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SHRM Sr. Analyst, Marketing Automation in Alexandria, Virginia

Sr. Analyst, Marketing Automation

1800 Duke St, Alexandria, VA 22314, USA

Req #481

Monday, October 17, 2022

At SHRM, we are committed to making work, workers and workplaces better through insights-driven policy solutions, learning and development, thought leadership and research. We are shaping the ways employers and employees thrive together. SHRM is empowering our more than 300,000+ members, including HR professionals, business executives, and people managers, to lead as strategic business partners and effective stewards of workplace culture, business productivity, and employee engagement.

The Sr. Analyst, Marketing Automation is responsible for the development, execution and oversight of email marketing campaigns and initiatives. In this capacity, the Sr. Specialist partners closely with internal teams to define and launch campaigns across various channels. The position is responsible for the development and management protocols and tools to continually monitor, report, and analyze programs and campaigns on a regular basis.

Position Description

  • Responsible for leading email transformation efforts across the organization to improve channel engagement and create a member-centric experience.

  • Analyze the organization’s email channel and prepare monthly summary reports on email engagement and lessons learned. Recommend and implement optimizations.

  • Lead effort to create an email calendar and coordinate across the organization to schedule and manage priorities of emails. Leverage forecasting and trend analysis to meet financial and customer engagement goals.

  • Lead technical enablement of A/B testing, encourage testing and continuous improvement. Lead technical implementation of dynamic content to improve the relevance of existing campaigns and reduce overall email volume.

  • Maintain an inventory of outbound emails with frequency, product owner, target audience, category and performance.

  • Manage offshore development team to create new email templates and fix formatting issues. Coordinate stakeholder requests between Creative Services and development team. Assist with requirements gathering and user acceptance testing.

  • Lead efforts to transform email editorial newsletters process using artificial intelligence to deliver a personal and engaging experience.

  • Proactively identify similar types of communications and negotiate changes in consultation with stakeholders. Lead conflict resolution.

  • Receive and document requests for new bulk communication, determine the best channel, placement, and work with stakeholders on developing an execution plan. Execute campaigns within agreed upon service level agreement.

  • Identify email automation candidates. Work with stakeholders to lead technical enablement of automation efforts, recommend other marketing channels as appropriate.

  • Build complex database queries against Boolean, string, date, and integer database fields using AND, OR, NOT, EQUALS, and date logic operators. Build relational database queries using one-to-many and many-to-many relationships.

  • Manage SHRM’s email sender score. Lead changes to improve deliverability in consultation with stakeholders.

  • Maintain marketing automation database. Partner with IT and make sure integration points are working as designed. Upload missing data and/or partner with IT to setup new automated import processes. Work with external vendors as needed.

  • Enforce email brand standards to ensure that all emails conform to branding and style guides. Consult with internal stakeholders to correct any issues and bring them into compliance. Maintain email preference center and opt-out compliance. Maintain CAN-SPAM compliance.

  • Partner with Customer Care department to provide tier 2 support.

  • Other duties and projects as assigned.

Position Qualifications

  • Required

  • Bachelor’s Degree or equivalent relevant years of experience

  • At least 5 years of experience in email marketing

  • Experience using a Marketing Automation Platform (Marketo, IBM Marketing Cloud, Salesforce Marketing Cloud, Pardot)

  • Experience using dynamic content to enable personalization

  • Strong problem-solving skills

  • Conflict negotiation skills

  • Ability to troubleshoot HTML and CSS coding problems

  • Understanding of basic programming concepts including: variables, order of operations, logic operators, inner and outer database joins

  • Proficient with email service providers including Marketo, ExactTarget, Silverpop, MailChimp, etc.

  • Knowledge of email reputation monitoring

  • Knowledge of email regulations including CAN-SPAM and Canada’s Anti-Spam Law (CASL)

  • Preferred

  • Marketo experience

  • Saleforce experience

  • Marketo Certification preferred

  • Google Analytics Certification preferred

Physical Requirements

  • Must be able to perform essential duties satisfactorily with reasonable accommodations.

  • Work is generally done sitting, talking, hearing and typing. Visual acuity to use a keyboard, prepare and analyze data and figures; transcribing, viewing a computer terminal; extensive reading.

Work environment

  • Travel Required: Occasional 0-10%

  • Work is regularly performed in a professional office environment and routinely uses standard office equipment.

Our employment practices are in accordance with the laws that prohibit discrimination against qualified individuals on the basis of race, religion, color, gender, age, national origin, physical or mental disability, genetic information, veteran’s status, marital status, gender identity and expression, sexual orientation, or any other status protected by applicable law.

SHRM is an equal opportunity employer (Minority/Female/Disabled/Veteran).

We do not sponsor applicants for work visas.

Other details

  • Job Family Technology - IT Analyst

  • Job Function Performance Marketing & Comm

  • Pay Type Salary

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  • 1800 Duke St, Alexandria, VA 22314, USA