A Marketing Automation Specialist is responsible for managing, maintaining, and improving the marketing automation platform processes and procedures. They work closely with the Marketing Team to develop and execute the organization's marketing campaigns. In this blog post we describe the primary responsibilities and the most in-demand hard and soft skills for Marketing Automation Specialists.

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Main Responsibilities of Marketing Automation Specialist

The following list describes the typical responsibilities of a Marketing Automation Specialist:

Adhere to

Adhere to marketing opt-out regulations, GDPR, and unsubscribe suppression lists.

Administer

Administer and serve as super-user of the marketing automation platform.

Advise

Advise and plan with the marketing operations team with best practices and competition in mind.

Analyze

• Analyze and evaluate manual tasks and replace with automation (automate as much as possible).

• Analyze and optimize marketing performance to drive conversions.

• Analyze campaign data to supervise revenue performance and uncover areas for improvement.

• Analyze marketing and sales data to develop insights and recommend areas for optimization.

• Analyze results and performance for ongoing enhancements.

• Analyze success of existing streams and improve to support growth.

• Analyze the success of existing streams and improve to support growth.

Assist in / Assist with

• Assist Customer Service team in tracing individual cases through the customer journey.

• Assist in managing and cleaning marketing data.

• Assist in testing & deploying email & SMS campaigns as needed.

• Assist in the development of new lead generation capabilities in Marketo.

• Assist with building a library of landing pages across various platforms.

• Assist with managing localization of email marketing content.

• Assist with managing localization of email marketing content in APAC region.

Audit

Audit and manage audience segmentation and lists.

Automate

• Automate common, repeatable tasks at large scale to streamline operational procedures.

• Automate scoring and response strategy in partnership with Marketing segment managers.

Brainstorm

Brainstorm and develop email marketing strategies and test their success and key metrics.

Build

• Build and deploy emails for our wealth businesses across US, EMEA, and Latin America.

• Build and execute tests for creative content and copy to inform best practices and recommendations.

• Build and QA email templates and landing pages to support customer marketing programs.

• Build and test workflows in Marketo to achieve the goal of the campaign.

• Build a network of internal advisor advocates to receive introductions to High Net Worth clients.

• Build client and advisor relationships based on trust, knowledge and experience.

• Build, develop and maintain customer journeys.

• Build, improve and support our automation tools and frameworks.

• Build landing pages and forms and set up email campaigns for lead generation, webinars, and events.

• Build thoughtful nurture campaigns that will drive prospects through the sales funnel.

• Build workflows to better nurture customers & leads and utilize automation for efficiencies.

Capture

Capture new requirements and request new components from the COE.

Collaborate with

• Collaborate cross-functionally.

• Collaborate with agencies and other vendor partners.

• Collaborate with data team to segment audience based on campaign goals and troubleshoot errors.

• Collaborate with internal teams to determine future action plans based on campaign results.

Conduct

• Conduct data analysis and segmentation to build nurturing campaigns.

• Conduct database analysis, customer segmentation, and cohort list creation.

• Conduct quality assurance reviews to ensure marketing requirements have been met.

• Conduct thorough testing and assure quality assurance of new and existing campaigns.

Configure

Configure, build, and test journeys and automations based on proposed designs, using Journey Builder.

Coordinate with

• Coordinate with content team to get the required content created.

• Coordinate with creative design team to develop and code responsive and mobile email campaigns.

Create

• Create and manage database segmentation for campaigns.

• Create automations to import and export data feeds from a variety of internal and external sources.

• Create email, landing page and form templates.

• Create, load, test emails, landing pages, implement data collection, and tracking points.

• Create, maintain and report on lead qualification surveys.

Define

• Define and execute other system-related updates and tasks as identified by yourself and supervisor.

• Define, implement, and monitor database health reporting in coordination with Marketing Analyst.

• Define operational processes and best practices to maximize campaigns and ROI.

• Define segmentation and form strategies.

Deliver

• Deliver a compelling Estate and Succession planning value proposition for clients and advisors.

• Deliver timely and documented Estate and Succession plans.

Develop

• Develop a comprehensive set of best practice guidelines to share with the wider.

• Develop and execute ideas for email nurturing campaigns and A / B tests.

• Develop and implement lead management, grading, and scoring recommendations.

• Develop and maintain sales enablement automation assets.

• Develop and manage all customer nurturing initiatives including email to support leads.

• Develop and optimize email marketing, lead flow process, qualification and lead scoring.

• Develop and test reports in partnership with the marketing analytics group.

• Develop digital marketing assets.

• Develop, execute and analyze A / B or multivariate tests.

• Develop processes and procedures to scale marketing automation as a service.

Document

• Document and maintain marketing automation platform processes and procedures.

• Document programs and process by providing code samples, screenshots, etc..

Drive

Drive the implementation of automated programs and email campaigns based on best practices.

Educate

Educate your squad on marketing automation best practices, capabilities and limitations.

Employ

Employ data management and data cleanse best practices to ensure data integrity.

