Digital Marketing Specialist, E-mail Marketing

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GENERAL SUMMARY:
With a strong understanding of e-mail marketing and marketing automation technology, this position is accountable for e-mail marketing development and tactical implementation. This position will increase results by creating compelling consumer engagement using marketing technology in support of System growth and engagement goals. ealtHealThe resource will serve as a key resource for our client's e-mail marketing programs and will be responsible for furthering the quality and success of marketing efforts through the application of standards and other best practices. ealtHealIn addition, this resource will possess advanced technical knowledge of marketing CRM and email platforms and will be able to lead vendor and internal business/IT resources in discussions on selecting and implementing new tools and technologies when required. Operating within the Marketing Department under the direction of the Manager, Marketing Technology and Director, Digital Engagement, this position will work directly with the marketing team, vendor partners and other key stakeholders across the organization to solve problems and create value through long-term strategies and short-term action plans.

Principal Duties and Responsibilities:

• Serve as one of the subject matter experts and key point of contact for marketing CRM technology, which includes, but is not limited to, marketing automation, database querying and email design/platforms.
• Work with the HFHS brand and marketing service line leads to understand clients' business objectives and develop targeted lists using the CRM database and utilize marketing automation tools to execute and support direct mail and email trigger and nurture campaigns that drive new customer acquisition and retention.
• Directly supervise e-mail marketing projects, guiding the strategy, prioritization and tactical elements of long-term and day-to-day tasks. Supervise resources from external vendor and marketing agencies who assist with the development and implementation of CRM projects. This may include UTM tagging for campaign marketing tactics, generating reports and campaign setup.
• Utilize a standard process for the development of campaigns and proactively identify opportunities to help streamline processes to drive efficiency, effectiveness and ensure consistency of execution, brand and voice across multiple channels.
• Contribute to building a knowledge base that drives future improvements. Establish, communicate and execute optimization plans.
• Define targeted list segments to support email campaigns that maximize campaign results, support testing objectives, and leverage opportunities for more personalized messages and/or customized offers.
• Contribute to and maintain customer segmentation strategy based on CRM tools available.
• Maintain our marketable email address list in CRM database to improve deliverability and ensure a clean list of contacts in our CRM email tool.
• Support the design and layout of e-mails using HTML editors and drag and other e-mail building interfaces
• Collaborate with content owners/subject matter experts to develop compelling copy within e-mails
• Define key performance indicators and implement enterprise level measurement, analytics, benchmarking and reporting methods to gauge success of e-mail marketing campaigns.
• Mentor and provide training to employees throughout the organization on best practices for creating, and managing automated marketing campaigns.
• Provide strategic oversight and support of HFHS digital marketing efforts.
• Perform additional duties as needed.

Skills:

• Knowledge, Skills and Abilities Required
• Strong understanding of marketing CRM platforms and automation tools especially with email design and journey building such as Salesforce Marketing Cloud, Hubspot, Eloqua, Mailchimp, or related platforms.
• Skilled in creating and utilizing marketing automation for email campaigns to support the advancement of service lines, sales and retention efforts
• Basic Knowledge of Structured Query Language (SQL) preferred
• Above average organizational and time management skills, with a keen attention to detail and ability to confidently handle multiple projects simultaneously and under deadlines
• Requires the interpersonal skills to be able to interface with internal clients and cross functional teams to define objectives and offer and implement solutions.
• Possess an advanced technical and marketing acumen with the ability to communicate technical requirements to business partners
• Skilled with technical aspects of digital development, including UTM tagging, and HTML design and layout
• Be a highly motivated self-starter. Candidate must be comfortable working independently to achieve a successful result with minimal guidance
• Have strong verbal and written communication skills, with the ability to make complicated ideas understandable to a broad audience
• Requires a high level of analytical ability to gather and interpret data and/or requirements to determine the applicability to develop, purchase and/or integrate application or technology
• Knowledge of CAN-SPAM laws and HIPAA compliance

WORKING CONDITIONS:

• Remote work and occasional normal office environment with minimal exposure to noise, dust, or extreme temperatures.

Education:
Experience Required

• 3-7 years' experience with marketing CRM technology and email platforms such as Salesforce Health and Marketing Clouds or similar which may include Marketo, Hubspot, Eloqua, or Mailchimp among others
• Demonstrated experience using Google Analytics data to develop digital strategies
• Experience interacting and making recommendations to senior leadership
• Project Management experience
• Proficient in Microsoft Office and Google Suite

Preferred

• Master's degree in Business, IT, or Marketing
• Advanced knowledge in the utilization of email and marketing cloud platforms
• Hold certifications in a CRM platform
• Must possess the following personal qualities:
• Be self-directed
• Be flexible and committed to the team concept
• Demonstrate teamwork, initiative and willingness to learn
• Be open to new learning experiences
• Accepts and respects diversity without judgment
• Demonstrates customer service values

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