Marketing Automation Specialist

Five Star Bank•Rochester, NY

13d•Hybrid

About The Position

Purpose: The Marketing Automation Specialist is responsible for managing, optimizing, and scaling the bank’s Salesforce Marketing Cloud automation platform. This person ensures that digital communication programs—such as automated onboarding and cross-sell journeys, as well as one-time sends—are executed with high reliability, compliance, and personalization. This role would be responsible for accurate data flows, appropriate customer audiences receiving emails in a timely manner, and reliable marketing performance reporting is built and maintained. This position supports campaign execution, platform governance, and data‑driven decision‑making through dashboard reporting and results validation.

Requirements

Education: Bachelor’s Degree in Digital Marketing, Direct Marketing, or Computer Science.
Prior Experience: 4+ years of strong working knowledge of Salesforce Marketing Cloud or similar marketing automation systems. 3+ years of experience with HTML/CSS, Java Script and AMPscript for marketing automation.
Licenses or Accreditation: Marketing Cloud Email Specialist, Marketing Cloud Administrator, B2C Solution Architecture Certified.

Nice To Haves

Experience with bank-specific customer lifecycle programs around onboarding and cross-selling a plus.
Strong working knowledge (hands on experience) of Salesforce Marketing Cloud, Marketing Cloud Intelligence, Distributed Marketing (quick send) and Financial Services Cloud
Advanced excel or SQL for data validation and troubleshooting
Strong analytical and problem-solving skills
Knowledge of CAN-SPAM and TCPA (privacy regulations)
High attention to detail
Strong collaboration skills with Marketing, Data and IT partners
General understanding of cloud architecture, API integrations and data governance frameworks

Responsibilities

Platform Administration & Configuration: Serve at the primary administrator for our marketing automation platform. Managing platform users, roles & permissions, and security settings. Create documentation (such as job aids) and processes so they are efficient and repeatable.
Data Management, Integration, Segmentation & Validation: Creation and management of data extension for targeting and segmentation purposes. Ensure accuracy and timeliness of data syncing between Marketing Cloud, Financial Service Cloud and our core banking platform. Partner with Data and Financial Service Cloud teams to add any additional data needed for new automated journeys, as well as identify and resolve discrepancies in engagement data that is flowing into Marketing Cloud.
Campaign Enablement & Support: Support the Marketing Team with journey set ups for automated and one-time sends, testing of each send and personalization (if needed – AMPscript), creations of data extensions and validations of audiences. Consistent monitoring, troubleshooting deliverability and automation errors in a timely fashion.
Deliverability, Risk & Compliance: Monitor email deliverability, ensure the CAN-SPAM act is being followed.
Dashboard Development & Management: Build, maintain and work with Partners on performance dashboards within Marketing Cloud Intelligence (MCI). Automate reporting processes to ensure timely and consistent delivery of insights to the Marketing Team.
Performance Tracking: On a monthly basis, monitor KPIs across email sends – deliverability, open rates, click rates, unsubscribes, etc.
Five Star Experience: Demonstrate the standards and principles of the Five Star Bank experience in every interaction with internal and external customers, associates, and stakeholders. Incorporate the high-performance behaviors of teamwork, leading by example, and service in every facet of work.

Benefits

Medical, Dental, and Vision Insurance
Health Savings Account
Flexible Spending Account(s)
Company Paid Life Insurance, Long-Term Disability, and Short-Term Disability
Voluntary Offerings: Life, Critical Illness/Specified Disease, Accident, Hospital Indemnity, Legal Insurance & Personal Accident
Tuition Reimbursement
Employee Referral Program
Wellness Reimbursement Program
Star Volunteer Program
Employee Banking and Financial Perks
Flexible Hybrid Work Schedule
Paid Time Off (PTO)
Company Paid Holidays