Executive Director of Salesforce Marketing Cloud-Marketing Strategy and Enablement
About The Position
The Executive Director of Marketing Cloud-Marketing Strategy and Enablement will lead the marketing planning, execution and optimization of marketing automation initiatives for the West Virginia University Foundation. This role will serve as the primary marketing lead for Salesforce Marketing Cloud (SFMC), partnering across Annual Giving, Donor Engagement, Strategic Communications, Advancement Services clients in the university, athletics, WVU Medicine, Data Strategy and IT to build donor-centric journeys that deepen engagement, increase philanthropy and strengthen lifelong relationships with alumni and donors. The ideal candidate has a deep understanding of Salesforce Marketing Cloud and is equal parts strategist, collaborator and hands-on marketing leader — someone who understands donor behavior, lifecycle marketing, audience segmentation, storytelling and data-informed decision making.
Requirements
- Bachelor’s degree in marketing, communications, business or related field
- 5+ years of progressive experience in digital marketing, marketing automation, CRM marketing or lifecycle marketing
- Experience leading or managing Salesforce Marketing Cloud strategy and execution, CRM and Data Cloud
- Strong understanding of audience segmentation, donor/customer journeys and marketing analytics
- Experience managing integrated email marketing campaigns and automated workflows
- Excellent project management and cross-functional collaboration skills
- Strong written and verbal communication skills
Nice To Haves
- Experience in higher education, healthcare, nonprofit or advancement marketing
- Salesforce Marketing Cloud certifications
- Experience working with fundraising or donor databases
- Knowledge of annual giving and donor engagement strategies
- Experience with personalization, AI-enabled marketing and data-driven communications
Responsibilities
- Lead the enablement of the Foundation’s marketing automation strategy and roadmap for Salesforce Marketing Cloud
- Partner and enable marketing digital components of the donor lifecycle marketing journeys, including acquisition, retention, stewardship, annual giving, grateful patient, event and campaign communications
- Partner with development, annual giving, marketing and technical teams to align marketing automation capabilities with fundraising priorities
- Translate fundraising and engagement goals into scalable multi-channel marketing strategies
- Serve as a marketing subject matter expert on personalization, segmentation, automation and journey orchestration
- Build integrated email and digital engagement campaigns that support fundraising priorities, donor stewardship and institutional storytelling
- Works closely with Annual Giving leadership to support acquisition, retention, reactivation and upgrade strategies.
- Provides marketing automation strategy, audience insights, and communication planning support for Annual Giving campaigns
- Develop audience segmentation strategies using donor behavior, affinity, engagement and giving data
- Ensure campaigns align with the Foundation brand, voice and strategic priorities
- Collaborate with annual giving, donor relations and development teams to create personalized donor experiences
- Guide A/B testing, optimization and continuous improvement efforts across campaigns.
- Analyze campaign data and donor engagement trends to improve performance and inform strategy
- Use insights to recommend enhancements to donor journeys and communication strategies
- Monitor email deliverability, engagement metrics and marketing automation health
- Serve as a bridge between marketing, fundraising, data and technology teams
- Help establish governance, workflow standards and best practices for Salesforce Marketing Cloud usage across the Foundation
- Train and support internal stakeholders on lifecycle marketing strategies and platform capabilities
- Participate in campaign planning and enterprise fundraising initiatives
- Identify opportunities to leverage AI, personalization and emerging digital marketing trends to improve donor engagement
- Recommend new approaches for alumni and donor communications based on industry best practices
- Stay current on higher education and healthcare advancement marketing trends and Salesforce ecosystem innovations
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What This Job Offers
Job Type
Full-time
Career Level
Executive
