Marketing Automation Specialist

Job summary

The specialist is responsible for developing and optimizing marketing automation programs, specifically focusing on email marketing, lead generation, and audience engagement. They will manage Adobe Marketo workflows, create landing pages, and analyze campaign KPIs to drive operational improvements.

Job details

Location: Toronto or Ottawa Why is this role important? The Specialist, Marketing Automation plays a key role in supporting CIHI’s Marketing Operations activities. Working collaboratively with the Marketing Department and other digital and design specialists, this role is responsible for supporting CIHI’s marketing automation program including email marketing, customer segmentation, marketing automation and audience engagement. This role supports the development, execution and optimization of marketing automation initiatives and uses campaign performance insights to recommend ongoing operational improvements. What you'll do 1. Collaborate with other members of the marketing team to understand audience growth strategy, support a robust marketing automation program and optimize digital marketing campaigns. 2. Offer expertise based on a solid understanding of business and campaign goals and make recommendations on messaging, segmentation, and engagement tactics. 3. Act as subject matter expert for Adobe Marketo including being able to create all new lead gen forms / landing pages within Marketo and work with CRM administrators to manage leads. 4. Create all new requested lead generation forms and landing pages within the Marketo platform 5. Bring thought leadership around email marketing and life-cycle communication to the team. 6. Responsible for segmentation and targeting capabilities (SQL) and utilizing first party customer data (DTC) to personalize the email communication experience. 7. Build and manage automation and triggered email journeys based on audience segment, content and site usability activities. 8. Work with Team Lead to establish and enforce email deployment cadence rules and restrictions to ensure compliance within regulations including CAN-SPAM/CASL and online privacy regulations. 9. Drive ongoing improvement of all KPIs: open rate, deliverability, click rate, opt-out rate, conversion rate, revenue and specific business objectives. 10. Develop and distribute reporting that includes strategic insights and recommendations based on performance 11. Design and implement lead gen features and functionality to drive email list growth. What you'll bring to the table • Undergraduate degree in Marketing, Business Administration, Statistics, Computer Science or related field, or equivalent combination of education and related experience. • 3-5 years of relevant professional experience in marketing. • Two years of experience using a CRM software for database management, and integration of marketing campaign and lifecycle data. • Extensive practical experience working with Adobe Marketo software. • Proven operational experience developing, launching and managing a robust email marketing or marketing automation program for digital products / businesses. • Experience with the process, workflows and technical capabilities necessary to be successful in marketing automation. • Proficiency in CSS / HTML as it applies to responsive email design with dynamic content. • Ability to work with SQL and relational databases as it relates to segmentation and targeting. • Expertise in email deliverability best practices. • Expertise in A/B testing and conversion optimization. • Ability to envision intricate customer journey/drip campaigns. • An understanding of media and digital platforms (end user level). • Understanding of marketing analysis principles and the engagement life-cycle and awareness of emerging communications and marketing tactics and trends. • Familiarity with HTML, Google Analytics, Web Content Management and SharePoint. • Proficiency with Microsoft Office, particularly Excel, for data organization, analysis, and reporting. • Strong organizational, analytical and project management skills, with the ability to balance multiple projects and products successfully and efficiently

What you’ll do

The specialist is responsible for developing and optimizing marketing automation programs, specifically focusing on email marketing, lead generation, and audience engagement. They will manage Adobe Marketo workflows, create landing pages, and analyze campaign KPIs to drive operational improvements.

Requirements

Candidates need a bachelor's degree in a related field and 3-5 years of marketing experience, including extensive practical use of Adobe Marketo and CRM software. Proficiency in SQL, HTML/CSS, and a strong understanding of email deliverability and privacy regulations are required.

Listed skills

• HTML · Preferred
• SQL · Preferred
• CSS · Preferred
• CRM Management · Preferred
• Data analysis · Preferred
• Project management · Preferred

Other relevant skills

Identified from the job description. Confirm important requirements above.

• Adobe Marketo
• Email Marketing
• Customer Segmentation
• SQL
• CRM Management
• HTML
• CSS
• A/B Testing
• Conversion Rate Optimization
• Lead Generation
• Google Analytics
• Project Management
• Data Analysis
• Customer Journey Mapping
• Marketing Automation
• CAN-SPAM/CASL Compliance

Job areas

• Marketing
• Data & Analytics
• Technology