Vertex (Pennsylvania)

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Marketing Automation Manager

Full Time • Remote, Remote, United States of America

112,334 - 142,240 (Yearly) Added 1 month, 1 week ago

Summary

LOCATION

Remote with occasional business travel required.

QUALIFICATIONS

Bachelor's degree required, 6+ years of professional experience, with 3+ years in demand generation/marketing operations, Pardot experience required, Certified Pardot Specialist preferred. Knowledge of HTML/CSS is beneficial.

RESPONSIBILITIES

Manage marketing automation tools and processes, analyze lead generation flows, collaborate with various teams, develop campaign strategies, implement best practices, ensure quality assurance on campaigns, troubleshoot issues, and lead training initiatives.

INDUSTRY

Marketing Automation & Technology

SHORT DESCRIPTION

Responsible for managing and optimizing marketing automation platforms, particularly Pardot, to enhance customer engagement and drive lead generation efforts across a global marketing team.

Job Description:

This position will be responsible for managing the end-to-end system usage, execution, and adoption of Pardot and other marketing automation tools. This role will work cross-functionally with marketing teams, IT, Sales, Sales Operations, and vendors around business analysis and discovery, workflow and process design, requirements definition, project management and coordination, instance configuration tasks, data migration, testing, training & new feature launches.

ESSENTIAL JOB FUNCTIONS AND RESPONSIBILITIES:

Drives strategy and optimizations in our Marketing Automation platforms (i.e. Pardot, Conversica) and the integrations to fully utilize its capability and align to our ongoing digital marketing strategy.

Develops and drives the roadmap and programs needed to drive a best-in-class marketing automation platform that enables and supports customer engagement along the digital buying journey for a global marketing team.

Manages marketing automation strategies and processes, proactively researches and implements the latest best practices and industry standards.

Develops strategic approach to scalable processes that ensure best practices in campaign tracking and lead flow/score management.

Analyzes the flow of lead generation to the CRM and collaborates within Marketing Operations and Sales Operations to ensure leads are routed correctly and attributed to the correct campaigns.

Works with management to define KPIs, create reporting, analyze campaign performance.

Evaluates the campaign infrastructure and provides recommendations to continuously improve hierarchy and enable better reporting and ROI.

Ensures standard QA functions and code reviews for campaigns, automation workflows, email assets, and other customer-facing assets are complete

Troubleshoot issues and assists the team however necessary to reach lead generation goals.

Acts as a lead management champion to optimize our lead strategy and execution in partnership with our Marketing, Sales Operations, and Sales teams.

Provides expert level knowledge and strategy inputs on the marketing automation platform (Pardot) to ensure the marketing automation platform is optimized to generate, score, route, attribute, and report on new qualified lead records.

Shares best practices around segmentation, AB testing, targeting, and personalization of emails communications to the marketing managers

Oversees the teams current use of Pardot and Salesforce and identifies and help implement improvement opportunities.

Acts as marketing automation SME and provides support and training to internal colleagues as needed.

Oversees the implementation of landing pages to ensure the necessary technical requirements are met including tagging, form posting, integration with other 3rd party applications like ON24, etc.

Establishes a strategy for a template/code library of reusable content for personalization, a/b testing, snippets, and ensures usage and adoption across the function

Creates strategy for custom email preference centers and unsubscribe pages with a general understanding of GDPR and CCPA compliance standards

Enables the marketing team to build multi-step communication journeys that include integrated email and SDR outreach

Oversees the building and debugging of HTML/CSS for both forms, responsive landing pages and email templates that render correctly across mobile and all major email clients and browsers

Analyzes and interprets business requirements and translate it into actionable changes for optimization and utilization of the platform

Identifies and manages process improvements including documentation updates, end user training, management of an annual action plan/roadmap

Stays aware of all new product releases coming, how it may impact our implementation and provides recommendation on when and how we want to adopt new feature/functionalities

Manages and works closely with the external vendors and internal team to drive a holistic customer experience.

Participates in projects and performs other duties as assigned.

Occasional business travel may be required.

SUPERVISORY RESPONSIBILITIES:

KNOWLEDGE, SKILLS AND ABILITIES:

Deep understanding of marketing automation platforms (Pardot required), and ability to navigate Salesforce to build and pull reports on specific campaigns to measure ROI.

Strong understanding of the campaign object in Salesforce, and best practices around hierarchies to enable roll up reporting on annual programs and activities.

Advanced user knowledge of marketing automation best practices, including campaign organization, design, execution, measurement.

Strong understanding of funnel metrics and levers to move the needle on generating qualified leads and accelerating opportunity and pipeline velocity.

Strong background in, and the ability to support the execution of email marketing programs, including segmentation, testing, deployment and continuous evaluation for improvement. Experience with the technical aspects of email marketing preferred.

Strong project management and communications skills to effectively manage multiple projects with tight deadlines, and drive alignment and execution across a global team.

Able to work remotely and perform under pressure, prioritize and deliver results in a demanding and fast-paced environment that requires fresh thinking and innovation.

Solid understanding of content marketing, drip marketing, email marketing strategies, and tactical best practices.

Good understanding of how Salesforce works in conjunction with Pardot and background dealing with the campaign object and hierarchies.

High aptitude to learn and adopt new applications to improve efficiency and generate results.

EDUCATION AND TRAINING:

Bachelor's Degree required

Six (6) plus years of professional experience, of which three (3) plus years in demand generation/marketing operations.

Pardot experience required. Current Certified Pardot Specialist preferred.

Demonstrated experience with B2B Marketing technologies, strategic planning and implementation of those technologies and overall adoption and process optimization.

Experience with HTML, CSS to set-up automated campaigns and debug pages, forms and email content within Pardot when necessary.

Or equivalent combination of education and/or experience.

Other Qualifications
The Winning Way behaviors that all Vertex employees need in order to meet the expectations of each other, our customers, and our partners.

Communicate with Clarity - Be clear, concise and actionable. Be relentlessly constructive. Seek and provide meaningful feedback.
Act with Urgency - Adopt an agile mentality - frequent iterations, improved speed, resilience. 80/20 rule – better is the enemy of done. Don’t spend hours when minutes are enough.
Work with Purpose - Exhibit a “We Can” mindset. Results outweigh effort. Everyone understands how their role contributes. Set aside personal objectives for team results.
Drive to Decision - Cut the swirl with defined deadlines and decision points. Be clear on individual accountability and decision authority. Guided by a commitment to and accountability for customer outcomes.
Own the Outcome - Defined milestones, commitments and intended results. Assess your work in context, if you’re unsure, ask. Demonstrate unwavering support for decisions.

COMMENTS:

The above statements are intended to describe the general nature and level of work being performed by individuals in this position. Other functions may be assigned, and management retains the right to add or change the duties at any time.

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