Senior Marketing Automation Specialist

2 weeks ago

St Catharines, Canada Meridian Full time

Description

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Why Meridian?    

At Meridian our aspiration is to integrate our purpose into everything we do for people, the planet, and communities. We believe that our greatest opportunity is to create opportunity and meet people where they are.  

Factor us into your next career opportunity. We want you to grow with us and have an experience that’s different. This is a place where you can expect the unexpected.    

Find our story here: 

The role:

As a member of the Marketing Effectiveness team, the Senior Marketing Automation Specialist will play a critical role in the design, build, and optimization of targeted and relevant automated journeys for our Members and Prospects as part of our Meridian for Good (MFG) corporate strategy.

In an agile environment, this role will work closely with Marketing Strategists, Analytics, IT and Line of Business (LOB) partners to plan, map and develop 1:1, lifecycle, product and prospect journeys in Meridian’s new CRM/Marketing Automation platform, Dynamics 365 for Marketing. As an in-house expert, the Senior Marketing Automation Specialist will interpret Member data to identify triggers for automated touch points, personalization and optimization through measurement and A/B testing across lifecycle segments.

The Senior Marketing Automation Specialist will have the opportunity to make a significant impact on Meridian’s growth by being “Member-obsessed” and driving key Member behaviours across the Marketing funnel.

Is this role right for you? In this role, you will:

Development:

  • Manage and build personalized member journeys in Dynamics 365 for Marketing through communication workflows, program logic, and testing with cross-functional stakeholders.
  • Create timely and relevant communication flows aligning to Member/prospect interactions, needs and expectations across 1:1, Lifecycle, Product, and lead nurturing journeys.
  • Collaborate with Marketing Analytics and MarTech in the development of segments and assets for journey execution and support the transition into Dynamics 365.
  • Use test-and-learn scenarios for new communication flows and strategies to increase member engagement and retention.
  • Leverage data segmentation for targeted member communication strategy and gatekeep the number of touchpoints for members and prospects.

Data & Measurement:

  • Monitor and analyze key performance indicators to measure the success of member/prospect journey initiatives.
  • Review, assess, and evaluate all programs for impact and optimization.
  • Interpret member/prospect data to identify journey triggers across lifecycle segments to drive desired member behaviors.
  • Leverage segmentation approaches and brand personas to personalize journey communications.
  • Prepare and present regular reports on member journey performance to senior management and share insights and recommendations with stakeholders.

Strategy:

  • Collaborate with Marketing strategists to develop communication flows and execute personalized touchpoints.
  • Analyze member data to understand behavior and preferences and map out member journeys for approvals.
  • Identify pain points and opportunities for improvement and collaborate with Marketing strategists to develop and implement strategies that enhance the member experience.
  • Drive member loyalty and retention through ongoing iteration and optimization of existing journeys and advocate to create the best possible member or prospect experience.

 

We’d Love to Work with You If You Have the following skills and abilities:

  • 5+ years of experience within an analyst or journey development role; experience in Financial Services considered an asset.
  • An undergraduate degree (or higher) in Technology, Marketing, or Business, or equivalent work experience.
  • Experience in managing and developing journeys for automating marketing communications, including 1:1, Lifecycle, Product, and Lead nurturing.
  • Hands-on experience in developing and implementing customer lifecycle journeys. Experience in data analysis and the ability to use data to inform decision-making.
  • Expert knowledge of CRM platforms to manage customer data and interactions. Knowledge of Microsoft Dynamics 365 a bonus
  • Strong knowledge of Marketing Automation platforms such as Adobe, Salesforce Marketing Cloud, Acoustic etc. and the ability to use it to improve the customer experience.
  • Advanced user of Microsoft Power BI, Excel, PowerPoint, and other key Microsoft Office tools.
  • Expertise in driving customer journey mapping through creative visual flows and outlining logic with stakeholders.
  • Experience in project management and the ability to work in an agile environment, an asset.
  • Must have knowledge of communication compliance best practices (CASL, PII, CAN-SPAM, GDPR).
  • Strong analytical skills and the ability to use data to inform decision-making.

Office Location:    Toronto OR  St. Catharines Corporate Office

Meridian has a remote work policy that allows flexibility for employees to work remotely but also requires regular time in the office for purposeful meetings to collaborate, innovate and build effective relationships with your team, your colleagues and your leader which is very important to us.
  

What's in it for you?

  • We have an inclusive and collaborative working environment that encourages creativity, curiosity, and celebrates success
  • We provide you with the tools and technology needed to delight your candidates and clients
  • You'll get to work with and learn from diverse industry leaders, who have hailed from top organizations around the world
  • Hybrid work arrangements with in-person office time to collaborate, innovate and build relationships with your colleagues
  • This isn't your typical "corporate" job. We work hard and we have fun

 

Who we are:

Meridian is Ontario’s largest credit union, and second largest in Canada, helping to grow the lives of our more than 360,000 Members. Meridian has more than 75 years of banking history and is 100% owned by its members. With 89 retail branches and 15 Business Banking Centers across Ontario and $ 30B in assets under management, Meridian offers a full range of financial products and services to its retail, business banking and wealth members. With over 2000 employees and corporate offices located in Toronto and St. Catharines, Meridian has a track record of creating and delivering innovative new offerings and is committed to investing in the communities that we serve.  Our plan is to   build on our momentum as we deliver on our purpose - helping our members achieve their best life.  

Find our story here: 

 

 

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