Description:
Summary (Purpose or Mission): The Marketing Automation Specialist is responsible for the strategic operational utilization of the marketing automation platform and related campaigns for Festo and takes direction based upon input from relevant stakeholders and the North American Senior Marketing Manager. This role is responsible for the creation of marketing automation campaigns to increase conversion rates along the North American (Digital) Customer Journey and to generate high quality leads for each sales channel. As such, this role is also focused on the continuous improvement of the lead management process and Festo’s email marketing program. The role collaborates widely across the Marketing Communications and Online Business teams.
Duties of this Job Include:
- Responsible for the development and creation of marketing automation campaigns and tracks with the goal of contributing to sales success and conversion rates, and overall marketing KPIs.
- Launch and optimize email campaigns: from design and layout to content creation, including coding email templates, landing pages and forms using HTML and CSS as needed, campaign and workflow set-up, A/B testing, scheduling, and monitoring campaigns to drive results and meet objectives.
- Maintain marketing automation integration with CRM, assist in the integration of additional platforms into the marketing platform and communicate the needs from a local perspective to HQ for enhancement as required.
- Manage internal (and external) campaign lists, ensure data quality, and understand data synchronization processes to and from the CRM system and other data lakes.
- Assist in maintaining quality of marketing data including compliance with corporate privacy regulations (CASL, GDPR, CAN-SPAM, etc.) and keep current to industry changes.
- Develop and maintain use cases for Festo’s marketing automation platform based on best practices, market needs and data analytics.
- Be the resident expert on the Festo marketing tool (Oracle Eloqua) with respect to supporting and driving all efforts ad processes, proactively researching, and implementing the latest best practices, strategies, and industry standards from within and external to Festo.
- Routine analyze and report on key performance metrics and make recommendations including optimizing click-through and conversion rates.
- Create and disseminate marketing automation campaign reports with insights to all relevant stakeholders.
- Support essential marketing operational process related to lead management: lead generation, lead nurturing, lead scoring, segmentation, and reporting within SAP CRM.
- Work closely with lead management stakeholders, sales channels, and web analytics experts.
Knowledge, Skills and Experience:
- Minimum 5 years of hands-on marketing automation execution and email marketing experience deploying complex programs with a marketing automation platform (Oracle Eloqua preferred) within a B2B environment
- Bachelor’s degree in Marketing, Communication, Business, or related field
- Experience with integration of marketing automation platform with CRM, websites, and other third-party applications
- Experience with HTML, CSS, JavaScript a plus
- Well-versed in CTA creation, email nurturing workflows and creation, CTR optimization and proficient with digital inbound and event marketing
- Proficient in MS Office (Outlook, Word, PowerPoint, Excel, SharePoint, and Teams)
- Experience in extracting and presenting data in a meaningful and empowering manner (utilizing PowerPoint and Excel)
- Excellent communication skills (verbal, written and listening)
- Excellent client service skills
- Collaborative mentality with the ability to build relationships and inspire teamwork
- Excellent organizational, planning, and interpersonal skills
- Ability to quickly adapt and change to a continuously evolving market
- Ability to prioritize and manage multiple tasks simultaneously with quality and efficiency
- Ability to focus on deadline and deliverables
- Bilingual in English and Spanish and/or French is an asset
- Enjoys working in a hybrid work environment (remote and in office)