CRM & Email Marketing Analyst

Location: City of Edinburgh

Job Title

CRM & Email Marketing Analyst

Department

Marketing & Distribution-BG-UK

Overview of Department

The CRM & Email Marketing Team manages the creation and distribution of global marketing emails via Marketo. This includes mapping user journeys, managing targeting lists, creating HTML emails and landing pages, and analysing results. The team also manages integrations with platforms including Salesforce, Zoom, Workcast and Linked In, coordinates postal mailings and supports webinars, lead generation and nurture programmes. Working closely with colleagues across the Clients Department, the team supports the delivery of global marketing campaigns.

Purpose

of Role

As a CRM & Email Marketing Analyst, you'll support the delivery of our email marketing activity through the creation, updating and maintenance of email and landing-page content and templates within Marketo. You'll work closely with internal stakeholders to understand their requirements and translate these into high-quality email marketing activity, supporting campaigns, webinars and events. You'll also work with colleagues across the CRM & Email Marketing Team to coordinate delivery, test and analyse performance and continually develop your understanding of the digital and marketing environment.

Responsibilities

• Using Marketo, create, update and maintain email content and templates for email marketing activity, including webinar promotion and event sign-up.
• Engage with internal stakeholders, reviewing briefs and gathering requirements for implementation.
• Work closely with the wider CRM & Email Marketing Team to ensure an efficient flow of requests and implementation and support the scheduling of sends.
• Work with the team, relevant areas of the firm and external agencies to support marketing initiatives across the business.
• Maintain awareness of financial promotion and other relevant legislation and consider its impact on our websites and online marketing material, with guidance from Compliance and Legal.
• Maintain appropriate compliance records and relevant procedure notes.
• Maintain awareness of developments across digital and marketing, contributing ideas and proposals where appropriate.
• Conduct testing and reporting on email performance and sign-up rates.

What success looks like

High-quality campaign delivery:
Email and landing-page activity is created and delivered accurately, consistently and to agreed timescales. Effective stakeholder support:
Requirements are understood clearly and translated into effective email marketing activity, with stakeholders kept informed throughout delivery. Strong digital execution:
Marketo and related digital tools are used effectively to create, maintain and deliver high-quality campaigns, with appropriate testing and quality control. Insight-led improvement:
Email performance and sign-up data are used to understand effectiveness and identify opportunities to improve future activity. Effective controls:
Email marketing activity is delivered with appropriate consideration of financial promotion, data protection and other relevant requirements, with accurate records maintained.

Qualifications

• Willingness to achieve Marketo Certified Expert within 12 months of starting the role.
• Relevant marketing industry qualifications would be advantageous.
• Your knowledge and experience Experience executing email campaigns and flows.
• Good understanding of General Data Protection legislation.
• Knowledge of HTML and CSS or other relevant coding languages.
• Experience using Marketo or another email service provider (ESP).
• Experience building emails using dynamic content and segmentation.
• Experience with in financial services would be advantageous.

The type of candidate that we're looking for

We're looking for someone with strong…