Ensure

• Ensure automation best practices at all times.

• Ensure compliance and best practices in every program launched, act as a data steward.

• Ensure customer locations are equipped with required consumables.

• Ensure data about lead quality and results is captured and utilised for subsequent processes.

• Ensure the set-up for lead scoring & routing, tracking, personalization and lifecycle management.

Establish

• Establish and manage naming conventions, best practices for organization.

• Establish and share best practices with other specialists within the community of practice.

Evaluate

• Evaluate emerging technologies and provide perspective for adoption where appropriate.

• Evaluate new technologies and add-on applications to improve and optimize marketing team performance.

• Evaluate workflows and lead nurturing to enhance marketing and sales improvements.

Execute

• Execute, end-to-end, on ongoing email marketing broadcasts and campaigns.

• Execute, report on, and help to develop the marketing automation strategy of the organization.

Forecast

Forecast marketing campaign growth, and return on investment for marketing campaigns.

Generate

• Generate and implement test strategies, including A / B multi-variant testing.

• Generate regular and ad hoc reports and dashboards to support business needs and track KPIs.

Help

Help shape the future of healthcare in a meaningful career with a balanced life.

Identify

• Identify A / B testing opportunities, executes and optimizes against results.

• Identify new lead generation opportunities in concert with the marketing and sales teams.

• Identify opportunities and gaps in the content and collateral.

• Identify testing opportunities for emails and landing pages, execute and optimize against results.

Implement

• Implement and update technology and processes as needed to support.

• Implement oneself or work with key partners to implement.

Improve

• Improve email marketing metrics by leveraging data in our CRM to inform email strategy.

• Improve initiatives around lead targeting, A / B testing, dynamic content and deliverability.

Include

Include data migrations, system design, configuration changes, etc..

Innovate

Innovate and share new marketing tools, trends & strategies.

Interpret

Interpret client data to identify triggers and behaviours that indicate potential lifecycle changes.

Investigate

Investigate data and leads and determine the root cause of issues.

Iterative

Iterative content / design UX to increase performance.

Keep

• Keep all tasks up-to-date in EDC's agile software, Microsoft VSTS.

• Keep up-to-date and adhere to digital marketing best practices, including.

Lead

• Lead projects for both B2C and B2B segments, including.

• Lead the advancement of email marketing and customer journey building capabilities.

Learn

• Learn new tools for data hygiene automation (ex. Demand Tools, Traction Complete, etc).

• Learn new tools for data hygiene automation (ex. Demand Tools, Traction Complete, ZoomInfo, etc).

Leverage

Leverage data insights to expand segmentation and enable targeted messaging across channels.

Maintain

• Maintain an active backlog of new requests that support the marketing team.

• Maintain and update priorities based on the organization's promotions calendar.

• Maintain existing network and help develop new networks as we expand.

• Maintain the organization's marketing automation systems.

Manage

• Manage and align to GDPR requirements.

• Manage and constantly improve the QA process for emails and automation streams.

• Manage and maintain integrations between softwares.

• Manage Bananatag's automation platform.

• Manage campaign lists, ensure data quality and understand flow to and from CRM system.

• Manage current software integrations to maximise their effectiveness.

• Manage deployment of email campaigns using Hubspot, ensuring quality control.

• Manage Marketo automation rules and logic, landing pages, and reports.

• Manage other projects and tasks as required.

• Manage set-up and configuration of data-driven campaigns ensuring deliverability.

• Manage, support, and help develop MarTech Coordinators.

• Manage tech stack and tools related to marketing automation as as service.

• Manage the daily operations of Hubspot and the marketing technology stack.

• Manage the daily operations of Marketo and the marketing technology stack.

• Manage the handover to sales of leads for prospecting.

• Manage the maintenance, development and administration of the marketing automation tool.

• Manage the production of marketing programs within Marketo including design, build and testing.

• Manage the QA process of Marketo projects.

• Manage workflows and lead processing.

• Mange day-to-day email campaign execution for our clients and the respective platform management.

Measure

• Measure, analyze and report on program metrics.

• Measure results and benchmarking to optimize lead-nurturing workflows to increase conversion.

Meet

Meet with the hiring manager and your potential team.

Monitor

• Monitor and maintain data quality within the marketing database.

• Monitor customer site communications and react to missed pick ups and other customer enquiries.

• Monitor email performance and generate analytics reports to assess delivery and campaign efficiency.

• Monitor quality scoring techniques to optimise lead conversions.

• Monitor the operational health of the Eloqua instance, and escalate issues as appropriate.

Onboard

Onboard and mentor new team members.

Optimize

Optimize existing workflows, data accuracy and performance monitoring for Hubspot.

Oversee

• Oversee campaigns from creation to analysis and reporting.

• Oversee marketing automation utilization, administration, maintenance, and support.

Own

• Own and execute automated Hubspot email and multi-channel campaign.

• Own and optimize your product portfolio.

