Marketing Automation Specialist

Marketing Automation Specialists are key to our high-performing marketing team because they are focused on optimizing and scaling marketing operations through automation. This role works on Rowan’s automated marketing efforts to maximize efficiency, enhance engagement, and drive lead generation. The MAS plays an integral role in their area developing and executing automation strategies that support marketing campaigns across multiple channels, including web, digital advertising, social media, email, and more.

As a member of the marketing team, the Automation Specialists build automated workflows, optimize lead nurturing programs, and improve audience segmentation. This position requires technical expertise in marketing automation platforms, email marketing, and data-driven decision-making. The Marketing Automation Specialist reports directly to the Director, Integrated Marketing Technology & Analytics.

(AFT: Professional Service Specialist 3)

Primary Responsibilities Marketing Automation Strategy

• Develop and leverage marketing automation workflows to optimize campaign performance and audience engagement.

• Create automated campaigns, focusing on segmentation, personalization, and trigger-based messaging.

• Collaborate with internal teams to align automation strategies with business goals.

• Monitor automation performance, providing insights and actionable recommendations.

• Maintain data integrity and ensure seamless integration between marketing automation platforms and CRM systems.

• Stay up to date with trends and emerging technologies to improve campaign effectiveness.

  Web Personalization & Conversion Optimization

• Create personalized web experiences by adjusting content and CTAs based on visitor data.

• Design custom landing pages optimized for conversion with clear CTAs and user-centric design.

• Implement and continuously improve CRO strategies for landing pages and web content.

• Test and optimize landing page elements (e.g., headlines, forms, CTAs, images) to maximize conversion rates.

  Lead Management & Engagement

• Optimize lead scoring models to enhance customer journey mapping and conversion tracking.

• Refine customer segmentation strategies based on analytics and audience insights.

• Leverage behavioral triggers to optimize messaging and outreach for higher engagement.

• Automate re-engagement campaigns to win back inactive leads and customers.

  Collaboration & Best Practices

• Coordinate with content and design teams to ensure personalized communications are seamlessly executed.

• Document and enforce best practices for automation strategies and execution.

• Audit and troubleshoot automation workflows to ensure continued efficiency and effectiveness.

• Use advanced analytics to generate insights and optimize campaign performance.

  Qualifications Required:

• Bachelor’s degree from an accredited institution.

• Minimum of more than three years of experience in marketing automation, digital marketing, or a related field.

• Hands-on experience working with Content Management Systems (CMS) to support web and digital platform initiatives.

• Experience with CRM and marketing automation platforms such as HubSpot.

• Experience with conversion rate optimization, segmentation strategies, and automation tools.

• Strong analytical skills with the ability to interpret data and optimize marketing performance.

• Knowledge of marketing principles, lead generation, and customer journey mapping.

• Experience working with diverse teams and cross-functional collaboration.

• Excellent project management, organizational, and communication skills.

• Detail-oriented with a proactive approach to problem-solving.

• Experience using data visualization and reporting tools to track campaign performance.

  Preferred:

• Master’s Degree from an accredited institution

• Experience with CRM and marketing automation platforms such as HubSpot.

• Knowledge of HTML/CSS.

• Familiarity with database management, lead scoring, and audience segmentation.

• Experience with A/B testing tools and conversion rate optimization strategies.

• Experience with analytics and reporting tools like Google Analytics and Looker Studio.

This role is ideal for a results-driven marketing professional with a passion for automation and data-driven decision-making. If you thrive in a fast-paced environment and have experience optimizing marketing processes through automation, we encourage you to apply.