Marketing Automation Specialist

5 months ago

London, United Kingdom Hanson Wade Full time

We are looking for an experienced Marketing Automation Specialist (Marketo) to support the growth and development of Hanson Wade. Hanson Wade is a fast-growing business information company creating niche information products to service the Life Sciences, HR, and Construction industries. We accelerate the performance of businesses across the world through industry-leading conference events and digital products. Internally, we are a tech-enabled business that leverages systems and solutions to augment the capabilities of our company.

**More about the role**:
Sitting within the Technology Team and reporting to the Head of Business Technology, the Marketing Automation Specialist (Marketo) will be responsible for the strategy, implementation, and operational efficiency of the company's marketing systems. Working closely with our Database Manager, Marketing Team, and Salesforce Administration Team, it will be your responsibility to improve lead management processes, marketing data and automation across systems and channels, while tracking and reporting on the performance of these.

**Responsibilities will include**:

- Be the owner of our Adobe Marketo instance, working with marketing and Adobe to ensure it is delivering value to the business.
- Enhancement of all marketing operations with the focus on enabling efficient lead scoring, lead qualification, campaign tracking, prospect management, and alignment with sales initiatives
- Implementation, administration, and critical ongoing improvement of marketing systems and integrations.
- Work with marketing to map out campaign logic and workflows and update these as changes to business requirements occur.
- Implement quality control procedures to ensure campaigns are executed flawlessly.
- Set up campaign reporting, monitor campaign success, recommend strategy/tactics to optimize conversion rates, and execute testing practices.
- Identify how new features and functionality within Marketo can be leveraged to continuously enhance campaign performance and automation processes.
- Perform test runs and quality control with strong attention to detail.
- Identify gaps in our marketing automation infrastructure and work cross functionally to address them (ex. Program structure inefficiencies, process flaws, etc)
- Align with Marketing Operation team members on process, workflows, policies, execution, and enablement.
- Vendor management, including contract negotiation and ensuring that vendors deliver to agreed KPIs.
- Optimising the company websites and event landing pages using data and insights to increase lead generation and online conversions.
- Supporting business users and sponsors in evaluating business processes, anticipating requirements, uncovering areas for improvement.
- Review current data, information, and historical trends to help provide insights into best practices and improvements of marketing processes and systems.
- Training and support of marketing and sales staff in use of Marketo.
- Working with the Insight team to prepare and present key marketing KPIs and data on relevant marketing operations for the senior management and executive marketing personnel.

**Essential requirements for this role**:

- Marketo Expert Certification or equal level of expertise required. 4+ years of hands-on experience with B2B digital marketing in technology, with a focus on demand generation and marketing automation, particularly with system integration around UTM tracking and lead flows.
- Hands-on experience with campaign development in Marketo.
- Technical Skills - JavaScript, Velocity script, HTML/CSS
- Familiarity with Rest APIs, JSON, and Python
- Platform governance - platform configuration e.g., for channels and tags, ensuring centre of excellence program templates are maintained and naming conventions are followed.
- Data management - ability to manage and maintain clean, accurate, and up-to-date data within Marketo, ensuring data integrity.
- Landing pages and forms - skill in creating and managing landing pages and forms within Marketo to capture leads and gather data.
- Integration - knowledge of integrating Marketo with other systems, such as Salesforce CRM, to ensure smooth data flow and syncing.
- API and webhooks - understanding how to use Marketo APIs and webhooks to extend the platform's capabilities and automate processes.
- A/B testing - ability to design and analyse A/B tests for marketing campaigns to optimise performance.
- Troubleshooting and problem solving - aptitude in identifying and resolving technical issues and challenges within the Marketo platform and working with Marketo support to resolve any issues.
- Compliance - understanding Hanson Wade specific data policies and ensuring all Marketo processes adhere to relevant regulations such as GDPR.
- Passion for exploring new and emerging technologies.
- Experience in scaling a B2B technology business through marketing operational excellence.
- Strong analytical skills and ability to interpre

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