Salesforce Marketing Cloud Specialist
About The Position
The Salesforce Marketing Cloud (SFMC) Specialist serves as the primary system administrator and technical marketing specialist responsible for the day-to-day operation, configuration, optimization, and execution of Salesforce Marketing Cloud. The position supports the Marketing Automation Manager by managing system configuration, campaign execution, customer journey development, data quality, and platform optimization. The Specialist partners with Marketing, Product Management, Retail Banking, Commercial Banking, Digital Banking, Compliance, Information Technology, and other business units to design, build, test, deploy, and optimize personalized customer communications across Email Studio, Mobile Studio (SMS and Push), Journey Builder, Content Builder, Automation Studio, Advertising Studio, Personalization/Interaction Studio, and other Salesforce Marketing Cloud capabilities. The role combines marketing technology administration with campaign production responsibilities, helping ensure the platform operates efficiently while delivering personalized customer experiences. The Salesforce Marketing Cloud Specialist II acts as the subject matter expert for daily SFMC operations, provides guidance on platform best practices, maintains system health, and identifies opportunities to increase platform utilization and marketing effectiveness.
Requirements
- Bachelor’s degree in Information Systems, Computer Science, Marketing, Business Administration, Communications, or a related field.
- 2–5 years of experience using marketing automation platforms.
- Strong knowledge of SQL and ability to query data from multiple and varied sources.
- Strong attention to detail.
- Ability to think critically, solve problems independently, and make informed decisions based on data and facts.
- Strong communication and interpersonal skills, including the ability to articulate ideas effectively and present information professionally to individuals and groups.
Nice To Haves
- Experience building and deploying email marketing campaigns.
- Experience managing customer data and segmentation.
- Experience working with enterprise CRM platforms.
- Experience supporting marketing technology platforms in a regulated environment.
- Financial services experience.
Responsibilities
- Serve as the day-to-day technical expert for Salesforce Marketing Cloud.
- Configure and administer Salesforce Marketing Cloud business units, users, permissions, roles, and platform settings.
- Configure and maintain system rules, automations, preferences, and platform configurations.
- Design, build, test, and deploy customer journeys using Journey Builder.
- Develop and execute email, SMS, push notification, and multichannel marketing campaigns.
- Lead campaign deployment meetings and coordinate production schedules with stakeholders.
- Create and manage reusable templates, content blocks, and dynamic content.
- Develop personalized customer communications using segmentation and data extensions.
- Manage subscriber lists, publication lists, suppression lists, exclusions, and consent preferences.
- Build and maintain SQL queries, filters, data extensions, and automation workflows.
- Monitor data imports, exports, API integrations, and scheduled data transfers.
- Maintain and optimize Contact Builder relationships and enterprise data models.
- Purge obsolete or unnecessary customer data in accordance with data retention policies.
- Manage quality assurance testing for campaigns before deployment.
- Troubleshoot delivery, rendering, personalization, and automation issues.
- Monitor email deliverability, sender reputation, bounce rates, and engagement metrics.
- Support domain authentication, including SPF, DKIM, Sender Authentication Packages, and email compliance.
- Collaborate with IT regarding API integrations, SFTP connections, and enterprise architecture.
- Stay current on Salesforce releases, certifications, product enhancements, and industry trends.
- Train marketing users on Salesforce Marketing Cloud functionality and best practices.
- Recommend new platform capabilities and process improvements.
- Ensure compliance with CAN-SPAM, TCPA, GDPR, CCPA, banking regulations, and internal governance policies.
- Participate in disaster recovery planning and business continuity testing for marketing systems.
