Marketing Automation Specialist

SUMMARY

The Marketing Automation Specialist will be responsible for developing, maintaining, and optimizing cross-platform automation programs within Marketo and Salesforce for Kraft Sports + Entertainment. This role will work closely with the digital marketing and business intelligence team to enhance customer journeys, improve campaign performance, and execute targeted marketing initiatives while ensuring aligment with overall business goals.

DUTIES AND RESPONSIBILITIES

1. Develop and maintain cross-platform automation programs, including onboarding, offboarding, and nurture campaigns, within marketing automation platform (Marketo) and sales enablement platform (Salesforce).
2. Monitor personalized customer journeys, triggers and automations, identifying opportunities for optimization to enhance campaign performance and customer engagement strategies.
3. Enhance, test and monitor the integration between Marketo, Salesforce and webform platform (Formstack) ensuring data quality and lead processing.
4. Segment the marketing database to identify and target new customers, engage existing ones, and re-engage dormant customers through strategic marketing and sales campaigns.
5. Create and manage forms in the data collection platform (Formstack), maintaining back-end integrations with the customer data warehouse (KAGR) and CRM (Salesforce).
6. Lead the segmentation strategy, testing, and execution of Patriots and Gillette Stadium mobile app initiatives to ensure content reaches the right audience to maximize engagement on this digital channel.
7. Support the digital marketing team in executing  email marketing programs and other digital campaigns, leveraging CMS, CRM, and other marketing platforms.
8. Identify, troubleshoot and resolve integration issues related to web, app, form inquiries that impact campaign performance.
9. Assist in web and mobile app content management efforts for day-to-day initiatives including content updates, event announcements, push notifications, and more while ensuring consistency with brand strategy and business objectives.
10. Work closely with digital marketing and business intelligence teams to ensure campaigns align with business objectives.
11. Research best practices and emerging digital technologiesto enhance campaign effectiveness.
12. Adhere to the creative direction and brand guidelines of the New England Patriots and Gillette Stadium.
13. Consume sports and marketing content across other teams, leagues and brands.
14. Special projects as business dictates.

SUPERVISORY RESPONSIBILITIES

• This position has no supervisory responsibilities

SKILLS AND QUALIFICATIONS

• Bachelor's Degree required 
• 3+ years of email marketing, digital marketing, or marketing operations experience
• Technical experience with marketing automation systems (Marketo) and CRM (Salesforce) preferred
• Experience in personalization and marketing automation around dynamic email content and segmentation rules to customize marketing campaigns preferred
• Knowledge of campaign perform