Marketing Automation Specialist

What You’ll Do

Development:

• Manage and build personalized journeys in Pardot for Marketing through communication workflows, program logic, and testing with cross-functional stakeholders.

• Create timely and relevant communication flows aligning to customer/prospect interactions, needs and expectations across 1:1, Lifecycle, Product, and lead nurturing journeys.

• Use test-and-learn scenarios for new communication flows and strategies to increase customer engagement and retention.

• Leverage data segmentation for targeted customer communication strategy and gatekeep the number of touchpoints for customers and prospects.

Data & Measurement:

• Ensure compliance with the email marketing program vis-à-vis CASL, CAN-SPAM, CCPA, GDPR, and any other laws pertaining to the countries in which SOTI does business.

• Monitor and analyze key performance indicators (KPIs) to measure the success of customer/prospect journey initiatives.

• Review, assess, and evaluate all programs for impact and optimization.

• Interpret customer/prospect data to identify journey triggers across lifecycle segments to drive desired customer behaviors.

• Leverage segmentation approaches and brand personas to personalize journey communications.

• Prepare and present regular reports on customer journey performance to senior management and share insights and recommendations with stakeholders.

Strategy:

• Provide strategic support on the direction of the email marketing program, including email template design, dynamic email personalization, content strategy, mobile optimization, and coordination with other digital channels.

• Collaborate with the team to develop communication flows and execute personalized touchpoints.

• Analyze customer data to understand behavior and preferences and map out customer journeys for approvals.

• Identify pain points and opportunities for improvement to develop and implement strategies that enhance the experience.

• Drive acquisition and retention through ongoing iteration and optimization of existing journeys and advocate to create the best possible customer, partner or prospect experience.

Experience You’ll Bring

• Experience within an email marketing or marketing automation role; experience in SAAS is considered an asset.

• An undergraduate degree (or higher) in Technology, Marketing, or Business, or equivalent work experience.

• Experience using a CRM system such as Salesforce and marketing automation/email software like Pardot.

• Working knowledge of Salesforce to manage customer data and interactions.

• Expert knowledge of Marketing Automation platforms such as Pardot, and the ability to use it to improve the customer experience.

• Experience in managing and developing journeys for automating marketing communications, including 1:1, Lifecycle, Product, and Lead nurturing.

• Hands-on experience in developing and implementing customer lifecycle journeys.

• Experience in data analysis and the ability to use data to inform decision-making.

• Advanced user of Microsoft Power BI, Excel, PowerPoint, and other key Microsoft Office tools.

• Expertise in driving customer journey mapping through creative visual flows and outlining logic.

• Experience in project management and the ability to work in an agile environment.

• Must have knowledge of communication compliance best practices (CASL, PII, CAN-SPAM, GDPR).

• Strong analytical skills and the ability to use data to inform decision-making.

• Working knowledge of HTML and CSS.

• Strong knowledge of email marketing KPIs and conversion metrics.

• B2B experience is an asset.

• Strong email copywriting experience.

• Pardot & Salesforce Certification is an asset.

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