Marketing Automation Specialist

Gowling WLG • Toronto, ON

69d • Hybrid

About The Position

We are looking for a Marketing Automation Specialist to join our Business Development & Marketing team. This individual will help redefine how we connect with clients, prospects and audiences through data, creativity, and technology. This role is central to building a more connected and insight-driven digital marketing ecosystem, where every email, journey, and touchpoint is purposeful, personalized, and measurable. As our Marketo expert, you will help shape the future of our marketing programs by using automation to deliver the right message to the right audience at the right moment. You will bring curiosity, innovation, and discipline to transform how we plan, execute, and measure campaigns, ensuring our marketing feels as thoughtful and client centred as the services we provide. Working closely with colleagues across Business Development and Marketing and other stakeholder groups across the Firm, you will design and deliver programs that not only perform but elevate how we engage as a Firm. You will combine technical mastery with creative insight and business acumen to translate data into stories, systems into exceptional experiences, and campaigns into relationships that drive growth. This position can be based in our Toronto, Ottawa or Calgary office.

Requirements

• Post-secondary education in marketing, communications, business, or a related field, or equivalent experience.
• 3–5 years of hands-on experience with Marketo in a B2B or professional services environment; Adobe Marketo Engage Business Practitioner Expert certification preferred.
• Strong understanding of marketing principles, digital marketing, audience engagement and campaign strategy, with the ability to translate business objectives into effective automation programs that connect with audiences.
• Proven experience designing, building, and optimizing automated digital marketing campaigns using dynamic content, segmentation, and personalization.
• Solid understanding of marketing automation and CRM systems and integration (Microsoft Dynamics or Salesforce preferred).
• Experience with webinar and virtual event integrations within Marketo.
• Experience using AI, testing, and analytics to improve targeting, workflows, and campaign performance.
• Knowledge of CASL compliance, AODA standards, and privacy principles in marketing communications.
• Skilled at interpreting data and translating insights into actionable recommendations.
• Technical proficiency in HTML/CSS for emails, landing pages, and forms.
• Highly organized with strong problem-solving skills and attention to detail.
• Excellent verbal and written communication skills with a superior ability to explain technical concepts in plain language.
• Collaborative, curious, service- and solution-oriented with a focus on continuous learning and improvement.
• Comfortable working in a matrixed, fast-paced environment, in addition to managing multiple simultaneous priorities and requests with ease.

Nice To Haves

• Adobe Marketo Engage Business Practitioner Expert certification preferred.

Responsibilities

• Ensure a consistent audience experience across touchpoints, aligned with the firm’s brand, tone, and compliance standards.
• Build scalable, dynamic programs in Marketo, our marketing automation platform, that support brand, sector, and practice initiatives, leveraging segmentation, personalization, lifecycle marketing, and lead journey orchestration for maximum impact.
• Collaborate with the brand and marketing, communications, and business development teams to translate business objectives into meaningful client connections that keep the Firm top-of-mind with clear calls to action and measurable outcomes.
• Design and deploy integrated marketing experiences that include email campaigns, landing pages, forms, webinars, demand generation, and nurture programs to engage clients and prospects across the buyer journey.
• Build and manage audience segments in Marketo and CRM using behavioural, demographic, and firmographic data to deliver compliant, targeted, and personalized communications that deepen engagement.
• Ensure compliance with Canadian Anti-Spam Legislation (CASL) and privacy standards, maintaining proper consent management, suppression lists, and data retention practices within Marketo.
• Continuously learn from campaign performance, sharing and using insights to make recommendations for enhancement, including refining targeting, messaging, and program design for impact.
• Translate campaign performance into clear dashboards and executive-ready insights that connect marketing activity to business impact, including pipeline influence and campaign attribution.
• Design and implement automated client and prospect journeys that adapt to audience behavior and preferences throughout the lifecycle.
• Continuously test, learn, and optimize journey logic, timing, approaches and content to improve engagement and conversion over time, sharing insights and recommendations with leadership for broader visibility.
• Collaborate with stakeholders to ensure journeys align with Firm priorities and integrate seamlessly across channels and systems for a unified client experience.
• Serve as the primary Marketo administrator in Canada, managing users, access, templates, configurations, and integrations, while collaborating with UK counterparts to ensure the sharing of best practices.
• Partner with IT and vendors to maintain strong, stable connections between Marketo and other systems, particularly Microsoft Dynamics/Legal 360, ensuring data syncs are accurate and reliable.
• Support webinar programs within Marketo, including the setup and configuration of webinar event programs and related assets, ensuring integrations run smoothly and campaigns are properly connected.
• Monitor campaign performance, system health, and deliverability, identifying and resolving issues proactively to maintain platform stability.
• Build and refine templates, forms, workflows, and assets that improve efficiency, maintain consistency, and enhance the user experience.
• Document system configurations, updates, and best practices to support governance, transparency, and long-term platform integrity.
• Act as the firm’s go-to expert for Marketo, providing guidance and hands-on support for campaign setup, troubleshooting, and optimization.
• Develop and maintain clear, practical training materials, how-to guides, and process documentation that help users confidently build and launch campaigns.
• Collaborate with stakeholders to identify training needs and close knowledge gaps within the Business Development and Marketing team, fostering confidence, consistency, and continuous improvement in the use of marketing automation tools.
• Evaluate new Marketo features, tools, and integrations to identify opportunities that enhance automation, personalization, and performance.
• Apply and refine the use of AI-assisted optimization, dynamic content strategy, lifecycle marketing, and testing to improve targeting, timing, and engagement.
• Partner with colleagues across Business Development and Marketing to pilot enhancements, share learnings, and embed successful practices into day-to-day operations.
• Track performance trends, gather feedback, and recommend improvements that simplify processes, strengthen accessibility, and lift the overall impact of marketing automation

Benefits

• 100% employer-paid health, dental, and mental health coverage, plus an annual lifestyle spending allowance
• Benefits coverage for Firm members and their dependents from day one!
• 15+ vacation days and hybrid work flexibility
• Parental leave top-up for 26 weeks (after 12 months of full-time employment)
• Group Retirement Savings Plan with employer match
• Financial protection through short & long-term disability, life, accident & critical illness insurance
• Employee & Family Assistance Program, guided CBT, and an internal network of 120+ trained Mental Health First Aid responders
• Recognition awards, appreciation events, and a supportive, collaborative work culture
• Perks and preferred pricing programs, referral bonuses and more

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Education Level: Associate degree
• Number of Employees: 501-1,000 employees