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Job Details

Requisition Number 19-0139
Post Date 3/27/2019
Title Marketing Automation Specialist
Organization Name Macmillan Learning
City New York
State NY
Description Macmillan Learning is a division of the family-owned Holtzbrinck group of companies and is one of the leading educational technology companies. Through deep partnership with the world's best researchers, educators, administrators, and developers, we facilitate teaching and learning opportunities that spark student engagement and improve outcomes. We provide educators with tailored solutions designed to inspire student curiosity and measure progress. Macmillan Learning is comprised of renowned brands including Bedford/St. Martins, W.H. Freeman, Worth Publishers, Sapling Learning, Late Nite Labs, Hayden-McNeil, and Dynamic Books. We are an Equal Opportunity Employer. The successful candidate for this position will become an employee of Bedford Freeman & Worth Publishing Group, LLC, d/b/a Macmillan Learning.
Requirements

The Marketing Automation Specialist will be the primary owner of the Macmillan Learning ESPs (Marketo and ExactTarget) as well as the driver for the development and execution of marketing automation, lead generation, nurturing, and scoring, resulting in programs that create qualified sales leads and awareness of Macmillan Learning disciplines, product lines, and campaigns that drive growth. This position will work closely with the digital marketing, marketing, product, and sales teams to create engaging lead qualification programs while tracking and reporting on their effectiveness. Experience with Marketo is required (certification preferred), and knowledge of Google Analytics and Salesforce.com is preferred.

Major Responsibilities:

  • Create and manage all phases of demand generation from start to finish, including planning, design, testing, deployment, evaluation, and reporting.
  • Drive digital email strategy, optimization, implementation, and QA for the marketing team
  • Manage, measure, and optimize the performance and effectiveness of marketing programs and lead generation campaigns including lead scoring and lead nurturing programs
  • Manage projects that require integration between Marketo and other systems (SalesForce, Zoom, Qualtrics, Hybris)
  • Supervise and consult on best practices and effectiveness of automated marketing campaigns and lead generation across the organization, including monthly benchmarks and reports
  • Organize and implement ongoing optimization and improvement on conversion rates (content, email templates, landing pages, offers, etc.) and effectiveness around demand generation
  • Contribute to reporting and analytics from the digital marketing team
  • Identify and recommend digital and social trends, marketing automation, and CMS platforms based on emerging technology innovations and best practices
  • Create and update documentation for email process, workflows, and best practices
  • Contribute to training new Marketo end users, and provide resources for best practices to the marketing team
  • Act as lead admin for our Marketo and ExactTarget instances maintaining a clean folder and reporting structure

Required Experience:

  • At least 2 years of experience in inbound and demand generation marketing using the Marketo marketing automation platform and CRM
  • A comprehensive understanding of the industry's best practices for marketing automation and demand generation.
  • Excellent understanding of email marketing concepts and metrics such as deliverability and sender reputation.
  • Know how to segment the customer database to create targeted messages.
  • Understand how all aspects of the marketing program, from opt-in and message content and design to delivery and list management, affect email deliverability. Know how to find and correct problems that hurt deliverability. Strong design sense is a plus

Skills Needed:

  • At least 2 years experience with Marketo required
  • Experience with ExactTarget (SalesForce Marketing Cloud) a plus Comfortable with HTML and CSS; ability to troubleshoot coding problems
  • CRM experience required; experience with Salesforce preferred
  • Experience with integration between Marketo and other platforms such as CRM, CMS, webinar tools, survey tools, etc.
  • Google Analytics

Educational Background Required:

  • Bachelor’s or Master’s degree
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