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Digital Automation Manager

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Digital Automation Manager

Posted 6 months ago

  • Sector: Marketing
  • Expiry Date: 20 January 2022
  • Job Ref: J4153

Job Title: Digital Marketing Manager - Marketing Automation 

Reporting to: Head of Digital Media, Social and Automation 

Overview

The Digital Marketing Exec - Marketing Automation is the biggest advocate of our Marketo implementation and plays a key role in its effective and smooth running. We want you to be our Marketo expert and understand the best practices in email marketing including right nurture tracks to provide incremental value to nudge our leads towards sale in a way that feels personalised, human, and still converts. We also need you to understand the right types of content and calls-to-action to present to the right people at the right time, both for lead nurturing and to boost the sharing and forwarding of our content. 

Responsibilities

  • Execute all elements of the email marketing campaigns: segmenting the database, creating target lists, campaign building, including template design, calls-to-action, landing pages, forms, automation flows, etc. in collaboration with the field marketing team
  • Troubleshoot any aspect of the marketing automation implementation, including but not limited to: errors with data imports, sync failures, error in campaigns execution, etc.
  • As one of our Marketo experts, ensure we are using the marketing automation software to its full potential
  • Develop analytics (dashboards, reports) to measure the effectiveness of all channels used in Marketo and for all database segments
  • Segment prospect and customer database based on demographics, behaviours like past engagement and website interactions (content downloads, site page visits, etc.) and lifecycle status
  • Work to minimise list decay and unsubscribes while increasing productivity and deliverability of our emails
  • Develop documentation and road maps for lead nurture processes, A/B tests, and promotions to hack growth
  • Find new approaches to lead nurturing, including but not limited to channels like email, social media, blogging, and events
  • Create and implement new projects and creative ideas that help improve customer conversion rates
  • Work alongside other marketers including content producers to help distribute content that educates and entertains our audience
  • Own the overall contact reach and data build strategy
  • Build solid relationships and provide continual communications with the rest of the marketing team
  • Disseminate marketing automation best practice in the team through documentation and leading team meetings 

Example Metrics

  • Click-Through Rates - the proportion of the audience who clicked on one or more links contained in a lead nurturing email message
  • Campaign success rates - the percentage of campaign members who completed a desired action (downloaded content, attended an event, filled a form, etc.)
  • Time to Customer Conversion - the length of time it takes for a lead to become a customer
  • Cost per Customer - the marketing cost of acquiring a new customer 

Experience/Attributes

  • Previous marketing automation experience with systems a must - experience with Marketo, Pardot, Hubspot or Eloqua preferred
  • Proven expertise mastering the complete marketing mix, in particular email campaigns promoting content, events and other calls-to-action
  • Well practiced in planning and executing campaigns to drive leads through the sales funnel
  • Analytical and numbers driven mind-set to make start doing/stop doing decisions based on data
  • Understanding of how to segment databases to create audience specific campaigns
  • Able to take an analytical and agile approach, learning from A/B testing to improve conversion
  • Software marketing experience, additional SaaS and Cloud experience an advantage
  • Excellent planning and communication skills
  • Proactive at recommending and implementing new initiatives to generate and nurture leads
  • Collaborative and driven to support the bigger picture success of the team as a whole
  • Adept in all Microsoft applications, Salesforce experience a bonus
  • Bright, proactive, self-motivated, flexible and energetic team player 

Qualifications:

  • Education: Computer Science Bachelor's degree and/or Digital Marketing qualifications required
  • Proven experience in digital marketing roles
  • Proven experience implementing and executing digital marketing plans