Position Summary:
The Marketing Automation Specialist is responsible for designing, implementing, and optimising marketing automation campaigns to nurture leads, engage customers, and drive revenue growth. This role combines technical expertise, strategic thinking, and creativity to deliver personalised and data-driven marketing initiatives across channels like email, SMS, push notifications, and in-app messaging. The ideal candidate is well-versed in marketing automation platforms and thrives on using technology to improve customer experiences and streamline processes.

Key Responsibilities:

Pipeline Generation & Revenue:

• Utilise marketing automation to deliver a consistent pipeline of new “Email Marketing” attributed opportunities, through the reactivation of prospects in our database.
• Directly contribute to monthly sales revenue targets through growing (monthly) sales revenue with an attribution source of “Email Marketing”.
• Leverage customer data to craft targeted email campaigns that promote additional products (with our different brands), increasing revenue from existing customers.
• Implement and manage marketing automation workflows to re-engage prospects seeking finance support or who otherwise disengage from an active sales process, recovering lost sales and contributing to monthly revenue targets.
• Use email engagement data to identify high-intent prospects (and low intent prospects alike), prioritising groups of prospects for prioritised sales engagement and/or MQL nurturing funnels to deflect from direct sales engagement.

Campaign Design and Execution:

• Develop and execute automated marketing campaigns, including lead nurturing, onboarding, retention, and re-engagement workflows.
• Develop and maintain operational emails across marketing automation platforms including both Salesforce and Customer.io.
• Collaborate across the business to create compelling email templates, landing pages, and other assets that align with brand guidelines and campaign objectives.
• Implement A/B and multivariate testing to optimize email subject lines, content, CTAs, and timing.
• Manage segmentation strategies to deliver personalized and targeted messages based on customer behaviors, preferences, and lifecycle stages.
• Coordinate omnichannel messaging across multiple channels (email, SMS/RCS, socials etc).

Creative and Design:

• Develop and refine visually engaging and responsive email templates that align with brand guidelines, ensuring a seamless and compelling user experience across various devices and email clients.
• Maintain consistency in visual identity across all email and messaging communications while exploring innovative design trends and best practices to continuously improve email and messaging aesthetics and effectiveness
• Ensure all email designs follow accessibility best practices, including appropriate contrast, alt text for images and mobile friendly layouts, to maximise readability and engagement for all subscribers.

Platform Management:

• Configure and maintain marketing automation platforms including Salesforce (lightning emails), Customer.io and Parcel.
• Utilise marketing automation platforms in conjunction with CRM systems, analytics tools, and other software to ensure seamless data flow and reporting.
• Monitor platform health and troubleshoot technical issues to ensure campaign performance and data integrity.
• Utilise and maintain 3rd party email template tools including (but not limited to) reallygoodemails.com
• Correctly utilise design and creative platforms including Canva and Adobe Marketing Cloud to conceptualise and implement compelling visual elements into emails and messaging.
• Implement and manage the Litmus platform for email deliverability testing, including email guardian, adoption of dynamic content and continuous improvement of our platform adoption over time.
• Utilise Excel and Salesforce reports and dashboards to create and share reporting across the business with stakeholders as appropriate.

Data Management and Analytics:

• Define clear objectives and KPI’s for all marketing automation activity, to inform analysis and reporting after delivery.
• Manage and maintain marketing databases, ensuring data accuracy, compliance with GDPR/CCPA, and to optimise mailability and deliverability.
• Own the segmentation of all marketing automation audiences - completely eliminating any “spray and pray” marketing activity across the business.
• Analyse campaign performance metrics such as open rates (where possible), click-through rates, conversion rates, and ROI to identify trends and areas for improvement.
• Develop and maintain email marketing reports and dashboards to report back into the Revenue Operations team and to the board.
• Create and present ad hoc performance reports with actionable insights to key stakeholders.

Optimisation and Innovation:

• Collaborate with other teams in the business (and external resources where appropriate) to conceptualise and deliver compelling visual elements in campaigns and broadcasts including banners, GIF’s, and interactive components, to enhance the impact of campaigns and broadcasts.
• Conduct A/B testing on design elements such as layouts, colour schemes, CTA buttons and imagery to identify the most effective creative assets that drive higher engagement and conversions.
• Continuously optimise nurturing journeys across each brand to improve engagement and conversion rates, leveraging data insights and industry best practices.
• Innovate new and reliable ways to track and measure engagement with our campaigns.
• Stay informed about emerging trends in marketing automation, personalisation, and AI-driven marketing to implement innovative strategies.
• Collaborate with the sales team to ensure smooth lead handoffs and alignment on lead scoring and qualification criteria.
• Continuously improve our adoption of dynamic content across all automated, campaign and operational emails over time.
• Continuously improve unsubscribe processes and list management, to improve customer experience and enhance deliverability and mailability.

AI Adoption & Utilisation:

• Research, assess and recommend actionable ways the business can integrate AI technologies into email marketing workflows, ensuring seamless adoption across campaigns and automation processes.
• Utilise AI to plan and document personalised email sequences, multi-step user workflows and streamline our marketing automation design, build and continuous improvement processes.
• Utilise AI solutions to create and optimise email marketing content including dynamic subject lines, email copy, personalised CTA’s and images/video to boost engagement and conversions by delivering more relevant content.
• Adopt predictive audience segmentation through the use of AI analysis across customer data to create precise segments, enabling highly targeted email campaigns tailored to specific groups.
• Utilise AI analysis to identify opportunities to reduce unsubscribe rates, optimise our sending reputation, reduce spam flags and improve inbox placement rates.
• Establish and monitor KPIs to track the impact of AI on email marketing and automation outcomes, using insights to iterate and expand AI adoption across the function.

Compliance and Best Practices:

• Ensure compliance with email marketing regulations (e.g., CAN-SPAM, GDPR, CASL) and maintain opt-in/opt-out policies.
• Implement email deliverability best practices to maximise inbox placement rates.
• Develop and document standard operating procedures (SOPs) for marketing automation processes.

WHY WORK FOR US:

- Fast growing company with plenty of opportunity for growth
- Great company culture
- Full training provided
- Queens Road Location just off St Kilda Road - Brand New Office with views over Albert Park & an in-house Barista! (Free coffee!)