Marketing Automation Lead

About ETS:

ETS is a global education and talent solutions organization enabling lifelong learners worldwide to be future ready. For more than 75 years, we've been advancing the science of measurement to build benchmarks for fair and valid skill assessment across cultures and borders. Our worldwide impact extends through our renowned assessments including TOEFL®, TOEIC®, GRE® and Praxis® tests, serving millions of learners in more than 200 countries and territories. Through strategic acquisitions, we've expanded our global capabilities: PSI strengthens our workforce assessment solutions, while Edusoft, Kira Talent, Pipplet, Vericant, and Wheebox enhance our educational technology and assessment platforms across critical markets worldwide.

Through ETS Research Institute and ETS Solutions, we're partnering with educational institutions, governments, and organizations globally to promote skill proficiency, empower upward mobility, and unlock opportunities for everyone, everywhere. With offices and partners across Asia, Europe, the Middle East, Africa, and the Americas, we deliver nearly 50 million tests annually. Join us in our journey of measuring progress to power human progress worldwide.

Job Description:

The Marketing Automation Expert is responsible for owning and optimizing ETS’s marketing automation ecosystem, ensuring that campaigns, workflows, and customer journeys are executed with accuracy, scalability, and compliance. Reporting to the Sr. Manager, Growth Marketing, this role functions as the organization’s HubSpot authority, overseeing platform administration, Salesforce integration, and data governance while enabling seamless collaboration across business units. Working closely with business unit marketing teams, this position helps scope needs, translate them into effective automation strategies, and support the successful delivery of campaigns across both B2C and B2B audiences. The Marketing Automation Expert acts as a strategic partner to ensure marketing initiatives are executed efficiently, consistently, and in alignment with business goals. This position requires a technically adept, detail-oriented professional who combines hands-on execution with strategic oversight. The ideal candidate will design and optimize automated workflows, champion data integrity, and enforce governance standards that ensure operational excellence. Success in this role means driving measurable engagement, conversion, and pipeline impact through sophisticated automation strategies.

Responsibilities:

• Administer and configure HubSpot Marketing Hub: manage workflows, lifecycle automations, lead scoring models, segmentation, and Salesforce integrations.
• Design, build, and optimize automated campaigns, nurture streams, and customer journeys to drive engagement, conversion, and retention.
• Implement and manage a QA framework to ensure flawless campaign delivery and platform reliability.
• Establish and enforce governance standards: naming conventions, documentation, preference centers, and subscription type management.
• Uphold compliance with GDPR, CAN-SPAM, and global privacy frameworks, ensuring all automations meet best-in-class standards.
• Monitor and maintain database health, including segmentation audits, contact hygiene, and data sync logic.
• Partner with business unit marketing teams (B2C and B2B) to scope requirements, align automation strategies with campaign objectives, and ensure the successful execution of marketing initiatives.
• Collaborate with stakeholders across Demand Gen, ABM, RevOps, Analytics, and other business units to translate requirements into scalable automation solutions.
• Act as primary liaison with HubSpot and IT/vendor partners, troubleshooting technical issues and implementing new features.
• Develop dashboards and reporting to provide visibility into automation performance, funnel health, and ROI.
• Create and maintain SOPs, enablement guides, and technical documentation to support adoption, governance, and scalability.

Skills:

• HubSpot expertise required; experience with Salesforce Marketing Cloud, Marketo, or comparable platforms preferred.
• Strong understanding of marketing automation design, campaign execution, lead lifecycle management, segmentation, and governance practices.
• Hands-on experience with Salesforce integrations, cross-platform data mapping, and database management.
• Analytical thinker with the ability to translate performance insights into actionable strategies that drive measurable outcomes.
• Exceptional attention to detail, with proven strength in QA, troubleshooting, and compliance adherence.
• Process- and governance-oriented mindset, with demonstrated ability to establish and enforce standards.
• Excellent communication and collaboration skills, with the ability to partner with both business unit marketing teams (B2C and B2B) and cross-functional stakeholders to align automation strategies with business goals.

Required Experience:

Education

• Bachelor’s degree or equivalent combination of education, training, and experience.

Experience:

• Minimum 5 years of hands-on email marketing automation experience, preferably with HubSpot
• Detailed knowledge of email regulations, best practices, and compliance internationally in various regulatory regimes (e.g., GDPR or CASL).
• Strong email copy background
• Functional knowledge of audience segmentation
• Proficiency in Google Analytics, HTML, CSS, and/or JavaScript – specifically building emails and landing pages that are responsive. Ability to code in HTML
• Strong analytical skills and ability to translate analysis into actionable recommendations to help achieve revenue goals and improve customer experience
• Knowledge of SEO/SEM
• Ability to work in a matrix and fast-paced environment