CRM & Marketing Automation Planner

2 weeks ago

Orlando, United States Intl Assoc Amusement Parks Full time
About IAAPA

Inspiring each other to move the attractions industry forward.

IAAPA is the premier trade association representing the diverse and ever-changing attractions industry. For over a century, we have connected companies of all sizes and people of all levels to provide meaningful experiences for their guests around the world.

IAAPA hosts global events and conferences that spread successful ideas and practices. We also provide valuable tools and resources that make all our businesses smarter, safer, and more profitable while delivering guest experiences that surprise and delight.

Founded in 1918, IAAPA represents leading industry attractions and supplier companies, consultants, and individual members from more than 100 countries. Members include professionals from amusement parks, theme parks, attractions, water parks, resorts, family entertainment centers, zoos, aquariums, science centers, museums, cruise lines, manufacturers, and suppliers.

About the Team

If your passion is to create, design, and offer a unique experience to our members, this is the team you belong to. Your creativity, drive, and desire to take care of our global members will be the flagship that leads to the success of the IAAPAs mission.

Key Areas of Responsibility:

Overall Responsibilities:

The CRM & Marketing Automation Planner will be responsible for managing global audiences and segmentation used in email journeys and other marketing campaigns. They will assist in setting up segmentation and journeys within Salesforce Marketing Cloud primarily but will also use our Sales and Membership CRM tools and apps. They will also work closely with worldwide teams to build relationships and train on segmentation and use of our database insights. They will be responsible for knowing and understanding our member database, as well as strategizing use of the data to enhance personalization and automation in marketing. This role requires a strong blend of technical proficiency, strategic thinking, and effective communication skills.

Essential Duties and Responsibilities:

Data Management & Understanding

  • Enforce data consistency rules for data collection, updates, and renewals.
  • Ensure new member or event systems are utilizing the correct data from our CRM or web
  • Work closely with marketing analyst to generate segmented lists for reporting and analysis, ensuring accurate and actionable insights.
  • Assist in analyzing data to build new audiences or use them in new ways to increase engagement and loyalty.
Audience Building & Management
  • Assist with regional segmentation strategies within Salesforce Marketing Cloud and build the audiences to optimize campaign targeting and audience engagement.
  • Build and maintain customer segments and suppressions in Marketing Cloud based on business requirements and marketing objectives.
  • Build and maintain use cases for member and non-member personalization.
Global & Local Segmentation
  • Collaborate with marketing teams across different regions to understand segmentation needs and ensure consistency in messaging and targeting.
  • Break down complex segmentation and automation tasks into manageable pieces, driving efficiency and scalability in campaign execution.
Automation Building
  • Build global CRM journeys in Salesforce Marketing Cloud and assist in building regional journeys for tailored local initiatives.
  • Own strategy behind additional data ingestion into Marketing Cloud or Fonteva to use in new segmentation use cases.
  • Strategically launch new communications channels using data in Marketing Cloud or adding steps within an automated journey.
  • Analyze performance of segmented audiences in email and work with marketing teams to understand performance in other channels.
Training & Mentorship
  • Create and maintain thorough process documentation for Marketing Cloud journeys and segmentation rules
  • Provide training and guidance to regional marketing teams on best practices for utilizing Marketing Cloud and implementing segmentation strategies effectively.
  • Become our subject matter expert on marketing automation technologies, staying updated on industry trends and advancements, especially within Marketing Cloud.
  • Foster a collaborative and positive work environment, demonstrating strong interpersonal skills and the ability to work effectively with cross-functional teams.
Qualifications, Knowledge, Skills Required:
  • Bachelors degree in marketing, business, computer science, or a related field.
  • 3-5 years experience in Salesforce products including Marketing Cloud and Sales Cloud.
  • Must have experience building journeys and automations in Salesforce Marketing Cloud.
  • Experience with google segmentation a plus.
  • Experience with SQL a plus.
  • Proficient in logically building and managing marketing segmentation using data from multiple systems.
  • Strong understanding of segmentation strategies, audience targeting, and campaign optimization.
  • Excellent communication and presentation skills, with the ability to convey complex concepts in a clear and concise manner.
  • Strong analytical skills with the ability to translate data insights into actionable marketing strategies.
  • Experience providing training or mentoring to marketing teams on marketing automation tools and best practices.
  • Familiarity with project management methodologies and the ability to manage timelines and budget effectively.
  • Proven ability to consistently meet tight deadlines and manage multiple projects simultaneously.
  • Strong organizational skills and high level of attention to detail.
  • Excellent attitude, written and verbal communication skills to collaborate with global and local teams and document processes.
  • Must be proficient in Microsoft Office (Word, Excel, and Outlook) and Google Docs and Sheets.


ADA Specifications:

This position is located in the Orlando, Florida, headquarters office with occasional domestic travel to attend and participate in select IAAPA events. The position is required to be in office a minimum of 3 days a week with a preference for 4 days a week in office and 1 day remote work.

The above statements are intended to describe the general nature and level of work being performed by the individual(s) assigned to this position. They are not intended to be an exhaustive list of all duties, responsibilities, and skills required. Management reserves the right to modify, add, or remove duties and to assign other duties as necessary. In addition, reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions of this position.

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