Strategist, Demand Generation and Performance Marketing

About Northern Trust As a global leader in innovative wealth management, asset servicing, asset management and banking services, Northern Trust (Nasdaq: NTRS) is proud to guide the world’s most successful individuals, families, corporations and institutions. Since 1889, we have aligned our efforts with our three guiding Principles That Endure:
Service, Expertise, and Integrity. Together, they reflect the three cornerstones of business conduct which we strive to instill in our employees, whom we call partners, and to provide to our clients and the communities we serve worldwide. With more than 135 years of financial experience and over 24,000 partners, we serve the world’s most sophisticated clients using leading technology and exceptional service.

Role/Department:
Strategist, Demand Generation & Performance Marketing/Digital Marketing As Asset Management and Asset Servicing continue to evolve their digital marketing and demand generation capabilities, this role will play a key part in building a more connected, automated, and measurable approach to audience engagement. The position will support the design and execution of marketing automation programs, including campaign orchestration, nurture journeys, lead management, segmentation, testing, and performance optimization.

The role partners with marketing, sales and business stakeholders to translate business objectives into scalable, data-driven marketing programs using Marketo, Salesforce and connected platforms. The strategist will oversee the build, launch and optimization of multi-channel campaigns. including managing marketing data and platform processes; and deliver reporting and insights that improve engagement, operational efficiency and business outcomes. The ideal candidate combines strategic thinking with hands-on technical execution, strong data discipline, and a commitment to continuous improvement.

• Develop and implement demand generation strategies and campaigns for Asset Management and Asset Servicing using Marketo, Salesforce CRM, Salesforce Campaigns, Microsoft Dynamics and connected marketing technologies.
• Collaborate with cross-functional internal teams such as sales, product, content strategy, and marketing teams to increase brand awareness, develop customer relationships, and drive revenue.
• Develop and maintain automated nurture, onboarding, engagement, re-engagement and retention journeys across prospect and client lifecycle stages.
• Implement and maintain lead management processes, including acquisition, source tracking, scoring, qualification, routing, recycling and handoff to sales, in alignment with agreed service levels and governance standards.
• Maintain reusable program templates, tokens, forms, landing pages, smart campaigns and operational workflows that improve speed, consistency, and scalability.
• Maintain marketing data quality through standardized field usage, list management, segmentation, deduplication, normalization, consent management and routine data audits.
• Monitor integrations and data flows between Marketo, Salesforce and connected platforms; troubleshoot sync, workflow and campaign-processing issues and coordinate resolution with technology, operations and data partners.
• Continuously test marketing tactics to improve results and drive innovation.
• Plan and evaluate A/B and multivariate tests for subject lines, content, audience, cadence and conversion experiences, and apply findings to ongoing optimization.
• Use data analytics and digital platforms to track and measure the performance of campaigns (conversion rate, acquisition, return on investment) and prepare detailed reports.
• Define campaign KPIs, create reporting and analyze performance across delivery,…