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Marketing Automation Specialist

United States ,
Description

About Us

Shorelight is reinventing the international education experience for students worldwide. Based in Boston, the company works directly with top-ranked, nonprofit American universities to build innovative programs and high-touch, technology-driven services that help talented students thrive and become global citizens.

Job Overview

Shorelight’s Marketing Team leverages a variety of standard technologies, such as email, SMS, CRM, and web forms to support marketing automation of the customer lifecycle. 
The Marketing Automation Specialist will support the evolution of the processes and systems used for customer engagement and related workflows of the team’s tech stack. As systems expert, the ideal candidate will support day-to-day operations by developing scalable processes and ensuring that best practices are maintained. Additionally, it is critical that this candidate understand and optimize the movement of data across these systems – namely Marketo, SalesForce and Tableau. The Marketing Automation Specialist will have excellent documentation skills and also be able to communicate and summarize with Engineering, IT, Analytics, and Sales Teams. While this role will sit on the Marketing Team, this role must work cross-functionally to serve as the Marketing representative for various technology and strategy initiatives.

Essential Functions

Day-to-day
  • Work in close partnership with Technology team for oversight and maintenance of marketing systems and enterprise technologies (Marketing Automation/Marketo, SMS, CRM/SalesForce) and integrations between these applications
  •  Provide governance and document processes for use of the Marketo platform. 
  • Develop streamlined campaigns and programs, according to campaign briefs or project plans, in a templated manner with efficiency and global scale in mind
  • Serve as primary point of contact for all technology alignment between Marketing team and other key stakeholders, such as Recruitment, Analytics, Admissions, Enrollment, Campus Operations, and Technology
  • Develop and maintain data security and compliance activities (esp. GDPR) that ensure Shorelight’s communications and data collection are done within the legal requirements with particular attention paid to international communication laws
  • Maintain a strong rapport and continuous collaboration between departmental technology users/teams
Trends + Best Practices
  • Proactively explore data to find trends and evaluate new technologies and add-on applications to improve and optimize marketing team and tool performance 
  • Consult on operational best-practices, providing recommendations on audience targeting and segmentation as well as A/B testing strategies.
  • Develop strategies for monitoring our lead pool, emphasizing ways to quickly identify trends and variations
  • Establish and maintain scalable processes and blueprints that ensure best practices in campaign delivery and lead management
  • Proactively work to identify opportunities to optimize performance, improve data visibility and usage, and create operational efficiencies through process or technology improvements
  • Meet regularly with Marketing, Sales, Analytics, and Technology stakeholders to understand technology and data goals and gaps
  • Oversee data security and integrity, and maintain compliance activities(GDPR) to ensure Shorelight’s communications and data collection adhere to legal requirements
Lead Management
  • Collaborate with the marketing and sales teams to refine the Marketo lead scoring process and tie leads to revenue
  • Work directly with Sales Operations to support Marketo and Salesforce API uptime, field creation, and system backlogs
  • Ensure all lead generation efforts are measured and tracked, with clear reporting on ROI
Reporting
  • Provide reports and dashboards utilizing Marketo and Tableau
  • Monitor campaigns to optimize performance based on industry best practices
  • Assist with the analyses of marketing data, including campaign results, conversion rates, and online traffic in order to improve future marketing strategies and campaigns.
  • Coordinate with Analytics to implement reliable reporting, tracking, and attribution across all markets

Minimum Qualifications

  • BA/BS in Marketing or 3-5 years equivalent working experience
  • Proficient in sales and marketing automation systems and integration of the same
  • Strong analytical skills(including mastery of Microsoft Excel and Tableau or equivalent) and experience with reporting and data analysis
  • Ability to manage multiple projects at the same time in a fast-paced environment
  • Excellent communications skills and ability to work collaboratively with business and technology stakeholders
  • Excellent documentation practices
  • Thorough troubleshooting abilities
  • Ability to summarize technical requirements for non-technical team members
  • Ability to travel and work in the United States without sponsorship

Preferred Qualifications 

  • Experience in international education sector
  • Experience in Marketo 
  • Experience in SalesForce 
  • Familiar with content management (CMS) platforms (Contentful)

Characteristics

  • Self-motivated
  • Excellent communicator
  • Comfortable with multiple project management styles
  • Flexible
  • Efficient
  • Passionate technologist

Systems & Technologies

  • Customer relationship management (CRM) platforms (Salesforce)
  • Marketing Automation (Marketo)
  • WhatsApp
  • Zoom
  • Zapier
  • Tableau
  • Google Marketing suite
Application Process

To apply for this position, please visit the Shorelight Careers page to submit an application with a resume and cover letter.
Background Check Required–Education, Criminal, Identity
Shorelight is an Equal Opportunity Employer.
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