Marketing Automation Specialist, Salesforce Marketing Cloud Job at University of Rochester (Rochester)

Job Description

The Marketing Automation Specialist, Salesforce Marketing Cloud is responsible for the day-to-day management, optimization, and innovation of our Salesforce Marketing Cloud (SFMC) ecosystem. This role serves as the bridge between marketing strategy and technical execution—designing, building, and monitoring automated journeys and campaigns that drive engagement, conversion, and loyalty across email, SMS, and other digital channels.

Job Responsibility

Design, build, and deploy multi-channel campaigns in Salesforce Marketing Cloud using: Journey Builder, Email Studio, Mobile Studio, and Automation Studio
Translate marketing strategies and business requirements into technical specifications and campaign logic
Create dynamic and personalized content using AMPscript, Content Builder, and data extensions
Manage campaign setup including segmentation, scheduling, throttling, and channel mix
Perform quality assurance (QA) and testing (content, links, dynamic fields, rendering, and tracking) prior to launch
Serve as day-to-day administrator for Salesforce Marketing Cloud: User setup, roles, and permissions
Business unit configuration and folder structure
Sender profiles
Maintain and optimize data extensions, contact model, and subscriber configuration
Partner with Salesforce CRM admins and IT to ensure proper data flows, integration points, and alignment across systems
Monitor release updates, system performance, capacity, and error logs
create and manage support tickets as needed
Build and maintain audience segments using filters, SQL queries, and data extensions
Create and optimize automated data flows and imports (via Marketing Cloud Connect, Automation Studio, SFTP, API integrations as applicable)
Partner with Advancement Marketing Communications to develop and maintain reports/dashboards for campaign performance and key KPIs (e.g., opens, clicks, conversions, opt-outs)
Partner with analytics/BI teams to connect Marketing Cloud data with CRM and other data sources for end-to-end funnel reporting
Use insights and A/B test results to refine targeting, content, and send strategies
Collaborate with marketing communications, alumni relations and constituent engagement, and other Advancement teams (as appropriate) to: Gather campaign requirements
Define audiences and success metrics
Align campaign setup with overall business goals and customer journeys
Act as a subject matter expert on SFMC capabilities and constraints, advising stakeholders on best practices and what’s feasible
Participate in planning sessions, campaign calendars, and cross-functional initiatives involving customer communications
Ensure SFMC usage complies with CAN-SPAM, TCPA, GDPR/CCPA (as applicable), and internal privacy/data policies
Ensure SFMC communications complies with URochester digital accessibility policy and standards
Maintain subscription management and preference centers across channels
Establish and document standards for naming conventions, folder structure, campaign setup, and QA processes
Train marketing team members and new users on SFMC processes, templates, and best practices
Maintain documentation and playbooks for recurring campaigns, automations, and journeys
Stay current on Salesforce Marketing Cloud releases, features, and MarTech trends
Evaluate new SFMC tools and add-ons (e.g., Interaction Studio/Marketing Cloud Personalization, Intelligence, Pardot/Account Engagement, etc., if applicable)
Propose and pilot new capabilities such as advanced personalization, predictive modeling, or new channels
Participate in Salesforce and MarTech user groups, webinars, and training opportunities
Other duties as assigned

Requirements

Bachelor's degree in Communications, Marketing, Business Administration, IT or related field
A minimum of 5 years of related or relevant experience
4+ years of experience in digital marketing operations, marketing automation, or MarTech roles
3+ years of hands-on experience with Salesforce Marketing Cloud, including at least some of: Journey Builder, Email Studio, Automation Studio, Mobile Studio or SMS/MMS campaigns
Experience with: Building and managing data extensions
Basic SQL for segmentation and reporting
Personalization and dynamic content (AMPscript experience strongly preferred)
Strong understanding of email deliverability, list hygiene, and campaign performance metrics
Demonstrated ability to translate marketing requirements into technical solutions
Strong attention to detail, QA discipline, and documentation skills
Knowledge of HIPAA privacy rules and HIPAA consent authorization process is required

Nice to have

Master’s degree preferred
Salesforce Marketing Cloud certifications (e.g., Marketing Cloud Email Specialist, Marketing Cloud Administrator, Marketing Cloud Developer)
Experience integrating Marketing Cloud with Salesforce CRM or other CRMs
Experience with Data 360 (formally Data Cloud)
Working knowledge of HTML/CSS for email development and troubleshooting
Experience in higher education or nonprofit sectors

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Marketing Automation Specialist, Salesforce Marketing Cloud

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