About the position
As a key member of the Enterprise Marketing team, the Marketing Automation Specialist plays a crucial role in executing advanced digital campaigns and initiatives for The Hanover. Collaborating with internal business partners, this position is responsible for designing communication and interaction frameworks, developing digital assets, testing innovative strategies, managing data quality best practices, and reporting results with strategic recommendations to enhance capabilities and effectiveness. Additionally, the Marketing Automation Specialist serves as a subject matter expert in digital marketing and marketing automation, particularly with The Hanover's primary automation platform, Salesforce Marketing Cloud. At Hanover, we recognize that the workplace is evolving, and we are committed to reimagining how and where work happens. This position offers a hybrid work arrangement, providing flexibility while fostering collaboration at our Worcester office. We take pride in being a diverse and inclusive organization, dedicated to hiring top talent. We strongly encourage all qualified professionals to apply, as we believe that an inclusive, diverse, and equitable workplace not only strengthens our organization but also enriches the broader community. This is a full-time, exempt role.
Responsibilities
- Effectively execute B2B and B2C automation campaigns and initiatives, primarily leveraging the platform Salesforce Marketing Cloud.
- Translate business needs into functional automation campaigns and initiatives - clarifying goal(s), target audience(s), interaction and response flow(s), creative asset(s), and reporting elements.
- Develop digital assets, including but not limited to emails, forms, and landing pages.
- Develop technical assets, including but not limited to rule sets, workflows, and decision logic.
- Implement functional requirements, digital and technical assets, including but not limited to multi-channel, drip-nurture, and scoring automation campaigns and initiatives.
- Continuously analyze operational practices and processes to find and implement new efficiencies.
- Continuously seek industry knowledge, best practices, and technology to find and implement new advancements.
- Advance capabilities and results through innovation, creative thinking, and testing.
- Own the development of reporting, including but not limited to digital asset and contact engagement, trend analysis and scoring models.
- Effectively communicate findings for automation campaigns and initiatives, providing context and recommendations.
- Support proactive data quality management, ensuring the accuracy and overall health of The Hanover's independent agent and policyholder databases.
- Collaborate with business leadership, account teams and automation team members to support project initiatives which impact the independent agent and policyholder databases.
Requirements
- Bachelor's degree or equivalent work experience in Marketing, MIS or Business Administration required.
- 3-5 years' experience with marketing automation platform experience required.
- 2+ years in database quality management required.
- Strong business, digital marketing/automation, and information systems acumen.
- Strong Excel and/or Access, Adobe Suite, HTML, and basic CSS skillset.
- Experience with data quality management, data security, and data governance a plus.
- Strong interpersonal & relationship building skills.
- Ability to communicate across all employee and management levels.
- Excellent verbal, written and presentation communication skills.
- Personal drive to continually grow and enhance skills, knowledge, and scope of responsibilities.
- Process-oriented thinker with strong problem-solving skills and a technical nature.
- Strong ability to manage multiple priorities and tasks simultaneously.
- Excellent organizational skills and attention to detail.
Nice-to-haves
- Experience with a CRM system is a plus.
- Understanding of database structure preferred.
