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Marketing Automation Manager
Full-time
Marketing Technology & CRM Manager (Salesforce Ecosystem)
Position Summary
Responsible for the strategy, administration, optimization, and evolution of the organization's Salesforce marketing technology ecosystem, including Salesforce Sales Cloud, Data Cloud, Marketing Cloud Engagement, MobileConnect, and MuleSoft. This role will lead customer data activation, campaign orchestration, system integrations, and marketing automation initiatives that drive customer acquisition, engagement, retention, and revenue growth.
The ideal candidate combines strong martech expertise with a deep understanding of customer lifecycle marketing, CRM operations, data architecture, and cross-functional business processes. This individual will partner closely with Marketing, Sales, Customer Experience, IT, Analytics, and external vendors to deliver scalable customer engagement programs and maximize the value of the Salesforce platform.
Key Responsibilities
Salesforce CRM & MarTech Strategy
Develop and execute a comprehensive CRM and marketing technology roadmap aligned with business growth objectives.
Serve as the business owner and primary stakeholder for Salesforce Sales Cloud, Data Cloud, Marketing Cloud Engagement, Mobile Connect, and related customer engagement platforms.
Continuously evaluate and optimize platform capabilities, workflows, and user experiences to improve operational efficiency and adoption.
Identify opportunities to leverage Salesforce innovation, AI-driven marketing capabilities, and customer intelligence to enhance business outcomes.
Establish best practices, governance standards, and scalability strategies across the Salesforce ecosystem.
Marketing Cloud & Customer Journey Management
Lead the design, implementation, and optimization of multi-channel customer journeys across email, SMS mobile messaging, and emerging digital channels.
Develop lifecycle marketing programs including lead nurturing, onboarding, cross-sell, upsell, retention, reactivation, and loyalty campaigns.
Manage Marketing Cloud Engagement assets including Journey Builder, Automation Studio, Email Studio, Mobile Connect, and Audience Builder.
Ensure consistent customer experiences across all touchpoints through journey orchestration and personalization strategies.
Drive continuous testing and optimization through audience targeting, A/B testing, content personalization, and segmentation enhancements.
Data Cloud & Customer Data Management
Lead the implementation and optimization of Salesforce Data Cloud to create a unified customer profile across business systems.
Develop customer segmentation strategies using behavioral, transactional, demographic, and engagement data.
Establish processes for identity resolution, audience creation, data activation, and real-time customer insights.
Partner with Analytics and IT teams to improve customer intelligence and drive personalization initiatives.
Ensure compliance with data privacy regulations, consent management requirements, and data governance policies.
Campaign Operations & Marketing Automation
Manage end-to-end campaign execution processes across the Salesforce ecosystem.
Build automated workflows to improve efficiency, scale marketing operations, and reduce manual processes.
Establish operational standards for campaign development, QA, deployment, monitoring, and optimization.
Partner with business stakeholders to translate marketing requirements into scalable automated solutions.
Ensure marketing programs align with customer lifecycle objectives and organizational goals.
Analytics, Reporting & Performance Optimization
Develop dashboards and reporting frameworks to measure campaign performance, customer engagement, pipeline influence, and business impact.
Monitor KPIs related to customer acquisition, engagement, retention, conversion, and revenue contribution.
Leverage Salesforce reporting, Data Cloud insights, and business intelligence tools to drive decision-making.
Identify trends, opportunities, and performance gaps through customer and campaign analysis.
Present actionable insights and strategic recommendations to marketing leadership and business stakeholders.
System Integration & Architecture
Oversee integration strategy and execution using MuleSoft and Salesforce-native integration capabilities.
Ensure seamless data flow between Salesforce platforms and enterprise systems, including websites, digital applications, data warehouses, contact center platforms, and third-party marketing technologies.
Partner with IT and enterprise architecture teams to design scalable, reliable integration solutions.
Manage API connectivity, synchronization processes, and data exchange standards across the customer technology ecosystem.
Support platform upgrades, enhancements, and new technology implementations.
Cross-Functional Leadership
Collaborate with Marketing, Sales, Customer Success, Operations, IT, and Analytics teams to align technology capabilities with business objectives.
Serve as the primary liaison between business stakeholders and technology partners for CRM and MarTech initiatives.
Manage vendor relationships, implementation partners, and platform support resources.
Lead MarTech-related projects, including system enhancements, migrations, integrations, and process improvements.
Support change management initiatives and user adoption programs across the organization.
Required Qualifications
Bachelor's degree in Marketing, Business, Information Systems, Computer Science, or related field.
5+ years of experience in CRM, marketing technology, marketing operations, or customer engagement platforms.
Hands-on experience administering and optimizing Salesforce Marketing Cloud Engagement and Sales Cloud.
Experience working with Salesforce Data Cloud, customer data platforms (CDPs), or enterprise customer data environments.
Experience designing and managing automated customer journeys and lifecycle marketing programs.
Demonstrated experience with MuleSoft integrations, APIs, system connectivity, and enterprise data flows.
Strong understanding of customer segmentation, personalization, identity resolution, and customer lifecycle marketing.
Experience managing complex marketing automation initiatives and cross-functional projects.
Strong analytical skills with experience developing dashboards, reporting frameworks, and performance insights.
Excellent communication, stakeholder management, and project leadership skills.
Preferred Qualifications
Salesforce Marketing Cloud Administrator, Consultant, or Developer Certifications.
Salesforce Data Cloud Certification.
Salesforce Administrator Certification.
Experience with SQL, data modeling, API integrations, and marketing analytics platforms.
Experience implementing enterprise CRM or MarTech transformation initiatives.
Experience leveraging AI-driven personalization, predictive analytics, and customer intelligence solutions within the Salesforce ecosystem.
