creating and maintaining campaign assets (gated content, basic web pages, emails, image gallery), and implementing marketing automation best practices.



Job Duties

• Supports marketing operations initiatives related to lead lifecycle, lead scoring, lead nurturing, segmentation, and data hygiene
• Builds marketing automation programs adhering to the firm’s MAP standards and best practices
• Creates and executes marketing campaigns in Marketo, the firm’s marketing automation platform (MAP)
• Builds and maintains nurture stream programs for regular communication with customers and prospects
• Supports maintaining data quality within the MAP database
• Tracks and measures program objectives
• Creates and monitors reports on marketing programs and business results
• Reviews and conducts thorough QA testing on Marketo programs
• Collaborates with various marketing functions to ensure there is a cohesive creation, execution, and testing/optimization strategy to increase engagement and meet program goals
• Assists in the creation of marketing assets such as emails, landing pages, forms, smart campaigns, and reports within Marketo, including templates for use by others within the marketing function
• Supports targeted audience pulls and success tracking according to campaign requirements
• Documents and communicates best practices and firm requirements for the MAP
• Assists in training marketing resources on how to run reports and accomplish basic tasks within the MAP
• Other duties as required

• N/A

• Bachelor’s degree, required; focus in Marketing, Communications, Information Technology, Business, Accounting, or Finance, preferred

• Two (2) or more years of marketing or communications experience, required
• Experience working within a professional services environment (i.e., accounting, financial consulting, business advisory services and/or banking industries), preferred

• Marketo Certified Expert (MCE), preferred

• Experience with Marketing Automation Platforms, required; prior experience with Marketo, preferred
• Experience with CRM systems, preferred; prior experience with MS Dynamics, preferred
• Experience with CMS software solutions, preferred; prior experience with Kentico, preferred

• N/A

• Working knowledge of digital marketing, marketing automation, and CRM best practices
• Strong understanding of multi-channel marketing campaigns
• Basic knowledge around attribution, lead lifecycle, and lead scoring concepts
• Strong analytical skills and ability to work both independently and on cross-functional teams
• Basic understanding of data privacy laws including CAN-SPAM and GDPR
• Deep understanding of email KPIs including, open rate, click through rate, click to open rate, bounce rate, and opt out rate and the ability to make strategic recommendations to improve them
• Aptitude for logic expressions and workflow construction
• Excellent project management skills and organizational skills, and a proven success of managing to a deadline
• Displays superior verbal and written communication skills
• Ability to work in a deadline-driven environment while handling multiple…