• Own Email and CRM / Automation Analytics reporting ROI on campaigns tied to revenue goals.

Participate in

• Participate in agile ceremonies such as stand-ups, sprint reviews and retrospectives.

• Participate in day-to-day systems enhancements, integrations and testing.

• Participate in user meetings and present issues and solutions both verbally and in writing.

Perform

Perform other duties as assigned, which may include periodic travel.

Place

Place and maintain relevant content for each digital campaign.

Plan

Plan, execute, and measure experiments (A / B testing) and conversion tests.

Prepare

Prepare and share recommendations, reports and analysis.

Present

Present information sessions for relationship managers and their clients.

Provide

• Provide a problem solving and ‘point of escalation' technical support function.

• Provide feedback and guidance for revisions to external agencies when necessary.

• Provide input to Marketing Leadership on email and automation strategy.

• Provide operational strategy and best practices, including scaling email outreach for 10+ languages.

• Provide support for Director of Marketing as needed.

Recommend

Recommend steps to improve.

Report

• Report on email performance in collaboration with other digital channel reporting leads.

• Report on key performance indicators (KPIs) and identify tactics for improvement.

• Report out on digital and direct marketing campaign results to marketing leaders.

• Report out on digital and direct marketing campaign results to PE&E team and leadership.

• Report out on your effectiveness to Marketing leadership in concert with Marketing Analyst.

Retain

Retain training and direction from management.

Review

Review and analyze email, SMS, and GA metrics to identify optimization opportunities.

Run

• Run A / B tests to continually optimize email performance.

• Run technology projects with team end-to-end.

Seek

• Seek and communicate opportunities for process improvement across marketing functions.

• Seek out 3rd party support when needed to address.

Segment

• Segment and analyse prospect database to target campaigns.

• Segment and leverage the marketing database for greater campaign efficiency and effectiveness.

Set

Set goals against database health and engagement and hit them.

Set up

Set up, test, maintain, and report on recurring and triggered campaigns.

Stay

• Stay on top of new releases and features and provide updates to users.

• Stay regularly informed of industry changes, advances and email best practices.

Supervise

Supervise campaign performance, ensuring there are no data issues impacting results.

Support

• Support, implement, and report on all email marketing automations.

• Support internal teams by troubleshooting any errors that are reported by team members.

• Support other areas within Ceridian where email marketing expertise would be valuable.

Take

• Take initiative to drive and shape projects.

• Take initiative to propose changes to marketing and communication methodologies.

Test

Test, modify and ultimately handle and monitor the final broadcast.

Track

Track and Report conversion metrics efficiency for marketing initiatives.

Transform

Transform, migrate and load data while building complex email automations using SQL and JavaScript.

Translate

Translate business requirements into technical requirements and make recommendations to stakeholders.

Troubleshoot

Troubleshoot platform related issues in partnership with marketing, GIS and regional team members.

Understand

• Understand business requirements and can translate those requirements into technical specifications.

• Understand how to think through the user journey that surrounds the email experience.

• Understand the intricacies of and develop strategies to maximize email deliverability.

Upload

Upload content to dynamic campaign pages with consistent.

Use

Use Hubspot data to help optimize the conversion funnel & drive more opportunities.

Work with

• Work closely with marketing teams as consultants on Marketo and other automation tool best practices.

• Work closely with the Marketing Team to develop and execute the organization's marketing campaigns.

• Work closely with Web and Social Media teams to drive awareness and traffic for business segments.

• Work cross-functionally to minimize the impact of message content on inbox deliverability.

• Work to minimize list decay and unsubscribes while increasing the performance of our email sends.

• Work with clients to define KPIs, create reporting, analyze campaign performance.

• Work with Content & Creative to create programs.

• Work with cross-functional stakeholders to deliver operational needs.

• Work with Logistics team to hold logistics partners accountable to timings using data.

• Work with the Marketing Team to develop and implement segmented marketing campaigns.

Most In-demand Hard Skills

The following list describes the most required technical skills of a Marketing Automation Specialist:

1. Marketo

2. Marketing Automation

3. HTML

4. Marketing

5. CSS

6. Hubspot

7. Pardot

8. Email Marketing

9. Salesforce Marketing Cloud

10. Eloqua

11. Google Analytics

12. Reporting

13. SQL

14. CRM

15. Javascript

16. Salesforce

17. Business

18. Can-Spam

19. Excel

20. Marketing Automation Platforms

21. Communications

22. Email

23. Marketing Automation Platform

24. Marketing Automation Software

Most In-demand Soft Skills

The following list describes the most required soft skills of a Marketing Automation Specialist:

1. Written and oral communication skills

2. Attention to detail

3. Analytical ability

4. Organized

5. Detail-oriented

6. Problem-solving attitude

7. Organizational capacity

8. Interpersonal skills

9. Time-management

10. Multi-task

11. Creative

12. Flexible

13. Business acumen

14. Collaborative

15. Quantitative analytical

16. Self-motivated

17. Self-starter

18. Team player

19. Quick learner