Marketing Automation Specialist

Day to Day:

As the Marketing Automation Expert supporting our client's L&D team, you will be responsible for the hands-on strategy and execution of automated, personalized communications that guide a growing global population through an ongoing transformation journey - from awareness through training and adoption. You will work on the change and communications workstream, building and optimizing the Journey Builder flows, segmentation, and reporting that bring the transformation narrative to life. You will also take on additional tasks across L&D as priorities evolve. This is 70% hands-on building inside SFMC versus 20% developing campaign strategy and stakeholder management

KEY RESPONSIBILITIES

• Analytics and Strategy: Analyze and report on the effectiveness of campaigns to stakeholders, using insights to inform and improve future communications and training nudges.
• Journey Builder & Automation: Build, implement, and optimize personalized, multi-step nurture and adoption journeys in SFMC Journey Builder and Automation Studio to support awareness, training, and adoption.
• Campaign Execution: Manage end-to-end strategy and deployment of email and automated communications tied to each phase of the transformation, using segmentation and personalization to increase engagement.
• Stakeholder and Project Management: Partner with the change and communications workstream and other project stakeholders to strategize, consider the art of the possible, and manage timelines across multiple waves.
• Quality Control: Ensure email communications and automated journeys comply with BCG brand guidelines, technical functionality, proper grammar and design, and relevant email regulations (e.g., GDPR).
• Copywriting Support: Write, edit, and enhance light email copy for automated journeys in partnership with the Comms Strategists.
• Measurement and Analysis: Provide ongoing measurement and analysis of campaigns, preparing data-driven recommendations for optimization, including UTM-coded links and Google Analytics reporting.
• Cross-functional Collaboration: Represent the marketing automation function as a subject matter expert on cross-functional aspects of the transformation, growing the team's knowledge base and adopting best practices.
• Flexible Project Support: Take on additional tasks across the transformation as assigned, reflecting the evolving needs of the program.

Must Haves:

• Bachelor's degree in Marketing, Communications, or a related field.
• 4-8 years of experience in email marketing and marketing automation, specifically using Salesforce Marketing Cloud, preferably supporting large-scale systems migrations or technology rollouts.
• Demonstrated expertise in SFMC Journey Builder and Automation Studio.
• Advanced experience with automation journeys including: Welcome emails, Reminder emails, and Training registration reminders, as well as Behavioural triggers, Dynamic content, Multiple audience paths, Real-time decisioning, Data-driven personalization etc
• Strong copywriting and editorial skills; attention to detail is critical.
• Proven ability to analyze data and provide actionable insights.
• Strong problem-solving skills and the capability to strategize complex automation flows.
• Detailed knowledge of email regulations, best practices, and compliance (e.g., GDPR or CASL).