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Marketing Automation Specialist
Dallas, TX
Job Description
Marketing Automation Specialist
The Marketing Automation team is responsible for driving the overall development, design, build, execution, and measurement of campaigns and experiences in Salesforce Marketing Cloud (SFMC). The Center of Excellence (COE) for marketing automation delivers on our objectives, bringing to life client journeys across channels, build experiences that drive engagement and lead conversion with Retail Consumer, Retail Small Business, Business and Wealth audiences.
Marketing Automation professionals are responsible for working collaboratively with cross-functional teams, including brand, data strategy & analytics, marketing technology, compliance and risk. Marketing Automation includes leadership and development of three key pillars - channel strategy, campaign delivery, and optimization. Each pillar requires a deep understanding of marketing automation tools and technologies and how to leverage them to achieve business objectives.
Marketing Automation professionals are responsible for working collaboratively with cross-functional teams, including brand, data strategy & analytics, marketing technology, compliance and risk. Marketing Automation includes leadership and development of three key pillars - channel strategy, campaign delivery, and optimization. Each pillar requires a deep understanding of marketing automation tools and technologies and how to leverage them to achieve business objectives.
Position Responsibilities:
- Design and implement automated marketing campaigns, e.g., awareness, lead nurturing, drip campaigns, and customer onboarding, to enhance the customer experience and drive customer retention.
- Plan, execute and monitor email marketing campaigns using Salesforce Marketing Cloud tools, including Email Studio, Automation Studio and Journey Builder.
- Create and optimize customer journey maps using Journey Builder to deliver personalized and targeted marketing messages at every stage of the customer lifecycle.
- Lead creative & copywriting process with agency partner to ensure alignment with goals and priorities.
- Work closely with cross-functional teams and resources including subject matter experts to deliver program and milestones within established timeframes.
- Implement advanced segmentation and personalization strategies to deliver highly targeted and relevant content to different customer segments.
- Utilize data analytics and customer insights to measure campaign effectiveness, identify opportunities, and optimize marketing automation workflows for continuous improvement.
- Conduct rigorous A/B testing and experimentation to refine marketing automation strategies.
- Serve as Subject Matter Expert for Email Marketing and Salesforce Marketing Cloud tools.
- Provide training and support to teams outside marketing to enable them to utilize Salesforce Marketing Cloud effectively and efficiently.
- Stay informed of industry best practices, privacy regulations (e.g., GDPR, CCPA), and email marketing guidelines to ensure compliance and adhere to ethical marketing standards.
Position Qualifications:
- Bachelor's degree from an credited University in Marketing, Business, or a related field
- 5 years experience in email Marketing, Marketing Automation (Salesforce Marketing Cloud or similare automation tools) and/or Demand Generation
Comerica is proud to be an Equal Opportunity Employer - veterans/individuals with disabilities, committed to workplace diversity.
Job Summary
Start Date
As soon as possible
Employment Term and Type
Regular, Full Time
Required Education
Bachelor's Degree
Required Experience
5+ years
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