Sr. Marketing Automation Specialist

3 weeks ago

Itasca, United States Captive Resources Full time

Plan, design, and build Captive Resources' marketing email campaigns leveraging our Marketing Automation and CRM platforms to engage prospects through the buyer's journey and deliver the right content to the right prospects at the right time. Drive traffic and engagement through email and other marketing initiatives, to increase Captive Resources product/brand awareness and consideration.

ESSENTIAL EDUCATION AND EXPERIENCE: Bachelor's Degree in Marketing, Computer & Information Sciences, Business Analytics, or a related discipline. Minimum of three (3) to five (5) years of hands-on email marketing/marketing automation with a strong track-record of successfully bringing engaging emails/campaigns to market.

SKILLS/COMPETENCIES REQUIREMENTS:

  • Proven expertise working with marketing automation platforms (e.g., Hubspot, Pardot, Marketo etc.), and CRM systems, to develop strategic, automated email campaigns that convert leads to customers. Expert certification a plus.
  • Knowledge of email with HTML/CSS experience.
  • Demonstrated knowledge of email marketing industry regulations (such as, but not limited to CCPA, GDPR, etc.), best practices, and compliance.
  • Skilled in A/B testing and campaign optimization.
  • Basic working knowledge of Content Management Systems (CMS), specifically WordPress.
  • Strong project management skills and the ability to balance multiple priorities in a fast-paced environment, working knowledge of project management tools (e.g., Asana, similar)
  • Data-driven with an understanding of how to translate marketing metrics into opportunities for action.
  • Excellent written, verbal, and interpersonal communication skills.
  • Strong attention to detail, multitasking, and analytical skills.
  • Works well independently and collaboratively in a team environment.
  • Proficient in Microsoft Office.
  • Digital marketing or interactive agency experience is a plus.
  • Insurance or financial services industry experience desirable but not required.
ESSENTIAL DUTIES AND RESPONSIBILITIES:

Building/Executing Campaigns:
  • Maintains primary responsibility for all aspects of Captive Resources' marketing automation platform. Serves as the lead resource to driving implementation, configuration, and maintenance of the automation platform.
  • Performs all technical tasks to build integrated campaigns including emails, developing workflows, simple and complex journey maps for both one-time and automated campaigns, building supporting forms and landing pages where necessary.
  • Creates business rules within the marketing automation platform, and regularly audits rules and campaigns to ensure they are running properly.
  • Works with others in Marketing to refine audience requirements, creates audience segments and works with Marketing Data Analyst to facilitate list development for marketing campaigns, ensure/regularly audit email list hygiene as well as data integrity.
  • Ensures compliance with all applicable CAN-SPAM regulations including CCPA, GDPR, etc.
  • Collaborates with Content and others to determine together the types of campaign assets that will generate the strongest results.
  • Works closely with others on the Marketing team (Content, Digital, Data) to map appropriate content, assets, and promotions needed by channel, to engage specific audiences based on Captive Resources' target personas.
  • Develops an understanding of the full customer lifecycle and sales process and how Marketing contributes to it.
  • Collaborates with Content and others on the Marketing team to help refine the brand story to plan content that aligns with Marketing strategy.
Testing/Analyzing/Optimizing:
  • Test and analyze email creative and journey workflows, lead generation, lead nurturing, and identify tactics for improvement.
  • Analyze campaign performance, execute A/B tests under the direction from the broader Marketing team, and suggest improvements for optimization.
  • Create and test email templates using personalization and advanced data features for deeper engagement.
  • Manage opt-ins and opt-outs.
  • Develop automated reports/dashboards within the automation platform to monitor content performance and report on content analysis, metrics, KPIs.
Other:
  • Uphold brand consistency and increase product/brand awareness across email campaigns.
  • Other projects/tasks as assigned by SVP Marketing.


PRIORITIES: Work with Marketing Content Manager and others on the Marketing team to develop campaign strategy to support Marketing goals and objectives. Execute, test, and optimize email campaigns.

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