Marketing Automation Specialist (Paid Media)

Description

About the Role:

As a Marketing Automation Specialist, you will partner with clients to ensure success in their marketing automation initiatives. You will design and execute Marketo programs, connect MarTech signals into Ad Platforms to create conversions within the Ad Platforms, optimize paid media processes, create technical documentation and continuously QA the Ad Platform conversions to ensure accurate set up, and provide valuable insights to improve lead management and reporting. Your work will help clients develop seamless marketing workflows, resolve data integrity challenges, and drive lead lifecycle success. This role requires a balance of technical expertise and business acumen to deliver scalable and effective marketing solutions.

Key Responsibilities

Discovery and System Assessment:

• Conduct a comprehensive assessment of current systems and processes.
• Identify pain points and opportunities related to paid media programs, touchpoints, and intake areas.
• Create integrations between MarTech (Marketo, Salesforce, BigQuery) signals to Ad Platforms (Google Ads, LinkedIn, Meta, Reddit, etc.) to create conversion via Zapier and Workato KPIs for metrics such as leads and MQLs
• Set up and maintain direct digital integration of forms from Ad Platforms into Marketo (ex: LinkedIn Lead Gen Forms)
• Document current workflows for Marketo program execution, lead flow, and reporting.

Lead Flow Optimization

• Perform an in-depth analysis of Marketo programs and processes, including Salesforce (SFDC) connectivity for lead flow.
• Create actionable recommendations for optimizing paid media lead flow, including UTM tracking, and cookie attribution settingDefine clear requirements for tracking, requests, and campaign management.

Campaign Execution And Process Optimization

• Manage end-to-end production and execution of marketing campaigns in Marketo, including global or localized demand generation efforts.
• Partner with larger Marketing ops team to optimize existing programs, including landing pages, forms, URL/UTM structures, and Marketo settings to align with newly defined processes.
• Ensure seamless integration and alignment between Marketo and SFDC to improve lead lifecycle tracking and campaign reporting.
• Create a QA process to ensure the connection to Ad Platforms for conversion signals continues passing accurate data.

Documentation And Training

• Ability to keep technical documentation of implementation (ie, track and record what was set up and how it was set up)

Data Management And Reporting

• Partner with larger marketing ops team and agency to create repeatable process to audit and troubleshoot issues

Client Collaboration

• Partner with clients to become an extension of their marketing team.
• Have a vested interest in the Paid Media program, to ensure MOps is facilitating the team to hit key KPIs and goals each month.
• Provide strategic recommendations and hands-on support to optimize marketing automation efforts.
• Stay informed of new Marketo features and functionality to ensure clients benefit from the latest capabilities.

Requirements

• 4+ years of experience in Marketo
• Paid Media Digital Integration Experience, specifically sending conversion KPIs from MarTech (Marketo, Salesforce, Big Query) to ad platforms (Google Ads, LinkedIn, Meta)
• Knowledge of Zapier or Workato or similar integration platform preferred
• Understanding of how cookies are set on the user level within Marketo
• Understand core concepts of UTM tracking (set up and QA)
• Must be willing to work East Coast US hours

Who Thrives With Us

• People who want to learn, but are self motivated in learning from their projects.
• People who enjoy the really hard problems.
• People who enjoy having too much vs. too little to do.
• People who like creating from nothing (We still need a lot built to support our growth).
• People who understand how to build and maintain relationships with their coworkers and their clients.
• People who like making others successful and understand the value of that as much as making themselves successful.
• People who leave their ego at home and really enjoy working with other brilliant people.
• People who not only can thrive in ambiguity but prefer informing frameworks and structures themselves.

About Marvel Marketers

Marvel Marketers (www.marvelmarketers.com) is a global Marketing Automation, Digital Marketing, Experience Management and ABM Consultancy. Our clients are sophisticated so we only hire the best to keep up and add value along the entire Digital Marketing Maturity Curve. We also partner strategically on custom digital marketing roles to help support all areas of our client's Digital Marketing Strategy.

As we continue to grow and expand our service offerings, we are looking for the best and brightest to join our team. If you applied for a previous role, apply again! Our needs continuously change and evolve.

Marvel Marketers is an Equal Opportunity Employer