Marketing Agency - Business Analyst

Marketing Agency – Business Analyst

Location – New York City, NY

We are seeking a highly skilled Business Analyst to support a long‑term strategic engagement for a major financial institution’s co‑branded credit card marketing program. This role will focus on email marketing campaigns, requiring strong expertise in Salesforce Marketing Cloud (SFMC), data analysis, audience segmentation, and technical documentation.

The ideal candidate will act as a central liaison between business stakeholders, technical teams, and external clients—ensuring marketing campaigns are built, tested, and launched based on accurate, compliant, and approved specifications.

• Collaborate with internal teams and external clients to gather, analyze, and document business and technical requirements for email marketing campaigns.
• Serve as the primary point of contact for clarifying campaign requirements and translating business needs into technical specifications.
• Create comprehensive Technical Specification Documents (TSDs) that guide execution across multiple work streams and teams.
• Analyze inbound data files from bank and merchant partners to identify required data fields and segmentation logic.
• Define audience segmentation criteria, exclusion rules, and suppression logic based on campaign objectives.
• Manipulate and validate datasets to ensure data quality, accuracy, and integrity throughout campaign execution.
• Design and document campaign workflows, including:
  Data ingestion, Audience segmentation, Dynamic content mapping, Suppression and exclusion logic.
• Create and manage Data Extensions within Salesforce Marketing Cloud for testing and deployment.
• Coordinate closely with database engineers, developers, QA analysts, and SFMC architects to ensure alignment and smooth execution.
• Develop and execute detailed test cases and use cases, including dynamic content scenarios.
• Manage User Acceptance Testing (UAT) and email proofing processes, ensuring both internal and client approvals.
• Deploy UAT executions and proofs through SFMC and confirm readiness for production launch.
• Develop and maintain audit plans, launch documentation, and traceability records to support compliance requirements.
• Ensure all campaigns meet regulatory, brand, and quality standards prior to launch.
• Play a critical role in a long‑term strategic initiative supporting a major financial institution.
• Act as the central liaison between business teams, technical teams, and external clients.
• Own the accuracy and completeness of technical documentation that drives downstream execution.
• Influence campaign success by ensuring builds are aligned with approved specifications.
• Operate with a high degree of autonomy, ownership, and accountability.
• Directly impact client satisfaction, customer engagement, and campaign performance.

• Extensive experience in Business Analysis, enterprise process mapping, and documentation.
• Strong client and stakeholder management skills.
• Ability to translate complex financial and technical concepts into actionable business insights.
• Strong functional architecture and hands‑on experience with CRM and MARTECH platforms, especially Salesforce Marketing Cloud (SFMC).
• Solid understanding of dynamic content logic, data extensions, and email marketing automation.

The base compensation range for this role in the posted location is: $ – $

Capgemini provides compensation range information in accordance with applicable national, state, provincial, and local pay transparency laws. The base compensation range listed for this position reflects the minimum and maximum target compensation Capgemini, in good faith, believes it may pay for the role at the time of this posting. This range may be subject to change as permitted by law.

The actual compensation offered to any candidate may fall outside of the posted range and will be determined based on multiple factors legally permitted in the applicable jurisdiction.

These may include, but are not limited to:
Geographic location, Education and qualifications, Certifications and licenses, Relevant experience and skills, Seniority and performance, Market and business…