Marketing Automation Specialist
About The Position
The Marketing Automation Specialist supports the execution of Minto’s Salesforce Marketing Cloud (SFMC) initiatives across Developments and Investments lines of business. This role assists with lead management, customer journey execution, and campaign performance optimization to drive engagement and conversion outcomes. Working closely with regional marketing teams, the Specialist implements personalized nurture programs, supports audience segmentation, and provides insights into campaign performance. The role is key to maintaining data quality, supporting marketing automation processes, and ensuring campaigns are effectively executed and measured. As a subject matter expert in marketing automation, the Specialist supports the ongoing evolution of the platform by contributing to enhancements, advancing capabilities, and ensuring effective adoption of tools and processes to improve marketing effectiveness and customer experience.
Requirements
- University Degree or College Diploma (Business, Marketing, or related field)
- 4–5+ years in marketing automation, CRM, or lifecycle marketing roles
- Expertise in Salesforce Marketing Cloud (Journey Builder, Email Studio, Contact Builder)
- Strong SQL skills for segmentation, automation, and data manipulation
- Ability to design and manage data extensions, relational data models, and contact architecture
- Working knowledge of HTML/CSS for email editing, troubleshooting, and responsive design
- Experience with Mobile Studio (SMS personalization, keyword management)
- Proven ability to design and execute data-driven customer journeys
- Understanding of campaign measurement, funnel optimization, and attribution models
- Experience with Salesforce CRM and data integrations
- Excellent communication, attention to detail, and organizational skills
- Knowledge of privacy regulations and accessibility compliance
Responsibilities
- Support the design and execution of marketing automation strategies, translating business goals into data-driven customer journey frameworks
- Design, build, and optimize personalized, behaviour-based nurture journeys in Salesforce Marketing Cloud using engagement, actions, and preferences to drive conversion
- Develop and implement audience segmentation strategies to enable targeted, personalized experiences across the customer lifecycle
- Partner with regional marketing teams to define KPIs, assess program performance, and support ongoing tracking, reporting, and optimization
- Align digital advertising campaigns with SFMC journeys to ensure consistent targeting, messaging, and full-funnel performance
- Maintain and support governance of marketing data structures (e.g., UTM tracking standards and documentation)
- Troubleshoot and maintain marketing automation platforms to ensure seamless integration with marketing and sales systems
- Act as a subject matter expert, training and supporting teams on tools, best practices, and campaign execution
- Support data cleanup and integrity initiatives
- Monitor email deliverability performance, including quarterly reviews of volume, IP health, and sender reputation
- Maintain and evolve key operational programs in SFMC (e.g., privacy compliance, lead source tracking, governance frameworks)
- Support the ongoing evolution and optimization of Marketing Cloud tools and features
- Collaborate cross-functionally with marketing, sales, leasing, and IT teams
- Ensure adherence to accessibility (AODA/ADA) and privacy regulations (CASL, CAN-SPAM, GDPR)
- Perform other duties within the scope of the role as requested
Benefits
- Competitive compensation with performance-based annual bonus
- Comprehensive benefits starting on day one—including unlimited physiotherapy, 24/7 access to healthcare professionals and physicians through our dedicated telemedicine service, and parental leave
- RRSP matching program and paid time off program to support your future and recharge
- Peer-to-peer recognition platform that celebrates your contributions
- Flexible summer hours to help you make the most of your time
- Professional development and learning support to fuel your growth
- Exciting career paths across a dynamic and purpose-driven organization
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What This Job Offers
Job Type
Full-time
Career Level
Mid Level
Education Level
Associate degree
