About the position
The Marketing Operations Audience Manager works at the intersection of marketing and technology, overseeing the systems the marketing team uses to communicate with customers, to automate and streamline processes, and to develop sophisticated audience segmentation with the goal of reaching the right customer with the right message. They will manage our segmentation and customer personalization initiatives through our marketing tech stack, currently Eloqua (ESP), Sitecore (CMS for evergy.com), Sitecore CDP Personalize (segmentation, event tracking for web), and Blastpoint (audience segmentation, list building, and predictive analytics). Engaging in a test-and-learn strategy, they will interpret campaign results to refine and improve reach, engagement and conversions, and will serve as a liaison between IT, development, marketing and product teams.
Responsibilities
- Develop and execute marketing automation and personalization strategies to nurture leads, improve customer engagement, and drive product conversions and signups.
- Manage and optimize marketing automation platforms, with a focus on Sitecore (XP, CDP, Personalize) and Eloqua, to ensure efficient and effective campaign execution.
- Develop test scenarios and executions. Generate regular reports on key metrics and campaign performance, providing insights to enhance future strategies.
- Collaborate with product and marketing teams to inform future tactics and strategies.
- Collaborate with IT and contract resources on updates, break-fixes, plug-ins, etc. Perform pre-release testing and validation.
- Monitor and analyze industry trends, competitor activities, and customer behavior to identify opportunities and challenges.
- Help implement A/B testing and other analytical methods to optimize digital campaign performance and deliver actionable insights.
- Ensure smooth email deployments and correct dynamic message delivery, including single sends as well as journeys.
- Ensure accurate and clean data within marketing systems, adhering to data security best-practices.
- Collaborate with the IT team to integrate marketing systems (databases, analytics, CRM, social) with other business applications for seamless data flow.
- Oversee the newly implemented Customer Data Platform to create personalization opportunities on the website and in customer emails.
- Create customer lists and segments focused on matching content with the most receptive audience.
Requirements
- Bachelor's degree in business administration, computer science, information technology, marketing, psychology, or a related discipline.
- 3-5 years (II) or 6-10 years (Sr) years of related work experience overseeing marketing operations.
- Experience collaborating with cross-functional teams.
- Proven dedication to continuing education; always learning.
- Background that balances marketing, technology and customer insights.
- Experience in marketing systems integrations, including CMS, CDP, CRM and ESP.
- Familiarity with Sitecore products and Eloqua strongly preferred but not required.
- Familiarity with Google Analytics.
- Ability to analyze and execute marketing strategies, campaigns and other initiatives.
- Strong analytical skills and ability to synthesize multiple data sources to gain insights and develop action plans; a 'follow the data' mindset.
- Customer-first approach and the ability to view communications and issues from the eyes of our customers.
- Project management skills; ability to clearly organize complex, cross-team projects.
- Background in A/B testing and passion for Q&A.
- Understanding of security and privacy best-practices.
- Solid HTML skills; ability to troubleshoot web and email issues and facilitate solutions.
- Experience managing outside vendors, contracts and budgets.
- Mindset of continuous improvement; ability to learn and iterate.
- Solid presentation skills; ability to interpret technology and respond to questions from senior management.
Nice-to-haves
- Certifications in Oracle, GA, Sitecore and other marketing technology tools.
