About the position
Graco manufactures and markets premium equipment to move, measure, control, dispense and spray a wide variety of fluid and powder materials. The Marketing Automation Specialist will harness the power of personalized marketing to deliver tailored messages that resonate at every stage of the customer's journey. By crafting targeted campaigns that speak to individual needs and preferences, this role helps elevate brand loyalty and drive conversions. The focus is on lead nurturing and scoring to ensure that marketing initiatives are strategically aligned with sales objectives, allowing for a focus on high-quality leads. Collaboration with creative and content teams is essential to develop compelling content that captivates and informs, while data guides decisions, from A/B testing to optimizing email deliverability.
Responsibilities
- Execute building trigger programs delivering the next best offer to the right person at the right time.
- Design and implement targeted marketing automation campaigns for awareness, consideration, purchase, and loyalty stages, leveraging data to inform creative, copy, and timing for optimal engagement and conversions.
- Plan, execute, and optimize lead nurturing programs to engage and convert leads through targeted content and automated workflows.
- Manage lead nurturing programs in Pardot, refining lead scoring models to align with sales and marketing goals.
- Implement targeting, personalization, and dynamic content strategies to enhance customer experience.
- Configure forms and handlers in Pardot for effective data collection and Salesforce CRM integration.
- Collaborate with creative and content teams to design and write emails and advise on landing page content best practices.
- Support campaign localization for international markets.
- Ensure timely, high-quality implementation, testing, and QA of campaigns in Pardot.
- Stay updated on 1:1 marketing and email industry best practices.
- Stay up to date on best practices and compliance requirements (CAN-SPAM, GDPR) to ensure that all email communications follow legal guidelines.
- Implement and enforce contact scoring model for personalized email nurture programs and MQL handoff.
- Monitor email deliverability across domains.
- Build and manage email lists.
- Implement contact database hygiene and GDPR program to ensure contact records are being added and removed at a rate that is in line with industry best practices and regulations.
- Conduct regular A/B testing of subject lines, copy, creative, and CTAs to improve engagement and conversions.
- Generate regular reports on key metrics like open rates and conversions.
- Regularly analyze metrics to refine strategies.
Requirements
- Bachelor's degree in marketing, communications, or similar field.
- 3+ years of experience designing and implementing email and retention marketing strategies; working with marketing automation platforms.
- Experience building and optimizing lead nurturing programs, leveraging data to determine appropriate behavior.
- Familiarity with lead scoring models and the appropriate time to engage sales.
- Knowledge of CRM and contact database management.
- Data-driven mindset with strong strategic, analytical, and problem-solving skills.
- Passionate about a customer-centric approach to 1:1 communication, seeking inventive ways to enhance the consumer experience.
- Execute a test-and-learn philosophy to launch ideas and optimize programs that demonstrate potential.
Nice-to-haves
- Global industrial manufacturing experience and knowledge.
Benefits
- Medical insurance
- Dental insurance
- Stock purchase plan
- 401(k)
- Tuition reimbursement
- Attractive compensation
- Career development opportunities
