The Digital Marketing Specialist is responsible for developing, coordinating, executing and tracking email and event programs using our marketing automation tool, Marketo.
This role will be tasked with supporting email builds, programs and processes for our marketing operations, demand generation campaigns, event lead management and cross-sell/upsell efforts across multiple lines of business in both the B2B and B2C space.
Responsible for implementing email marketing, online seminars, engagement programs, and creative strategies and tactics to promote and sell the organization's products and services through the Marketo marketing automation platform. In addition, this role requires a working knowledge of data analysis, and this person must be detail-oriented, curious, and eager to grow their analytical skills. This position works as part of our marketing operations team, serving the digital marketing needs of a global organization.
Essential Duties and responsibilities
- Collaborate with key stakeholders to execute and monitor campaigns via Marketo and Salesforce to engage prospective and existing customers.
- Complete marketing operations responsibilities for designated lines of business, including data segmenting/collection, list segmentation, email campaign execution, landing page creation, optimization, testing and deployment.
- Supports changes to the email production schedule to make sure all deliverables are completed on time.
- Build emails, engagement campaigns, and registration forms from templates while maintaining best practice and brand compliance.
- Create dynamic segmentations in Marketo
- Assist with data quality checks, documentation, and ad hoc analysis
- List import hygiene involving leads collected from offline channels.
- Build programs to automate triggered email and messaging to drive lead nurturing.
- Test all emails for proper rendering on email clients and mobile devices using Knak
- Use existing email templates for ease of production.
- Participate in email QA steps and craft workflows for improvement.
- Coordinate ongoing optimization efforts for marketing processes and systems across several lines of business.
- Leverage the task management platform to extract all digital campaign requirements, requested dates, assets, and list criteria.
- Test new functionality when available in the marketing automation platform.
- Research answers to technical issues and liaise with vendors as needed.
- Ensure all campaign tracking is in place and accurate for all emails and forms.
Other Duties
Performs other duties as requested by Supervisor.
Job Qualifications
Education
Minimum: Bachelor's Degree in Marketing, Communications, Digital Media OR equivalent work experience.
Experience
Minimum Experience: 2+ years of related experience in Marketo and Salesforce.
Preferred Experience:
- Knowledge and in-platform experience using a marketing automation platform (Marketo experience and certification required)
- Knowledge and experience using an email builder platform (Knak experience a plus but not required)
- Knowledge of Customer Relationship Management (Salesforce experience)
Tools:
- Microsoft Office Suite (Word, Excel, PowerPoint, Outlook).
- Marketo
- Salesforce
- Knak or similar email builder platform
- SmartSheet or similar project management/marketing resource management tool.
PREFERRED SKILLS
- Hands-on experience with SFDC, Marketo, Pardot and marketing automation best practices, including lead lifecycle management, lead scoring and nurture program optimization.
- Familiarity with campaign performance reporting, translating email and engagement metrics into insights for stakeholders.
- Experience supporting cross-channel campaigns, coordinating email, events, webinars and digital touchpoints within a marketing operations framework.
- Exposure to process optimization within marketing operations, including documentation, QA workflows and continuous improvement initiatives.
- Comfort working in high-volume, SLA-driven environments, managing multiple requests across lines of business.
- Interest in expanding analytical skills, including basic data validation, campaign tracking accuracy and attribution concepts
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