Position Summary
As a Marketing Automation Specialist, you will be responsible for managing and fully leveraging the capabilities of various marketing automation, AI, and chat platforms of the organization. You will be an effective liaison between the marketing, IT, and staff teams. You will be the subject-matter expert on how our systems handle marketing data and processes, and you will architect solutions based on your experience and knowledge of the business goals.
This role involves expertise in strategizing how leads flow from generation to conversion, conceptualizing and building reporting to show performance, building workflows to automate marketing touches, systems integrations, data collection, data conversion, R&D, and overall data management across multiple technology systems.
Key Relationships
Management and Senior Leadership, Marketing, IT and Development Teams, Content Marketing & Events Manager, and External marketing technology vendors.
Essential Functions
- Be the subject matter expert for all marketing systems, with an understanding of the data, relationships, automation, and related tools.
- Architect new and improved marketing functionality through Microsoft Dynamics.
- Develop and improve reports and dashboards for marketing analysis and business growth.
- Responsible for email marketing program development and execution, including segmentation, testing, and deployment, and continually evaluating these for improvements.
- Maintain and assist in the integration of additional marketing platforms into the organization and marketing automation software.
- Understand and evaluate campaign metrics and distribute campaign performance to the marketing team.
- Work with management to define KPls, create reporting,and analyze campaign performance. Create recommendations to improve campaigns continuously.
- Manage marketing automation efforts and processes, proactively researching and implementing the latest best practices, strategies, and industry standards.
- Plan and perform NB testing to define and execute enhancements to productivity, conversion rates, programs/campaign ROI, and sales growth.
- Support essential marketing operations initiatives within Microsoft Dynamics, such as managing the lead lifecycle, lead nurturing, segmentation, and data cleansing.
- Interpret the needs of staff, then conceptualize the strategy and implement the technical development and workflows within the CRM to address those needs.
- Leverage the tools available in Microsoft Dynamics and integrated platforms to strategize and build marketing automation workflows and sequences to help improve conversion rates for the organization.
- Management, workflow, strategy, implementation and maintenance of data, all data resources, and connections.
- Identify marketing requirements and design data models to transform raw data into meaningful insights.
- Drive the requirements, process documentation, and training for acceptance of marketing strategies among staff.
- Work in tandem with the Content Marketing & Events Manager on various campaigns, events, and other marketing automation projects throughout the year.
- Create a segment guideline document for all brokers.
- Together with the Content Marketing & Events Manager, train all new hires on Marketing tools within the Microsoft Dynamics system and best use practices.
Key Competencies
Success in this role will be defined by meeting or exceeding expectations with the implementation and effective use of all marketing automation tools and technologies to achieve marketing and corporate goals.
Essential Requirements
- Expert knowledge of Microsoft Dynamics with 5+ years of marketing automation experience.
- Proven experience analyzing data and building compelling dashboards and reports.
- 3+ years of advanced Power Bl experience.
- 3+ years advanced Excel experience.
- Proven ability to take initiative, leading innovation and self-masteryof new technologies and techniques that alignwith corporate goals.
- Exceptional mathematics, analytics, and problem-solving abilities.
- Strong communication skills with the ability to gather technical requirements from stakeholders.
- “Make-it-happen” work ethic & attitude.
- Proven success using project planning tools such as Asana.
- Ability to influence peers and senior team leaders is necessary to accomplish team goals.
- Capable of handling multiple tasks with competing priorities under minimal supervision.
- Able to think critically and exercise independent judgment and discretion.
- Excellent attention to detail.
Key Result Areas
- Marketing automation platform ownership and optimization (Microsoft Dynamics and integrated tools)
- Lead lifecycle management and conversion optimization
- Marketing automation workflows and system integrations
- Campaign execution, segmentation, testing, and deployment
- Reporting, dashboards, and marketing performance analytics
- A/B testing and continuous optimization for ROI and growth
- Data management, data cleansing, and data model design
- Marketing technology innovation and best-practice implementation
- Marketing automation documentation and enablement
- Broker and staff support for marketing automation tools
