Senior Marketing Automation Specialist

We are the leading provider of professional services to the middle market globally, our purpose is to instill confidence in a world of change, empowering our clients and people to realize their full potential. Our exceptional people are the key to our unrivaled, inclusive culture and talent experience and our ability to be compelling to our clients. You’ll find an environment that inspires and empowers you to thrive both personally and professionally. There’s no one like you and that’s why there’s nowhere like RSM.

The Marketing Automation Senior Associate is a senior Marketo specialist responsible for delivering effective email and engagement campaigns that support demand generation and brand marketing initiatives. This role is primarily responsible for designing, building and optimizing email and marketing automation campaigns with a keen attention to user experience. They follow best practices, champion testing and apply RSM brand governance in all programs, which may include newsletters, invitations, announcements, data collection(forms) and engagement programs in the US and Canada.

The Marketing Automation Senior Associate understands the RSM buyer journey and provides recommendations to improve engagement and customer experience based on RSM user data and overall lB2B industry trends, including content design and marketing best practice.

They may provide recommendations for process improvement or Marketo feature enhancements to the Digital Marketing Team Leader and / or the RSM Marketo Product Owner as part of a collaborative approach to continuous improvement, as a champion of Marketo and the RSM digital experience roadmap.

Essential Duties (Required duties employees must accomplish, and performance is measured) MUST Include % of time, should equal 100% in total.

Marketing Automation Platform administration responsibilities - 30%

Support Marketing Automation Lead in their responsibilities as an expert in the aligned platform, channel or discipline

Serve as a subject matter expert in marketing automation in relation to technical questions and best practices

Understands how platform / channel fits within the RSM digital ecosystem and marketing strategy. Provide guidance for technical execution of RSM marketing activities, and recommend modifications to marketing plans / campaigns to improve execution, deliverability and scalability of marketing activities

Help provide training and support to digital marketing team members in focus area

Marketing Automation development - 25%

Create and update templatized marketing programs for scalable program and asset production

Creates and manages global marketing automation assets and report to be utilized across MAP

Provide documentation on how templates and programs could and should be used

Works extensively with advanced Marketo features and functionality including lead lifecycle, revenue modeler, Advanced BI and Analytics, Dynamic Chat and integrated webcasts

Champions A / B testing to identify best practices for RSM audience

understand and advance integration, primarily with CRM (Microsoft Dynamics 365 Sales)

Support for digital team members and marketers - 20%

Identifies opportunities for optimization, innovation and efficiency improvements (working with the marketing platform optimization and marketing technical leads)

Provides quality assurance review for specialists in the focus area

Troubleshoots marketing automation platform in collaboration with marketing technology lead

Provides consultative advice to digital marketing teams regarding email marketing best practices

General - 15%

Understand marketing campaign strategy for assigned tactics

Complete assigned tactics in a timely manner, communicating with broader team members

Uphold RSM brand standards and marketing best practices

Monitor performance, make adjustments as necessary in order to achieve success metrics

Provide critical thinking about the approach to campaign and tactical execution

Manage multiple projects and deadlines

Understand the broad marketing / business objectives of the aligned national marketing teams and make recommendations to programming in order to better achieve those goals

Professional Development - 5%

Maintains and builds upon platform / channel knowledge through continual professional development (both formal and informal) including awareness of measurement

Achieve Adobe Certified Professionals accreditation within 6 months of hire, Expert within 18 months of hire

Be proficient in the technologies and products integrated with the marketing automation platform

Other duties as assigned - 5%

EDUCATION / CERTIFICATIONS

(MUST NOTE REQUIRED OR PREFERRED)

Bachelor’s degree in marketing, communications, digital marketing or computer science (preferred), or 4 years equivalent business experience

Certified Marketo professional (or ability to achieve within 6 months), preferred

Certified Marketo Expert (or ability to achieve within 18 months), preferred

TECHNICAL / SOFT SKILLS

(MUST NOTE REQUIRED OR PREFERRED)

• Expert understanding of Marketo suite of tools;

required

required

Experience with sales and marketing channel integration

Awareness of data sources across marketing tech stack (Adobe Experience Manager, Adobe Analytics, Marketo, Microsoft Dynamics 365 CRM, Dynamic Chat, Qualtrics, etc.)

Experience with Workfront project management tool a plus

Awareness of global data and consumer privacy regulations and best practices, preferred

Strong command of American English, with excellent written and verbal communication skills to effectively engage with stakeholders in the US and Canada.

EXPERIENCE

(MUST NOTE REQUIRED OR PREFERRED)

4+ years of experience in email marketing and marketing automation experience, preferably within a large, global organization or professional services environment

2+ years of experience as administration of marketing automation, Adobe Marketo Engaged, preferred

LEADERSHIP SKILLS

(MUST NOTE REQUIRED OR PREFERRED)

Comfortable working asynchronously across a global team, with the ability to project manage multiple initiatives simultaneously

Ability to influence peers and internal clients to achieve objectives

Sense of responsibility for campaign objectives and tactic performance across a collaborative work environment with many stakeholders