Marketing Automation Lead

NAIT is looking for an experienced marketing automation expert that will play an integral role in our institutions digital transformation. In this role, you will be part of an exciting and monumental project as NAIT adopts a new enterprise-level customer relationship management (CRM) system called Salesforce.

As a member of the Department of Marketing and Communications (M&C), the Marketing Automation Lead directs the operational and administrative functions for NAIT’s new CRM marketing automation system, Salesforce Marketing Cloud, with support and guidance from the Marketing Team Lead and Director of Marketing and Brand. This position plays a critical role in connecting the power of the Salesforce Marketing Cloud platform from a technical and functional perspective to NAIT’s business goals with a marketers mindset. They conceive and implement strategic campaigns and initiatives which further the objectives of the NAIT’s marketing, recruitment, retention and revenue generation strategies. The Marketing Automation Lead is a centralized resource working with M&C, NAIT’s Director of CRM, Salesforce Centre of Excellence (CoE), and departments utilizing the CRM to ensure overall marketing and communications are consistent, effective, timely and coordinated.

Working with and mentoring an internal network of marketing automation specialists, the Marketing Automation Lead will ensure that marketing and lead capture strategies are implemented and CRM data is precisely analyzed to inform future campaigns. The Marketing Automation Lead has in-depth understanding of concepts such as digital automations, database management, data analytics, customer journey, content marketing, and brand standards.

**Key Responsibilities**:

- The Marketing Automation Lead will be an impactful role by:

- Coordinating Salesforce Marketing Cloud system implementation through collaboration and consultation with the CoE, NAIT’s centralized marketing team, stakeholders in other departments and external vendors
- Ensuring Marketing Cloud projects align with the overall marketing and business objectives.
- Liaising between technical teams (e.g. Salesforce developers), system users and business owners to translate business objectives into Marketing Cloud solutions
- Auditing and analyzing communications and marketing messages to NAIT’s audiences to identify and implement improvements
- Maintaining and establishing new relationships with other departments by liaising with managers and staff to understand their marketing and communication needs as they relate to the CRM initiatives and develop appropriate plans/strategy for implementation.
- Creating and documenting marketing automation best practices and working with all marketing automation users to ensure they are followed.
- Provide training, support and guidance to system users across the institution, ensuring best practices and brand guidelines are followed
- Assist with message creation and deployments as required.
- Working with CRM users to manage data integrity, monitoring data imports, system changes and error resolution. Ensure messages are delivered on schedule and targeting the right audience.
- Monitoring and reporting on marketing automation key performance indicators.
- Conducting A/B tests and experiments to further understand our target audiences, inform marketing strategies, and advise on business operations.
- Ensuring testing of enhancements and additional features to the marketing automation, requirements development, ongoing governance, and project prioritization.
- Acting as the main point of contact for external Marketing Cloud consultants or vendors

Develop creative marketing and communications strategies by:

- Working closely with the marketing team and business units to develop lead journeys coordinated with current marketing campaigns. Use a data-driven approach to understand where prospects come from or where audiences are in the funnel to ensure NAIT is serving customers with the right coordinated message at the right time.
- Compiling and analyzing marketing automation analytics and present findings to management, recruitment teams and other key stakeholders.
- Creating lead models and use segmentation and lead scoring to determine the most relevant messages at the time of communication.
- Working with M&C staff on creating content that supports a broad range marketing and communications strategies.
- Working with M&C and stakeholders to determine which channels are most appropriate to engage with potential customers
- Designing training materials as well as implementing, facilitating and scheduling training for end users.

**Skills & Abilities**:

- Proven ability to understand marketing lifecycles, establish customer relationship at scale, and drive acquisition/engagement KPIs
- Analytical and reporting mindset with experience creating and executing on plans based on internal data and consumer behaviour research
- Strong foundational understand