Marketing Automation Specialist, Salesforce Marketing Cloud

University of Rochester

6d•$70,197 - $105,295

About The Position

The Marketing Automation Specialist, Salesforce Marketing Cloud is responsible for the day-to-day management, optimization, and innovation of our Salesforce Marketing Cloud (SFMC) ecosystem. This role serves as the bridge between marketing strategy and technical execution—designing, building, and monitoring automated journeys and campaigns that drive engagement, conversion, and loyalty across email, SMS, and other digital channels. The ideal candidate combines strong marketing operations experience with hands-on Salesforce Marketing Cloud expertise (e.g., Journey Builder, Email Studio, Automation Studio, Mobile Studio, and data management).

Requirements

Bachelor's degree in Communications, Marketing, Business Administration, IT or related field.
A minimum of 5 years of related or relevant experience as detailed below.
4+ years of experience in digital marketing operations, marketing automation, or MarTech roles.
3+ years of hands-on experience with Salesforce Marketing Cloud, including at least some of: Journey Builder Email Studio Automation Studio Mobile Studio or SMS/MMS campaigns
Experience with: Building and managing data extensions Basic SQL for segmentation and reporting Personalization and dynamic content (AMPscript experience strongly preferred)
Strong understanding of email deliverability, list hygiene, and campaign performance metrics.
Demonstrated ability to translate marketing requirements into technical solutions.
Strong attention to detail, QA discipline, and documentation skills.
Knowledge of HIPAA privacy rules and HIPAA consent authorization process is required.

Nice To Haves

Master’s degree preferred
Salesforce Marketing Cloud certifications (e.g., Marketing Cloud Email Specialist, Marketing Cloud Administrator, Marketing Cloud Developer).
Experience integrating Marketing Cloud with Salesforce CRM or other CRMs.
Experience with Data 360 (formally Data Cloud).
Working knowledge of HTML/CSS for email development and troubleshooting.
Experience in higher education or nonprofit sectors.
Skills & Competencies Technical: SFMC administration, segmentation, automation, data extensions, SQL, AMPscript, HTML/CSS (for email), API familiarity a plus.
Analytical: Ability to interpret campaign data, identify trends, and recommend optimizations.
Project Management: Ability to manage multiple campaigns and requests simultaneously, set expectations, and meet deadlines.
Communication: Clear verbal and written communication; ability to explain complex technical concepts in business terms.
Collaboration: Comfortable working with marketers, developers, data teams, and leadership.
Detail-Orientation: Strong QA mindset; ensures accuracy of content, data, and configuration.

Responsibilities

Campaign & Journey Execution Design, build, and deploy multi-channel campaigns in Salesforce Marketing Cloud using: Journey Builder, Email Studio, Mobile Studio, and Automation Studio
Translate marketing strategies and business requirements into technical specifications and campaign logic.
Create dynamic and personalized content using AMPscript, Content Builder, and data extensions.
Manage campaign setup including segmentation, scheduling, throttling, and channel mix.
Perform quality assurance (QA) and testing (content, links, dynamic fields, rendering, and tracking) prior to launch.
Platform Administration & Configuration Serve as day-to-day administrator for Salesforce Marketing Cloud: User setup, roles, and permissions Business unit configuration and folder structure Sender profiles
Maintain and optimize data extensions, contact model, and subscriber configuration.
Partner with Salesforce CRM admins and IT to ensure proper data flows, integration points, and alignment across systems.
Monitor release updates, system performance, capacity, and error logs; create and manage support tickets as needed.
Data Management, Segmentation & Analytics Build and maintain audience segments using filters, SQL queries, and data extensions.
Create and optimize automated data flows and imports (via Marketing Cloud Connect, Automation Studio, SFTP, API integrations as applicable).
Partner with Advancement Marketing Communications to develop and maintain reports/dashboards for campaign performance and key KPIs (e.g., opens, clicks, conversions, opt-outs).
Partner with analytics/BI teams to connect Marketing Cloud data with CRM and other data sources for end-to-end funnel reporting.
Use insights and A/B test results to refine targeting, content, and send strategies.
Stakeholder Collaboration & Requirements Gathering Collaborate with marketing communications, alumni relations and constituent engagement, and other Advancement teams (as appropriate) to: Gather campaign requirements.
Define audiences and success metrics.
Align campaign setup with overall business goals and customer journeys.
Act as a subject matter expert on SFMC capabilities and constraints, advising stakeholders on best practices and what’s feasible.
Participate in planning sessions, campaign calendars, and cross-functional initiatives involving customer communications.
Governance, Compliance & Best Practices Ensure SFMC usage complies with CAN-SPAM, TCPA, GDPR/CCPA (as applicable), and internal privacy/data policies.
Ensure SFMC communications complies with URochester digital accessibility policy and standards.
Maintain subscription management and preference centers across channels.
Establish and document standards for naming conventions, folder structure, campaign setup, and QA processes.
Train marketing team members and new users on SFMC processes, templates, and best practices.
Maintain documentation and playbooks for recurring campaigns, automations, and journeys.
Innovation, Optimization & Professional Development Stay current on Salesforce Marketing Cloud releases, features, and MarTech trends.
Evaluate new SFMC tools and add-ons (e.g., Interaction Studio/Marketing Cloud Personalization, Intelligence, Pardot/Account Engagement, etc., if applicable).
Propose and pilot new capabilities such as advanced personalization, predictive modeling, or new channels.
Participate in Salesforce and MarTech user groups, webinars, and training opportunities.
Other duties as assigned.