Director, Marketing Automation

Curriculum Associates

1d•Onsite

About The Position

The Director, Marketing Automation leads marketing automation strategy and operations, optimizing marketing initiatives through email, CRM integration, audience segmentation, and Salesforce platform capabilities. This role owns the marketing automation roadmap, lead scoring framework, and email program — partnering closely with Demand Generation, Martech, Sales, and cross-functional teams to drive acquisition, engagement, and retention outcomes. The Director is the marketing automation stakeholder in all CRM discussions and is accountable for compliance with CAN-SPAM, GDPR, COPPA, and FERPA requirements across all email and automation workflows.

Requirements

Deep expertise in marketing automation platforms with hands-on experience in Salesforce Account Engagement (Pardot); Salesforce certification preferred.
Proven ability to build and manage lead scoring models, MQL frameworks, and audience segmentation strategies.
Experience designing and deploying trigger-based email journeys and multi-channel nurture programs.
Strong understanding of CRM data architecture and how marketing automation integrates with Salesforce CRM.
Ability to lead a team and manage multiple concurrent programs with clear prioritization.
Experience partnering cross-functionally with Sales, Demand Generation, and IT on shared systems and processes.
Proficiency in email performance analysis; ability to interpret data and apply insights to optimize programs.
Working knowledge of compliance requirements including CAN-SPAM, GDPR, COPPA, and FERPA as they apply to B2B marketing automation in K–12 environments.
Familiarity with ESP platforms, event data tools (e.g., Cvent), and marketing technology ecosystems.
Experience directing distributed or offshore resources; able to scope, assign, and QA deliverables across time zones.
Bachelor's degree, or a combination of education and experience demonstrating equivalent qualifications in digital marketing and professional-level CRM use.
7+ years of progressive experience in marketing automation or marketing operations with demonstrated growth in scope and responsibility.

Nice To Haves

Prior experience in B2B demand generation environments preferred; EdTech or K–12 familiarity a plus.
Salesforce and/or Account Engagement (Pardot) certification preferred.

Responsibilities

Own the marketing automation product strategy: lead a complete audit of the current MAP landscape, develop recommendations, and build roadmaps for improved data accuracy, contact segmentation, lead scoring models, and automation capabilities.
Partner with the Director, Martech on CRM platform strategy to ensure automation capabilities align with platform roadmap and Sales requirements; serve as the marketing automation business requirements owner in cross-functional CRM discussions.
Own lead scoring strategy: develop and maintain lead and MQL scorecards, scoring playbooks, and qualification frameworks in partnership with Demand Generation and Sales.
Drive multi-channel audience strategy: partner with business and digital teams to align on segmentation approaches and execute test-and-learn programs that improve acquisition, engagement, revenue, and retention metrics.
Develop and socialize the marketing automation strategy with Marketing and key business partners through regular communication and alignment touchpoints.
Integrate event data by partnering with the events team on Cvent configuration and data activation to support customer engagement programs.
Drive automation strategy for social and customer engagement in partnership with Social Marketing.
Own the central campaign connector strategy across all marketing touchpoints: forms, landing pages, email, and social.
Lead the email team: establish, oversee, and monitor email calendar, campaign development, and execution — including all related process flows across cross-functional CA teams.
Implement trigger-based email journeys and automated programs through the marketing automation platform to follow contacts throughout their journey with CA.
Drive email performance: maximize open rate, click-through rate, and conversion rate through a continuous testing regimen (subject lines, layout, format, frequency); socialize results to inform planning.
Establish and enforce email and marketing automation best practices across the team.
Develop and train Sales on email protocols and Salesforce Engage usage; create templates for Sales use of Salesforce lists and Engage licenses.
Implement auto-response processes for lead follow-up to ensure timely engagement with incoming contacts.
Oversee one-click unsubscribe, opt-out, and suppression processes to maintain list hygiene and compliance with CAN-SPAM, GDPR, COPPA, and FERPA requirements.
Develop and monitor internal seed list(s).
Own chatbot automation playbooks aligned to vendor strategy set by marketing leadership; partner with Director, Martech on platform and integration decisions.
Direct dotted-line India-based automation specialist on high-volume, repeatable automation tasks including journey builds, list processing, and campaign deployment support.
Define KPIs and performance goals for offshore resources aligned to team priorities; QA deliverables to ensure accuracy and compliance standards are met.