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Marketing Automation Manager

Địa điểm làm việc:

Uxbridge, Middlesex, United Kingdom

Mã số công việc:

667

Ngày đăng tin:

03/10/2019

Bộ phận:

Marketing

Opportunity: Marketing Automation Manager


Location: Stockley Park, Uxbridge


Role Purpose:

  • This role will sit in the Central Marketing team and report to the Head of Digital Marketing.

  • She/he will be responsible for managing the strategy, execution and optimization of marketing automation programmes in alignment with and supporting the Coats’s business objectives. This role will be responsible for providing the governance and workflows to be used across Group Marketing to execute on local & global email communications. This will role will be the business owner of Coats’s marketing automation tool (currently Marketo).

  • She/he will be responsible to develop and deploy nurture streams to increase awareness, engagement, and lead generation, to develop a contact strategy by audience, and to handle communications on status of ongoing initiatives.

  • She/he will be responsible for building a culture of quality and performance within the team and to develop data-driven, customer-centric and innovative marketing strategies.

  • Working together with the graphics design team and 3rd party agencies to design, code, test and deploy email communications with management of the marketing databases ensuring they align with and support the wider overarching marketing strategy and content plan.

  • Supported by the brand team to ensure all assets align with both Coats brand guidelines and brand positioning devising engaging and imaginative nurturing programs across the customer funnel from acquisition through to retention.

  • The successful candidate will have a strong background and understanding not only of marketing automation, but all facets of digital business including web analytics, site optimization, and the evolving interactive marketing landscape.


Key Accountabilities:

Day to Day Execution:

  • Act as Global Power User for the standard email and marketing automation tool (Marketo)

  • Manage the on-going, day-to-day, end-to-end operation of our Marketing Automation tool by managing set-up of all email marketing activities including creating/coding and editing templates, manage segmentation, scheduling and deployment to drive customer interactions, retention and to push engagement with Coats.com

  • Proactively problem diagnosis, troubleshoot & resolve Marketo or campaign issues, i.e. data mapping, segmentation; data discrepancies

  • Manage a continuous, meticulously planned and documented testing plan, monitoring performance and implementing changes as need to improve performance

  • Lead, develop and document process workflows, platform structure and standard methodology approaches for automation and marketing operations

  • Develop a deep knowledge as the Subject Matter Expert and advise the internal team on advances in technology and train others best practice usage through a continuous learning programme

  • Develop and maintain a library of standard Marketo email templates for use across the Group Marketing teams.

  • Work with a translation agency and local resources to build a review network to ensure global content is translated according to its target market supported by the Technology team as required

  • Collaborate with key external partners to keep up to date on best practice, deploy large scale upgrades, etc.

Lead Management

  • Build, deploy, and track email nurture paths to drive online lead generation, event attendance, and sales

  • Collaborate with internal teams to implement, maintain and optimize the lead scoring and lead lifecycle process to enable higher conversion of quality leads

  • Be innovative in growing the customer database and developing programmes to nurture different customer demographics using data to create actionable insights to help improve customer journey, metrics and sales

  • Develop and maintain marketing technologies and integration with relevant systems (ex Sitecore, Microsoft Dynamics)

  • Collaborate with the CRM team to have a clear understanding of the CRM architecture; ensuring systems are in alignment

Database management:

  • Maintain email database and distribution lists in accordance with business strategy; ensure compliance with all privacy laws (including but not limited to GDPR, US Can-Spam, California Consumer Privacy Act and Canadian CASL laws)

  • Maintain up-to-date knowledge of database practices inside the Coats organization and be well versed in the data structure (including but not limited to Microsoft Dynamics & SAP)

  • Ensure Coats adheres to best practise with regards to customer data management

Analytics & Reporting:

  • Accountable for the tracking and measurement email communications. Optimise against key metrics including CTR, open rates etc.

  • Identify opportunities through continuous data analysis of performance metrics and draw actionable insights which can be incorporated into our marketing programmes

  • Produce regular key reports summarising the health and performance of our contact marketing database 

  • Build & tracking best practice for email & campaigns, monitor industry trends, and make recommendations.

  • Work together with the Cluster Marketing teams, Marketing Operations & Marcomms team to provide regular reports & dashboards to Group Marketing and the wider business on campaign success or historic data

Education, Qualifications & Experience:

(Essential)

  • Experience with Marketo

  • Bachelor’s degree in marketing, communication or related field

  • Experience in driving email marketing programs & analysis

  • Proficiency in HTML, CSS, JavaScript, XML and other technical skills a plus

  • Experience in B2B

  • Ability to correlate data and translate it into usable and understandable verbal & written communication

  • Strong interpersonal and cross-functional business skills, including a demonstrated ability to effectively collaborate with key team leaders.

  • Must be able to work independently in a fast-paced environment and collaborate effectively as a team

  • Ability to multitask with excellent project management skills and on time delivery

  • Quick learner with strong problem-solving skills

  • Experience with CRM management

(Desirable)

  • Experience of Microsoft Dynamics

  • Experience with tools such Eloqua, Pardot, SFDC Marketing Cloud, Hubspot, Adobe Campaign or any other marketing automation platform.

  • Knowledge of Textile Industry

  • Experience on CMS platforms

  • Experience with Web application integration and third-party product integration preferred.

  • Knowledge of site analytics software (Sitecore Analytics, Google Analytics, etc.) and tag management solutions a plus.