Marketing Automation Specialist

What You’ll Do 

Development: 

• Manage and build personalized journeys in Pardot for Marketing through communication workflows, program logic, and testing with cross-functional stakeholders. 

• Create timely and relevant communication flows aligning to customer/prospect interactions, needs and expectations across 1:1, Lifecycle, Product, and lead nurturing journeys. 

• Use test-and-learn scenarios for new communication flows and strategies to increase customer engagement and retention. 

• Leverage data segmentation for targeted customer communication strategy and gatekeep the number of touchpoints for customers and prospects. 

Data & Measurement: 

• Ensure compliance with the email marketing program vis-à-vis CASL, CAN-SPAM, CCPA, GDPR, and any other laws pertaining to the countries in which SOTI does business. 

• Monitor and analyze key performance indicators (KPIs) to measure the success of customer/prospect journey initiatives. 

• Review, assess, and evaluate all programs for impact and optimization. 

• Interpret customer/prospect data to identify journey triggers across lifecycle segments to drive desired customer behaviors. 

• Leverage segmentation approaches and brand personas to personalize journey communications. 

• Prepare and present regular reports on customer journey performance to senior management and share insights and recommendations with stakeholders. 

Strategy: 

• Provide strategic support on the direction of the email marketing program, including email template design, dynamic email personalization, content strategy, mobile optimization, and coordination with other digital channels. 

• Collaborate with the team to develop communication flows and execute personalized touchpoints. 

• Analyze customer data to understand behavior and preferences and map out customer journeys for approvals. 

• Identify pain points and opportunities for improvement to develop and implement strategies that enhance the experience. 

• Drive acquisition and retention through ongoing iteration and optimization of existing journeys and advocate to create the best possible customer, partner or prospect experience. 

Experience You’ll Bring 

• Experience within an email marketing or marketing automation role; experience in SAAS is considered an asset. 

• An undergraduate degree (or higher) in Technology, Marketing, or Business, or equivalent work experience. 

• Experience using a CRM system such as Salesforce and marketing automation/email software like Pardot.  

• Working knowledge of Salesforce to manage customer data and interactions.  

• Expert knowledge of Marketing Automation platforms such as Pardot, and the ability to use it to improve the customer experience. 

• Experience in managing and developing journeys for automating marketing communications, including 1:1, Lifecycle, Product, and Lead nurturing. 

• Hands-on experience in developing and implementing customer lifecycle journeys.  

• Experience in data analysis and the ability to use data to inform decision-making. 

• Advanced user of Microsoft Power BI, Excel, PowerPoint, and other key Microsoft Office tools. 

• Expertise in driving customer journey mapping through creative visual flows and outlining logic. 

• Experience in project management and the ability to work in an agile environment. 

• Must have knowledge of communication compliance best practices (CASL, PII, CAN-SPAM, GDPR). 

• Strong analytical skills and the ability to use data to inform decision-making. 

• Working knowledge of HTML and CSS. 

• Strong knowledge of email marketing KPIs and conversion metrics. 

• B2B experience is an asset. 

• Strong email copywriting experience. 

• Pardot & Salesforce Certification is an asset. 

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