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. 

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

• 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 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:

Basic 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