Marketing Cloud Specialist

The Marketing Cloud Operations Platform Analyst is responsible for providing marketing technical expertise in support of day-to-day operations enabling successful execution of innovative marketing campaigns. We are looking for a hands-on Marketing Cloud Developer to own the build and execution of our Salesforce Marketing Cloud environment.

The core of this role is SFMC - building campaigns, managing the data model, and keeping our platform running reliably. You will also support adjacent tools including ZoomInfo data enrichment and digital channel integrations, though your primary focus will be delivering marketing campaigns and automations that drive results.

Role Priorities / Responsibilities:

• Work collaboratively with the Marketing Manger and VP and cross-functional teams to optimize the Marketing technology stack and integrations.
• Build and manage email campaigns, multi-step journeys, and audience segments using Journey Builder, Automation Studio, and Email Studio
• Design and manage systems from first point of contact ads; to landing page and lead capture; to sales team enablement and prospect nurturing.
• Provide digital platform support, presentation design, brochure design, email campaigns, proposal design; to CRM setup, management, and support; to report on marketing effort success.
• Define and optimize end-to-end campaign processes from intake and planning to execution in Salesforce  building out landing pages, customer journeys, emails, dashboard, workflows, etc.
• Design and maintain the SFMC data model — data extensions, relationships, and sendable objects
• Enable sales teams and operations by creating and managing inbound leads from introduction of the brand to post-sale.
• Maintain brand consistency.
• Be responsible for marketing automation execution, campaign management and reporting.
• Create end-to-end reporting across stages of the buyer’s journey.
• Identify, prioritize, and troubleshoot system integration issues by working within the Salesforce system with the help of the Salesforce Administrator and Director of Enterprise Systems
• Develop and refine persona and account targeting strategies for our database using analytics derived from site visitor and campaign engagements.
• Create system documentation for workflows and processes.
• Use ZoomInfo intent data and contact enrichment to support audience segmentation builds
• Partner with sales and marketing operations on data governance and usage (experience with any comparable enrichment platform — Apollo, Clearbit, Demandbase — is acceptable)
• Manage audience exports, suppression lists, and CRM-based targeting handoffs to paid digital platforms (Google, LinkedIn, Meta)
• Maintain UTM tagging and tracking parameters across digital campaigns to support attribution reporting
• Liaise with paid media partners or agencies to ensure accurate data handoffs between SFMC and ad platforms
   

Qualifications and Education Requirements

• Bachelor’s Degree, Salesforce Marketing Cloud Developer or Email Specialist Certification, Web Development

Preferred Skills:

• Demonstrated experience designing and managing data extensions and subscriber architecture in SFMC
• Hands-on experience with Journey Builder and Automation Studio for complex, multi-step campaign builds
• Experience with Marketing Cloud Connect and Salesforce CRM data sync
• HTML/CSS
• Salesforce CRM support
• CMS administration (WordPress, HubSpot, Drupal Site Studio preferred)
• Experience with ZoomInfo or a comparable B2B data enrichment or intent platform (Apollo, Clearbit, Demandbase)
• Adobe Creative Suite: PhotoShop, InDesign, Illustrator, Premier, AfterEffects
• Experience with latest iteration of Google Analytics (GA4), Google Ads, SEO and Campaign Management
• Familiarity with UTM strategy and campaign attribution reporting
• Salesforce Marketing Cloud Consultant or Architect certification
• Experience with Interaction Studio / Personalization or Data Cloud
• Prior experience as the sole or primary marketing technology owner

Detail on Responsibilities:

Marketing Automation and Reporting:

• Oversee our Marketing Cloud Next account within Salesforce, including settings, architecture, governance, and integrations.
• Architect and execute all marketing automation campaigns (i.e. email, in-app, and digital retargeting).
• Collaborate with marketing to make smarter decisions faster, optimizing the value of marketing activities by building, maintaining, and enhancing campaign reporting.
• Define, improve, and refine lead scoring and lead flow processes to ensure optimal flow through the funnel and a smooth hand-off to Sales.
• Experience in measurement and reporting of marketing effectiveness:
  
  • Evaluate campaigns to ensure maximum ROI and use data to drive decisions on the marketing mix, segmentation, customers, target audiences, and message effectiveness
  • Analyze marketing performance including building reports and dashboards
  • Measure, monitor, and optimize the revenue funnel from inquiry to MQL to SQL to closed opportunity
• Compliance and Database Integrity:
  • Ensure contact database integrity and compliance with GDPR/CAN-SPAM .
  • Partner with IT and other internal stakeholders to maintain compliance best practices.
  • Define and maintain best practices audience segmentation and database health to ensure high deliverability and accurate audience targeting.
  • Oversee acquisition of lead list subscriptions and data appends.

Best Practices Stewardship and Administration Oversight:

• Act as a first point of escalation on technical issues for the Marketing tech stack, providing support and collaborating with internal teams to resolve.
• Partner with other internal stakeholders, such as Sales, Operations, Technical Support, to define, document, and maintain best practices workflows for other shared outreach platforms (Qualified chat bot, ZoomInfo, Salesforce lead gen forms).
• Create training documentation on marketing software tools as needed.
• Tech Stack Optimization:
  • Stay current on marketing automation and technology trends.
  • Perform Marketing tech stack audits and recommend configuration changes or additions to bridge any gaps between our capabilities and goals.
  • Oversee the implementation and team training of new marketing tech solutions and/or integrations.
• Collaborate with key functional partners, including Marketing Creative Team, Director of Enterprise Data, Sales, and HR as needed.
• Support and work collaboratively with marketing team members on demand generation initiatives by managing the execution of email, nurture campaigns, and other digital programs
• Bring expertise on StallionIS.com Personalization analytics to build audience personas.
• Database management and optimization:
  • A high-quality, fully optimized lead and contact database
  • Field-level segmentation for market penetration
  • A highly efficient pipeline of lead capture, nurture, scoring, and handoff to sales
• Day-to-day administration and management of our marketing technology stack:
  • Infrastructure/tech stack integration and optimization
  • Create and manage all integrated platforms: Qualified, ZoomInfo, others as needed
  • Work with Sales Operations to manage integrations with Qualified and Salesforce for effective team monitoring
  • Ensure effective integration and utilization of Google Analytics on the website and tracking with Salesforce