Job Title:  Salesforce Marketing Automation Specialist Senior

Vision Research is a leading manufacturer of high-speed digital imaging systems that are indispensable across a wide variety of applications. The company designs and manufactures the most comprehensive range of digital high-speed cameras available today, all of which deliver unsurpassed light sensitivity, image resolution, acquisition speed, and image quality. http://phantomhighspeed.com

Position Summary

The Salesforce Marketing Automation Specialist is responsible for designing and executing personalized 1:1 marketing campaigns using Salesforce and Pardot. This role focuses on creating omnichannel campaigns, enhancing marketing automation strategies, and collaborating with cross-functional teams, including Sales. The specialist ensures seamless campaign execution, continuous process improvements, and the development of dashboards for performance reporting. This role demands technical expertise, project management skills, and a strong understanding of B2B marketing, including lead management, customer segmentation, and campaign optimization within Salesforce.

Primary Responsibilities

Omnichannel Program Development

• Lead the development of dynamic, personalized content using Salesforce Pardot for Vision Research and Forza, leveraging targeting and segmentation capabilities to create data-driven campaigns.
• Ensure the delivery of personalized 1:1 marketing campaigns across email, and other digital channels, reaching the right audience at the right time.
• Create Pardot forms to capture lead data.
• Create email blast lists and campaigns.
• Manage Salesforce email modules, including template creation, content configuration, personalization, sender profile setup, and test validations.

Lead Management in Salesforce

• Oversee the lead management process, including lead scoring, nurturing, and segmentation, to optimize engagement and conversion.
• Ensure Salesforce and Pardot are set up to track and manage leads effectively while collaborating with Sales teams to ensure seamless lead hand-offs.
• Regularly review and update lead assignment rules and workflow automation to improve lead distribution and sales follow-ups.

Campaign Quality Assurance & Execution

• Manage the full lifecycle of email marketing campaigns, including building, testing, execution, and ensuring on-time, error-free deployment.
• Conduct thorough QA testing, adhering to standardized quality control processes, and refining campaigns for accuracy, completeness, and alignment with business objectives.

Email Deliverability & Optimization

• Monitor email deliverability to maintain a positive IP reputation and ensure proper inbox placement.
• Identify and resolve deliverability issues, implementing strategies to enhance campaign reach and performance.
• Continuously optimize campaigns through performance analytics and real-time feedback.

Process Improvement & Innovation

• Participate in agile delivery activities, emphasizing continuous improvement and iterative campaign delivery.
• Stay informed about industry trends and new technologies, recommending innovative solutions to enhance marketing efforts.
• Provide strategic insights and recommendations to enhance campaign effectiveness based on data analysis and industry best practices.

Digital Event Management

• Set up new webinars in GoToWebinar.
• Continuously update the Pardot LP “CED Seminars” with online and face-to-face events.

Reporting, Dashboards & KPIs

• Develop comprehensive performance dashboards to track and visualize key metrics, KPIs, and overall campaign success.
• Create reports and collaborate with Marketing Analytics teams to assess campaign impact and identify optimization opportunities.
• Coordinate Power BI connections for KPI reporting and support the Team Lead Marketing Analyst in data-driven decision-making.

Required Skills & Experience

• Minimum of 6 years of industry experience with CRM and marketing automation systems.
• Strategic thinking and ability to execute effectively in complex environments with old legacy systems.
• Fluent in English (speaking and writing).
• Salesforce Certifications:
  • Salesforce Administrator (mandatory).
  • Marketing Cloud Account Engagement Specialist (mandatory).
  • Marketing Cloud Consultant (mandatory).
  • Sales Cloud Consultant (mandatory).
• Proficiency in HTML and CSS.
• Experience with Salesforce Flows.
• Expertise in mapping and implementing end-to-end marketing campaigns.
• Knowledge of email creation, planning, and testing.
• Ability to work and communicate effectively within an international, culturally diverse team.

Personal Attributes

• Enthusiasm for creating impactful digital solutions and proactively seeking innovative approaches to problem-solving.
• Highly organized, self-motivated, and capable of managing multiple projects in a fast-paced environment.
• Collaborative mindset, with a willingness to mentor team members and embrace continuous learning opportunities.