Description

MARKETING CLOUD SPECIALIST

BraunAbility is seeking a highly experienced Marketing Cloud Specialist who has the hands-on experience using Salesforce Marketing Cloud and certifications to prove it. This person will have a high confidence developing and executing technical implementations in Salesforce Marketing Cloud and will manage the launch and enablement of our new Distributed Marketing platform for our dealers. The Marketing Cloud Specialist will support our digital transformation journey by demonstrating a passion for connecting our dealer’s customer data and systems while also optimizing our marketing automation touchpoints to drive brand awareness, lead acquisition, nurturing and customer loyalty. Major areas of accountability include architecting and implementing multidimensional campaigns to support all marketing efforts, developing lead nurturing programs, optimizing campaign performance, reporting and sharing relevant analytics with various internal teams and connecting and managing Salesforce CRM databases with Salesforce Marketing Cloud. This position requires a unique mix of technical, creative, analytic, and project management expertise. The desired candidate should be results-driven and have a keen desire to discover new technology and campaign ideas to expand the marketing technology department’s capabilities and KPIs. The ideal candidate will be energized by complex problems that are data driven and customer focused. This position requires the ability to utilize data, have a deep understanding of customer journey design and implementation as well as deliverability best practices and technology to identify the biggest impacts on driving conversions through automation.

Organizational Relationship:

 This position will report to the Marketing Technology Director and will work closely with the marketing teams, Customer Experience Group (CEG), retail business unit, dealer partners and external technology partners to develop our automation opportunities and execution. 

Specific Responsibilities: 

• Develop a deep understanding of our customers, our products, our target audience, and the buyer’s journey. Understand our audiences and databases and how to best leverage data effectively for marketing campaigns.
• Lead day-to-day management and execution of Salesforce Distributed Marketing platform for our dealer partners.
• Act as the dealer’s first contact for implementation of service, rental and prospecting journeys as well as data management implementation. Proactively position distributed marketing and relevant recommendations to improve short and long-term value.
• Assist with the implementation of our Salesforce CDP platform.
• Enable effective data and analytics governance with our dealers. Manage information risk by defining data classifications and data zoning for immediate identification and proactive management.
• Identify data process improvements and what data can be used to map to KPIs and success metrics. Create alignment on what data will be tracked, how and where it will be collected, how it will be standardized and how it will be passed through from dealer to CRM and Distributed Marketing platform.
• Facilitate enterprise information & data strategy development, opportunity identification, business cases, technology adoption opportunities, operating model development, and innovation opportunities.
• Understand and assist in implementing the functionality marketing automation roadmap for our dealer partners. Prioritize dealer campaigns and marketing automation projects that drive the most ROI to the business.
• Design, test and execute the marketing automation campaigns to support multi-channel efforts including lifecycle marketing strategies using CRM data and methods such as email, mobile and push to increase conversion and customer retention. Ensure flawless execution of owned marketing communications.
• Act as the main gatekeeper and owner of Salesforce Distributed Marketing and CDP. Serve as the internal expert and point person Distributed Marketing. Provides guidance on technical integrations and shares marketing automation and email best practices with our dealer partners.
• Research best practices within and outside our industry to apply to marketing campaigns. Lead ways in optimizing processes and workflows.
• Work closely with Senior Analytics Manager to further improve and implement lead scoring, progressive profiling and other new tracking metrics within distributed marketing and CDP to improve our reach and results.
• Campaign development, including audience segmentation, campaign targeting and workflow design, A/B testing, journey campaigns, email deliverability, reporting and analytics.
• Perform integrations with Salesforce CRM, DealerTeam, SMS, inbound data sources, and other connectors.
• Fosters a culture of testing and learning to push innovation forward. Develop new ways to think more broadly about leveraging owned communication channels and meeting out customers at the right place and right time with relevant content.
• Actively research new platforms, technologies and trends to elevate our martech stack and SFMC integrations. Support new feature adoption for Distributed Marketing and CDP.
• Work closely with third-party marketing cloud vendor for implementation of new integrations and functionalities.

Knowledge/Skills/Abilities:

• Knowledge of B2C/B2B/B2P marketing methods
• Proficiency in Salesforce Marketing Cloud (SFMC), journey builder, email studio, Distributed Marketing, CDP, Mobile Studio, Ad Studio, Salesforce CRM which includes a mix of architecture, design and hands-on coding and use of Email Service Platforms (ESP) or SMS platforms.
• Experience with full lifecycle CDP implementation is a plus.
• Experience with data management, data transformation and data architecture
• Experience managing leads, inbound marketing, sales funnels, segmentation, nurture strategies, workflow campaigns, digital integrations
• Experience with reporting and marketing automation analytics
• Strong understanding of CAN-SPAM, CASL, GDPR email marketing concepts and best practices
• Experience building and validating responsive HTML email and SMS design and implementation
• Collaborative – able to effectively manage relationships with multiple stakeholders and coordinate with dealer partners
• Excellent communication, problem solving and organizational skills
• Ability to accurately identify and isolate root cause of technical issues
• Detail-oriented, self-motivated and self-directed; able to manage time, competing tasks and meet deadlines for concurrent projects in a fast-paced environment
• A good mix of creative and analytical thinking
• Track record of successful experience organizing and completing detailed projects accurately, and ability to deliver on deadlines and within defined budgets
• A “test and fail fast” attitude
• Someone who is not afraid to question status-quo