Marketing Data Manager

Overview

This role serves as the Marketing Department’s go-to resource for managing email and direct mail data, audience segmentation, reporting, analytics, and marketing automation. Working closely with the Email Team, Web Team, Campaign leads, Membership team, and Business Intelligence group, this position supports the preparation and management of data extensions, builds repeatable data and tracking processes, assists with Salesforce Marketing Cloud automations and journeys, and prepares data extracts for direct mail acquisition campaigns.

The role also analyzes AOPA’s total addressable audience to guide targeting, acquisition, and growth strategies, and supports web and multi-channel analytics using GA4, Looker Studio, and related tools to deliver clear, actionable reporting across email, web, digital advertising, and direct mail. This position does not manage staff but collaborates cross-departmentally to improve data quality, campaign accuracy, attribution, and insight generation.

• Data, Segmentation and Automation (55-60%)
• Analytics, Attribution and Reporting (30-35%)
• Collaboration and Support (10-15%)
  • Support marketers with list pulls, audience analysis, targeting recommendations, and measurement planning.
  • Document data schemas, segmentation logic, workflows, naming conventions, tracking standards, and reporting definitions to support consistency and scalability.
  • Perform other related duties as assigned.

• Bachelor’s degree in Data Analytics, Information Systems, Marketing, Communications, or a related field (or equivalent professional experience).
• 4-6 years of professional experience in marketing operations, data analytics, or digital marketing, with a proven track record of managing data-driven campaigns.
• Advanced Salesforce Marketing Cloud (SFMC) Proficiency:
  Hands-on experience building and managing Data Extensions, Automation Studio, Journey Builder, and triggered emails.
• Intermediate to Advanced SQL
  
  Skills:
  
  Ability to write and troubleshoot queries for complex audience segmentation, data filtering, and reporting within a marketing database.
• Web & Multi-Channel Analytics Mastery:
  Expertise in building and interpreting dashboards using GA4, Looker Studio, and/or Plausible to track digital advertising, social, and web performance.
• Data Storytelling & Visualization:
  Ability to aggregate data from multiple sources and synthesize it into clear, actionable reports and visual summaries for diverse stakeholders.
• CRM & Integration Expertise:
  Understanding of data flows between CRMs (like Salesforce), marketing automation platforms, and third-party tools to ensure data integrity and accurate attribution.
• Campaign Management & Tracking:
  Experience designing and managing tracking structures, including UTM parameters, source codes, and campaign-level reporting logic.
• Direct Mail & Offline Data Management:
  Experience pulling, validating, and modeling data extracts for direct mail acquisition, renewals, and cross-sell campaigns.
• Salesforce Certified Marketing Cloud Specialist:
  Possession of (or the ability to obtain) certifications such as Marketing Cloud Email Specialist or Marketing Cloud Consultant.
• Google Analytics Certification: GA4 certification demonstrating understanding of modern tracking and event-based data models.
• Process Documentation:
  Documenting data schemas, workflow logic, naming conventions, and repeatable standards to ensure team scalability.
• Lead-Generation Pipeline
  
  Experience:
  
  Experience structuring data to support funnel visibility, including lead scoring, quality assessment, and conversion tracking.
• Collaborative Troubleshooting:
  Strong interpersonal skills to act as a cross-functional connector between BI and marketing teams to solve data discrepancies.
• Detail-Oriented Quality Assurance:
  High accuracy in QA’ing large audience segments and automation logic before deployment.

• Formal training, certification, or advanced hands-on experience with Salesforce Marketing Cloud.
• Certifications or coursework in Google Analytics, Looker Studio, or related analytics platforms.
• Experience supporting multi-channel marketing programs and…