CRM Marketing Specialist

Summary

The CRM Marketing Specialist will oversee Salesforce Marketing Cloud operations, focusing on creating dynamic and personalized customer journeys. This role includes leveraging tools like Email Studio, Journey Builder, Cloud Pages, SMS, and Push notifications to engage customers across the lifecycle. Responsibilities also extend to developing tailored customer journeys for onboarding, marketing abandonment, and birthday communications. Additionally, the specialist will support other customer-facing communication channels, such as online banking banners. HTML proficiency for email edits is required, but expert-level knowledge is not necessary.

Major Duties & Responsibilities

• Create, implement, and optimize customer communication journeys using Salesforce Marketing Cloud tools (Email Studio, Journey Builder, SMS, Push).
• Create personalized customer experiences for onboarding, abandonment recovery, milestone celebrations, and promotional campaigns.
• Analyze and enhance communication workflows to ensure effectiveness and alignment with brand messaging.
• Collaborate with internal teams to understand customer communication requirements and translate them into actionable campaigns.
• Monitor campaign performance and generate reports to measure success and identify areas for improvement.
• Maintain compliance with the industry's best practices and First United Bank's communication standards.

Additional Duties & Responsibilities

• Provide support for other customer communication platforms, such as online banking banners and digital content.
• Participate in training sessions and maintain certifications relevant to Salesforce Marketing Cloud.
• Stay updated on industry trends and innovations to apply modern strategies to communication efforts.
• Perform other related duties as assigned by the manager to support organizational goals, including providing coverage and ensuring continuity in operations as required.

Employee Specifications

To perform this job successfully, an individual must be able to satisfactorily perform each essential duty. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform essential functions.

Performance Metrics

Key performance metrics include but are not limited to:

• Effectiveness of communication journeys in driving customer engagement and retention.
• Timeliness and accuracy in implementing campaign assets and workflows.
• Optimization of communication channels to improve click-through and conversion rates.
• Positive feedback from internal stakeholders and leadership regarding campaign performance.

Education and Work Experience

• Bachelor's degree in Marketing, Technology, Digital Design, Communications, or a related field.
• 3+ years of experience in customer communication or CRM-focused roles.
• Hands-on experience with Salesforce Marketing Cloud, including Journey Builder and Email Studio or similar marketing communication platforms, Adobe Marketo, Oracle, or Hubspot.
• Proficiency in basic HTML for email editing and formatting.

Technical/Functional Competencies

• Expertise in building multi-channel customer journeys using marketing automation platforms.
• Knowledge of data-driven marketing and audience segmentation strategies.
• Ability to troubleshoot and resolve technical issues related to communication campaigns.
• Strong organizational and project management skills to meet deadlines and manage priorities.

NOTE: This job description is not intended to be all-inclusive. The employee may perform other related duties as assigned by their supervisor to meet the organization's ongoing needs.

If any applicant is unable to complete an application or respond to a job opening because of a disability, please email us at HR@firstunitedbank.com for assistance.