Marketing Automation Specialist

NMDP

10d

About The Position

The Marketing Automation Specialist has primary responsibility for managing Pardot, Salesforce, and Marketing Cloud, and activities on the Provider Sales & Marketing team. These activities include the development of marketing automation workflows, key audience segments and personas, email templates, all reporting, as well as strategies to ensure we are increasing engagement from prospective and existing customers. This roles partners closely with Marketing Managers to create inbound marketing programs that increase qualified leads, strengthen client retention, generate new referrals, and provide insights that inform future acquisition and retention strategies.

Requirements

Comprehensive understanding of Pardot, Salesforce, and Marketing Cloud.
Knowledge of current best practices and industry standards related to email.
Understanding of CAN-SPAM, GDPR
Handle multiple details and deadlines simultaneously, and easily move between strategic and tactical work
Be flexible in a very fluid and dynamic environment - including dealing with changing processes and priorities
Demonstrate a passion for B2B.
Exhibit a passion for systematically generating and converting leads.
Show excellent verbal, written, and presentation skills.
Be a self-starter who takes initiative and ownership.
Demonstrate success generating qualified leads through web, email, CRM, and marketing automation.
Comfortable working with both Marketing and IT
Must exemplify our NMDP Standards.
A bachelor’s degree in related field from a regionally accredited university.
At least 3-years email marketing experience.
3-years’ experience managing Salesforce, Marketing Cloud (or Pardot) to include oversight of email campaigns and all inbound reporting.
Experience creating HTML emails and utilizing Pardot and/or Marketing Cloud automation platforms.

Nice To Haves

Certification in Salesforce or Pardot. Certifications that set a candidate apart include: Marketing Cloud Email Specialist, Marketing Cloud Administrator, Marketing Cloud Consultant, Pardot Specialist, and/or Pardot Consultant.
Experience with AmpScript and CSS.
Experience with analytics tools such as Google Analytics, Adobe, or Tableau

Responsibilities

Manages email campaigns targeting B2B audiences. This includes creating template designs, calls-to-action, and content used in email sends.
Owns email marketing calendar, testing plans, and prioritization.
Collaborates with design and content teams to determine campaign imagery as well as copy and graphics.
Launches regular A/B and multi-variant tests for campaigns, landing pages, as well as monitors and optimizes tests for opens, clicks, conversions, opt-outs, etc.
Continually improves all email marketing campaigns tests and analyzes workflows; builds smart segmentations; creates personalization strategy and identifies other tactics for improvement.
Diagnoses issues and optimize campaigns to drive enhanced customer experience and business results.
Ensures emails follow industry policies and best practices and comply with CAN-SPAM, and other international email regulations, including HRSA and GDPR.
Ensures email templates are responsive and meet brand guidelines.
Ensures integrity of email send lists, including the monitoring of unsubscribes, bounces and engagement.
Analyzes campaign performance and suggests areas for optimization.
Manages email application vendor relationship.
Develops documentation road maps for processes, A/B tests and promotions.
Manages email marketing assets, such as seed and suppression lists, visual archive of email templates, promotion discounts, landing pages, art files, and procedural documentation.
Tracks deliverability of email marketing programs and manages strategy for maintaining high deliverability and inbox placement.
Develops, maintains, and optimizes the messaging life cycles and journeys to best reach audiences via their most preferred communication and messaging channels.
Spearheads and executes lead generation, lead nurture, email remarketing and abandon cart programs.
Develops and deploys automation journeys, drip campaigns and one-off email blasts.
Collaborates with Marketing Managers to attribute and determine the best inbound channel to engage with target audiences.
Optimizes inbound channel communications to increase conversion and overall engagement.
Other duties as assigned.