Marketing Automation Specialist, Salesforce Marketing Cloud

University of Rochester

22h•$77,600 - $116,400

About The Position

The Marketing Automation Specialist, Salesforce Marketing Cloud is responsible for the day-to-day management, optimization, and innovation of the University of Rochester’s Salesforce Marketing Cloud ecosystem. The role bridges marketing strategy and technical execution by designing, building, and monitoring automated journeys and campaigns that drive engagement, conversion, and loyalty across email, SMS, and other digital channels. The specialist administers and configures Salesforce Marketing Cloud, manages audience data and segmentation, and collaborates with marketing, analytics, CRM, and IT teams to deliver campaigns and report on performance. The role also supports compliance, accessibility, governance, documentation, training, and continued evaluation of platform capabilities and marketing technology trends.

Requirements

Bachelor’s degree and 5 years of relevant experience, or an equivalent combination of education and experience.
Strongly preferred: 4 or more years of experience in digital marketing operations, marketing automation, or marketing technology roles.
Strongly preferred: 3 or more years of hands-on Salesforce Marketing Cloud experience, including some of Journey Builder, Email Studio, Automation Studio, and Mobile Studio or SMS/MMS campaigns.
Experience building and managing data extensions.
Basic SQL skills for segmentation and reporting.
Experience with personalization and dynamic content; AMPscript experience is 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, quality assurance discipline, and documentation skills.
Ability to interpret campaign data, identify trends, and recommend optimizations.
Ability to manage multiple campaigns and requests simultaneously, set expectations, and meet deadlines.
Clear verbal and written communication skills, including explaining complex technical concepts in business terms.
Ability to collaborate with marketers, developers, data teams, and leadership.
Strong quality assurance mindset and ability to ensure accuracy of content, data, and configuration.

Nice To Haves

Salesforce Marketing Cloud certifications, such as Marketing Cloud Email Specialist, Marketing Cloud Administrator, or Marketing Cloud Developer.
Experience integrating Marketing Cloud with Salesforce CRM or other CRMs.
Experience with Data 360 (formerly Data Cloud).
Working knowledge of HTML/CSS for email development and troubleshooting.
Experience in higher education or nonprofit sectors.
Familiarity with APIs.

Responsibilities

Design, build, and deploy multi-channel campaigns 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 segmentation, scheduling, throttling, and channel mix.
Perform campaign quality assurance and testing, including content, links, dynamic fields, rendering, and tracking.
Administer Salesforce Marketing Cloud user setup, roles, permissions, business unit configuration, folder structure, and sender profiles.
Maintain and optimize data extensions, contact model, and subscriber configuration.
Partner with Salesforce CRM administrators and IT to support data flows, integrations, and system alignment.
Monitor releases, system performance, capacity, and error logs, and manage support tickets as needed.
Build and maintain audience segments using filters, SQL queries, and data extensions.
Create and optimize automated data flows and imports using applicable tools such as Marketing Cloud Connect, Automation Studio, SFTP, and APIs.
Partner with Advancement Marketing Communications to develop and maintain campaign performance reports and dashboards.
Work with analytics and BI teams to connect Marketing Cloud data with CRM and other sources for end-to-end funnel reporting.
Use insights and A/B test results to refine targeting, content, and send strategies.
Collaborate with marketing communications, alumni relations and constituent engagement, and other Advancement teams to gather campaign requirements, define audiences and success metrics, and align campaign setup with business goals and customer journeys.
Advise stakeholders on Salesforce Marketing Cloud capabilities, constraints, and best practices.
Participate in planning sessions, campaign calendars, and cross-functional communications initiatives.
Ensure platform usage complies with applicable communications laws and regulations, internal privacy and data policies, and University digital accessibility standards.
Maintain subscription management and preference centers across channels.
Establish and document naming, folder structure, campaign setup, and QA standards.
Train marketing team members and new users on platform processes, templates, and best practices.
Maintain documentation and playbooks for recurring campaigns, automations, and journeys.
Stay current on Salesforce Marketing Cloud releases, features, and marketing technology trends; evaluate tools and add-ons as applicable.
Propose and pilot capabilities such as advanced personalization, predictive modeling, or new channels.
Participate in Salesforce and marketing technology user groups, webinars, and training opportunities.
Perform other duties as assigned.