Email Platforms Manager (Salesforce Marketing Cloud)

Highlight is seeking an experienced Salesforce Marketing Cloud expert to join its Digital Experience team. The Email Platforms Manager will lead the integration of Marketing Cloud with Salesforce CRM, manage targeted email campaigns, and collaborate with various teams to enhance the use of Marketing Cloud features.

Responsibilities:

• Serve as the product manager and subject matter expert on the Salesforce Marketing Cloud ecosystem (email studio, journey builder, mobile studio, SMS, cloud pages, ad studio, social studio, etc.)
• Play a lead role in the integration of Marketing Cloud with Salesforce CRM and other systems as part of a broader digital transformation program. Collaborates to support the ongoing management of those integrations
• Working with colleagues on other WFAA teams (e.g. IT, Data Solutions, Marketing), leads the implementation, roll-out, and on-going use of under-utilized Marketing Cloud features, such as mobile studio (SMS) and advertising studio
• Collaborate with the Data Solutions team to manage data integrations and data syncing between Marketing Cloud, our data warehouse, our CRM, and other systems
• Manage existing and develop new functionality, such as communication preference pages, leveraging Cloud Pages and related Marketing Cloud functionality
• Collaborate with web developers on the integration of Marketing Cloud data and/or triggers/automations with WFAA’s websites
• Collaborate with colleagues to design journeys and blueprints of workflows/processes for lead capture, nurturing, donor/alumni stewardship, and other activities through Marketing Cloud
• Collaborate in the planning, design, and development of targeted email campaigns for acquisition, retention, and ongoing communications for WFAA, its alumni chapters, and campus partners
• Develop and deploy advanced email campaigns including automations, triggered emails, one-off user-initiated emails, and A/B tests to improve campaign performance
• Build targeted audience segments based on email behavioral data, constituent attributes stored in data extensions, and other data sources
• Develop and consult on the development of advanced email features using Ampscript and other functionality in Marketing Cloud
• Maintain expertise in email deliverability, sender reputation, inbox placement, and similar areas. Lead the use of the Everest platform (or similar) to prioritize areas of focus and resolve deliverability issues
• Monitor, analyze, and report on key metrics/analytics to ensure email campaigns are effective
• Develop and distribute recurring/regular reports that convey effectiveness of email campaigns. Contribute expertise and insights to these reports - beyond simple quantitative metrics
• Maintain an expert-level understanding of email marketing, marketing automation, and related digital platforms
• Supervise email development by Digital Experience Specialists, leveraging expertise and experience, to ensure their work meets high levels of quality, deliverability, and accessibility
• Consult and advise Digital Experience Specialists on best practices and technical solutions to deliver the best possible experience via Marketing Cloud
• Review emails developed by the Digital Experience team as part of a scheduled “Digital Review” process for quality assurance
• Work with leadership to determine staffing needs, write/update job descriptions and allocate team members and assign/delegate duties accordingly
• Recruit, interview and select highly talented and qualified team members for open positions
• Orient, train, mentor, coach, and develop team members, encouraging an appropriate level of independence supporting professional growth
• Manage, establish, delegate, communicate, monitor, and reinforce team assignments, accountabilities, performance expectations and goals
• Effectively manage change initiatives affecting team member organization and responsibilities
• Provide ongoing feedback and recognition as well as periodic formal performance appraisals
• Manage and collaborate with team members on their work, providing guidance, problem solving, insight, etc., to support their success
• Communicate, support, and apply WFAA policies and procedures in collaboration with Human Resources and other management team members
• Review and approve expense reports reinforcing the WFAA travel and expense policies

Requirements:

• Bachelor's degree or equivalent professional work experience
• 4 + years of experience working in digital experience, marketing technology, marketing, or related field
• 2 + years of experience working with Salesforce Marketing Cloud products, including Email Studio, Mobile Studio, Automation Studio, Content Builder, and Journey Builder
• Salesforce certification in: Marketing Cloud Administrator and/or Marketing Cloud Consultant and/or Marketing Cloud Developer and/or Marketing Cloud Email Specialist
• Supervisory experience preferred
• Proven project management skills with the ability to prioritize, work with a sense of urgency, and meet deadlines. Experience analyzing and reporting on digital marketing data to measure effectiveness
• Advanced computer skills, including intermediate to advanced experience with HTML, CSS, Ampscript, and SQL
• Demonstrated experience with Salesforce Marketing Cloud and related technologies
• Demonstrated experience with Google Analytics and other digital analytics/measurement platforms