Marketing Platform Architect

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Overview

The Marketing Platform Architect is responsible for designing scalable, data-driven marketing automation solutions that support customer acquisition, engagement, personalization, and retention. This role translates business objectives and customer data requirements into Salesforce Marketing Cloud architecture, journey logic, segmentation strategies, and execution-ready technical solutions.

Reporting to the Manager, Marketing Technology & Data Activation, the role partners closely with Marketing, Analytics, IT, and other stakeholders to strengthen marketing platform capabilities, improve data activation, and ensure campaigns are built with quality, consistency, and long-term scalability.

As a Salesforce Marketing Cloud subject matter expert, this position provides technical guidance across Email Studio, Journey Builder, Automation Studio, Audience Builder, SQL, AMPscript, and related integrations. The role supports continuous improvement of marketing processes, platform governance, and customer journey performance while enabling more personalized and effective engagement across the customer lifecycle.

Responsibilities

Marketing Automation Architecture & Journey Strategy

• Design scalable Salesforce Marketing Cloud solutions that support customer acquisition, engagement, personalization, retention, and lifecycle marketing goals.
• Translate business objectives, audience requirements, and customer data inputs into journey architecture, segmentation logic, automation flows, technical blueprints, and execution-ready campaign solutions.
• Develop customer and enterprise journey maps that identify dependencies, requirements, prioritization considerations, suppression rules, entry and exit criteria, and overlap mitigation strategies.
• Build scenario plans, decision logic, default paths, cadence recommendations, wait times, and edge-case handling to support reliable and scalable marketing automation.
• Incorporate testing and optimization logic, including A/B testing, tracking requirements, and measurement considerations, into campaign and journey architecture.

Marketing Data Governance, Integration & Platform Readiness

• Partner with Marketing, Analytics, IT, and other stakeholders to align Salesforce Marketing Cloud initiatives with business priorities, data strategy, and customer experience goals.
• Assess data requirements, data availability, integration needs, field usage, object relationships, and API considerations needed to support reliable campaign execution and customer journey delivery.
• Support data integrity, migration, cleansing, field decommissioning, and form optimization efforts that affect marketing automation, segmentation, journey entry sources, and customer communications.
• Develop and maintain SQL queries, automation activities, contact update processes, and journey entry source logic to support both new and existing customer journeys.
• Identify known or potential data issues that may affect marketing campaigns and partner with cross-functional teams to recommend mitigation plans.

Personalization, Segmentation & Data Activation

• Support the use of Data 360, Marketing Cloud Personalization, and related data capabilities to strengthen segmentation, targeting, content personalization, and customer journey performance.
• Partner with analytics and data teams to evaluate customer data, behavioral signals, and audience insights that can inform targeted campaigns and lifecycle marketing strategies.
• Configure and optimize personalization approaches that enable more relevant customer experiences across marketing automation and engagement channels.
• Assess opportunities to improve segmentation logic, audience activation, recommendation strategies, and…