The Senior Manager, Marketing Automation oversees the development team responsible for Wealth Journeys, with a focus on strategic planning and maximizing the MarTech stack to deliver highly personalized, relevant communications — all aligned to a one-client view.

GENERAL RESPONSIBILITIES:

Service Levels

• Define and maintain standards, processes and procedures as required, ensuring their alignment with the latest industry best practices and standards as defined by the Enterprise Digital Center of Excellence team.
• Investigate and resolve deliverability issues as they arise.
• Adhere to a production schedule to ensure accurate and timely delivery.
• Provide regular status updates and quickly elevate potential issues – communicate to key stakeholders and managers on an ongoing basis.
• Document outcomes, report progress and communicate results and recommendations to larger team and key stakeholders on a regular basis.

Brand & Customer Experience

• Govern content and production of all Marketing Automation assets, ensuring adherence to brand, privacy and security policies, and production and deployment processes.
• Understanding of Governance and Compliance requirements as they relate to legislation.
• Monitor and minimize unsubscribe/bounce/compliant rates and ensure spam regulation compliance (e.g. CAN-SPAM, CASL, PIPIEDA, etc.).

Reporting

• Provide post reporting and analysis.
• Monitor campaign performance and metrics.
• Provide strategic direction based on industry best practices and trends.

Database Marketing

• Understanding of database marketing and CRM programs and procedures.
• Automate data flow between existing databases and Salesforce Marketing Cloud.
• SQL experience is an asset.

Governance and Compliance

• Be a subject matter expert on digital communication (including email marketing) best practices including creative, performance and CAN SPAM compliance.
• Execute processes to ensure compliance with regulations.

Risk Management and Control

• Provide subject matter input into the effectiveness of Marketing Automation journey mapping and email deployment initiatives via Salesforce Marketing Cloud and implement changes quickly to resolve issues.
• Identifying areas of concern to be completed or escalating as needed to the Scrum Master and Senior Manager.

GENERAL EXPERIENCE:

• An undergraduate degree in computer science or recognized equivalent.
• 3-5+ years of experience as an HTML developer with SFMC experience – journey builder, automation studio, AdStudio, etc.
• Prior experience in a leadership role (i.e. technical or direct reports) is an asset.
• Strong knowledge of email development best practices.
• Strong written and oral communication skills – must be able to communicate technical direction, discuss and incorporate stakeholder’s feedback, and communicate issues found and solutions clearly.
• Excellent data analysis, problem-solving and troubleshooting skills.

AUTOMATION EXPERIENCE:

• Marketing Automation specialist with hands on experience with Salesforce Marketing Cloud Journey Builder, Automation Studio and Contact Builder; experience with Advertising Studio an asset.
• Strong email HTML development skills and AMPScript coding experience (or similar) required.
• Marketing Automation campaign production management, working with the Sr Developer and Scrum Master.
• Deep understanding and tactical experience in setting up data integration points to support Marketing Automation journeys across multiple channels (including email, direct mail, online advertising, etc.).
• Implement and deploy test strategies and where required conduct QA to ensure accuracy of code development, journey mapping and deployment by segment.
• Deploy advanced email strategies, including preferences, segmentation, dynamic content and triggered emails as required.