Marketing Operations Manager (Adobe Marketo)

Independent Health
Published
May 12, 2022
Location
Remote - IHA / IHC / IHF / PBD / Nova, United States of America
Category
Default  
Job Type

Description

*New hires must be fully vaccinated against the COVID-19 virus by the date of hire, unless granted an accommodation for a qualified medical or religious vaccine exemption.

FIND YOUR FUTURE

We're excited about the potential people bring to our organization. You can grow your career here while enjoying first-class perks, benefits and commitment to diversity and inclusion.

 

 

Overview

The Manager-Engagement Operations-Adobe Marketo is responsible for the management, execution, and optimization of member communications on our omnichannel marketing automation platform, Adobe Marketo. This position is hands-on and leads a team of digital producers that will be responsible for managing the administration and expanded use of Marketo and designing and implementing system changes, process improvement and engagement performance improvement. This includes creating and documenting best practices, processes, and guidelines for the digital producers to work within Marketo. This role is responsible for successful configuration, implementation, and maintenance of all omnichannel communication programs (automated and ad hoc) within Adobe Marketo. They work closely with the other managers on the Engagement Operations team for input on analytics, learnings, content strategy and copywriting guidelines. Additionally, this position is required to build relationships and work closely with Digital Experience, Marketing, Product, IT, vendors, and other stakeholders in the organization.

 

Qualifications

  • Bachelor’s degree required. Master’s degree preferred. An additional four (4) years of experience will be considered in lieu of degree.
  • Five (5) years of marketing technical operations, customer experience technology, digital operations, digital product management or development are required. Prior experience in the health care industry is preferred.
  • Two (2) years of experience with marketing automation systems (e.g., Adobe Marketo, Salesforce Marketing Cloud) required.
  • Basic experience with HTML, CSS, jQuery, and JavaScript required.
  • Two (2) years progressive leadership experience required.
  • Marketo certification preferred with experience setting up complex campaigns consisting of automated workflows (or triggers) and working knowledge of API Integration.
  • Experience working with content management platforms (e.g., AEM) and analytics platforms preferred.
  • Experience with Adobe Creative Cloud programs and/or Photoshop and working knowledge of image web optimization preferred.
  • Experience with email template development, module development, maintenance and deployment preferred.
  • Strong interpersonal, written, and verbal communication skills and analytical and creative problem-solving skills.
  • Ability to work effectively with a wide range of associates across multiple business areas, build strong relationships, and lead teams.
  • Experience developing solutions to drive user engagement, enhance the customer experience, and/or drive customer acquisition leveraging omnichannel communication strategies like email, mobile push notifications, direct mail, SMS, social media and more.
  • Well-versed in performance marketing, conversion, and online customer acquisition.
  • Engagement operations experience as it relates to email nurturing, funnel optimization, and database management.
  • In-depth understanding of email deliverability requirements and processes, along with data privacy regulations across North America, EMEA, and APAC.
  • Experience with CRM integration, Microsoft Dynamics preferred.
  • Ability in incident management and escalation.
  • Ability to multi-task and prioritize responsibilities.
  • Proven examples of displaying the IH values: Passion, Caring, Trustworthy, Collaborative, Respectful and Accountable.

 

Essential Accountabilities

  • Assist with development of overall engagement operations strategy, policies, budget, and roadmap.
  • Develop, create, and manage engaging content that aligns with our brand strategy, and addresses the needs and interests of our multiple stakeholders.
  • Design, optimize and measure engagement tactics for all orchestrated channels and customer outreach.
  • Provide digital production oversight including email/SMS marketing and campaign automation mapping, and landing page design/development, tracking and evaluation.
  • Act as an internal consultant to Customer Experience team, marketing, and other stakeholders by provide best practices for website management and conversion rate optimization.
  • Act as a platform owner for Marketo to include creating and executing the strategy for automated marketing and client programs using data driven strategic approach to design multi-step, dynamic engagement.
  • Maintain standards, strategies, and best practices. Additionally, influence multichannel engagement automation practices by providing business acumen, data insights, and technical knowledge to data driven online and offline marketing.
  • Identify analytics needs for omnichannel engagement to be more effective.
  • In conjunction with others on the Engagement Operations team, review and use data to create testing hypotheses and make informed decisions.
  • Ensure all producers are consistent with brand standards and aligned with industry best practices within our regulatory guidelines.
  • Lead team of Digital Producers responsible for day-to-day management of landing page design and development, e-mail/SMS marketing, and campaign.
  • Provide training and education around existing and new functionality and skill sets to support the professional growth of associates and creation of efficient and effective business processes.
  • Engage proactively to stay on top of industry trends, platform trends and best practices.
  • Keep up to date with email industry trends and legislation (including technological enhancements, ISP developments, SEO and SEM best practices, email legislation, and data privacy regulations) and implement solutions to enhance email program.
  • Continuously optimize strategies to increase performance including A/B and multivariate testing of subject lines, message content, images, offers, landing pages, mailing frequency, segments, send time and more.
  • Ongoing optimization, including structure and targeting improvements (geo, demographic, audiences, keyword, and URL), search query mining, keyword expansion, and negative keywords.
  • Review analysis of campaigns such as open rates, click throughs, conversions and provide suggestions to increase metrics.
  • Monitor and maintain a high standard of deliverability and sender reputation across our email platforms and properties.
  • Work with marketing, CRM administrators, and other stakeholders to ensure data is clean, campaigns are executed on time, and engagement metrics are reported accurately.
  • Enact processes, governance, operational and communications structures to deliver with consistency, quality, compliance, speed, and consistent setups and execution.
  • Manage target lists and segmentation across products and business units.
  • Responsible for working with Legal, Compliance, and Internal Risk Operations compliance to understand the existing and new data privacy and email regulations.
  • Work nights and weekends as needed.

 

 

As an Equal Opportunity / Affirmative Action Employer, Independent Health and its affiliates will not discriminate in its employment practices due to an applicant’s race, color, creed, religion, sex (including pregnancy, childbirth or related medical conditions), sexual orientation, gender identity or expression, transgender status, age, national origin, marital status, citizenship, physical and mental disability, criminal record, genetic information, predisposition or carrier status, status with respect to receiving public assistance, domestic violence victim status, a disabled, special, recently separated, active duty wartime, campaign badge, Armed Forces service medal veteran, or any other characteristics protected under applicable law. Click here for additional EEO/AAP or Reasonable Accommodation information.

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