Director of Marketing Automation

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Job description

Responsible for managing and growing our marketing automation platform capabilities, marketing technology vendors and relationships, and delivering hyper personalized and relevant digital programs. This role requires a strategic and technically savvy marketing automation leader, who will collaborate with marketing and digital strategy teams, IT, data team, content/creative and customer support teams. Lead requirements gathering, adoption and strategic growth of marketing automation focused on sustainable campaigns, lead scoring, real-time web personalization, behavior and trigger-based activities across prospect and member journeys and alignment. Digital marketing and marketing automation professional able to expertly grasp digital behavior trends, marketing and sales analytics, and be extremely well-versed in digital marketing, lead capture and nurturing best practices.

Drive continuous improvement in marketing automation, A/B and multivariate testing, lead lifecycle optimization, adherence to all GDPR and related privacy policies, and the application of best practices in multi-channel digital campaigns related to our digital marketing automation programs. Serve as the subject matter expert for our MarTech stack, including any marketing automation technology, process, measurement, and governance.

Duties and Responsibilities

• Lead business case development of integration solutions roadmap and collaborate with IT and sales to implement. Identify and develop pilots to drive development of most effective strategies for the organization.
• Act as a marketing automation advocate and help marketers better understand possible uses. Champion new techniques for using automation impacting campaign design, customer journey, content development, engagement strategies and conversion methods.
• Collaborate with marketing and sales to implement lead lifecycle campaigns, with involvement in all aspects of the process from target identification to testing to post-campaign reporting (lead management, nurturing, routing and scoring).
• Partner with brand & creative teams (includes web, creative Design, production, communication and social media) to improve data quality, reporting, and segmentation strategies to optimize effectiveness of each channel in support of marketing objectives and program results.
• Act as the thought leader for the Marketing Organization on lead nurturing, re-engagement methodologies and lead life-cycle optimization.
• Develop a strategy to understand and influence the customer journey across all stages of the lifecycle from acquisition, nurture/conversion, retention and advocacy.
• Orchestrate lifecycle, transactional, triggered, and promotional or engagement driven marketing activity to fuel business and marketing objectives.
• Collaborate with product, marketing campaign owners and sales to better understand the customer experience and influence optimal member contacts and member interactions.
• Proactively identify opportunities for process improvement for marketing automation programs and integrations. Devise and support projects to integrate marketing technologies.
• Manage system enhancements/upgrades, troubleshoot system issues/bugs, and oversee deployment to the global Corporate and Region marketing teams.
• Manage vendor relationship relative to Marketing Automation Systems and Tools.
• Proactively identify opportunities for process improvement for marketing automation programs and integrations.
• Lead team to build the most engaging, results-oriented and responsive emails and landing pages. Work with team to develop flexible templates to employ email best practices and support dynamic content generation.
• Ensure adherence to budget for marketing resource management and automation platforms - including continuous optimization of contactable database. Clearly communicate issues to company leadership that may affect scope, budget or timeliness.
• Provide direct team with coaching, feedback, and developmental opportunities and builds effective teams.
• Reviews and recommends new methods and procedures to make daily operations more efficient. Performs considerable short-term planning, scheduling, and coordinating within area of responsibility.
• Sets goals and objectives for team members for achievement of operational results. Assigns work and delegates responsibilities to staff and monitors progress to ensure department goals are met and high-quality member service is maintained. Hires, trains, coaches, appraises, and rewards assigned staff. Responds appropriately to employee complaints and issues. Cultivates strong working relationships and builds trust among team members.
• Assists higher level management with developing and implementing long term and short term business objectives. Interprets and implements management policies for area of responsibility.
• Assists higher level management with department budget development, monitoring, and maintenance.
• Assists higher level management with regulatory compliance to ensure that all work is completed in accordance with applicable laws and government regulations.
• Maintains knowledge and understanding of current trends, laws, and issues affecting area of expertise. Attends educational events that will increase professional knowledge and be otherwise beneficial to the Credit Union. Completes annual BSA/AML Compliance Training and understands employee's role in maintaining an effective BSA/AML compliance program, and completes FACT Act Red Flag training.

Minimum Education, Experience, and Skill Requirements

• BS/BA Degree Required. MBA. (A comparable combination of work experience and training may be substituted for education requirements.)
• Minimum 10 years of digital marketing experience and 5+ years focused on email marketing and automation programs management.
• Ability to effectively drive alignment between multiple cross-functional stakeholders (IT, Sales Operations, Marketing, Analytics).
• Strong analytical skills and ability to interpret data, identify trends, analyze program effectiveness and ROI.
• Strong data evaluation skills, with the ability to extract and interpret data from various sources to offer creative marketing solutions and business decisions.
• Strong understanding of workflow processes and systems within a marketing/sales cycle.
• Must possess a passion for learning industry-leading marketing technologies, tactics and best practices. Proven success leading adoption of new marketing strategies and tools globally.
• Strong problem solving, business analysis and quantitative skills; extreme attention to detail.
• Detail-oriented, organized, and excellent verbal and written communication skills. Ability to foster strong, professional relationships across all levels.
• Strong organization, prioritization, analytical, and problem solving skills in order to effectively manage area of responsibility and attain goals set. Able to resolve difficult problems and situations.
• Strong knowledge and understanding of Credit Union products, services, policies, and procedures pertinent to the job.
• Strong knowledge and understanding of regulatory compliance necessary to successfully perform job responsibilities.
• Strong knowledge and understanding of all Credit Union computer systems and software applications required to perform job duties.
• Strong verbal and written communication skills and interpersonal skills in order to interact professionally and effectively with members, staff, vendors, and government regulators. Able to communicate policies, practices, and procedures for clarity and understanding by direct reports and other stakeholders.

Physical Demands

• The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
• While performing the duties of this job, employee is regularly required to sit, stand, and walk; use hands and fingers to handle or feel; reach with hands and arms; talk and hear. Must be able to lift and carry up to 25 pounds. Vision requirements include close and classroom vision. Periodically required to travel by automobile. Overnight travel periodically required. Regularly required to work other than normal business hours.

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This job description is not intended to be all inclusive. Employee may perform other related duties as assigned to meet the on-going needs of the Credit Union.