Marketing Automation Specialist

The Marketing Automation Specialist is responsible for planning, overseeing and implementing all marketing automation campaigns across Middle East. The Marketing Automation Specialist would be required to empower all business lines to build, grow and convert customer relationships through automated marketing and lead nurturing campaigns based on lead scoring at different stages of the customer lifecycle via transactional messaging.

RESPONSIBILITIES

• Plan, develop, and execute interactions across the customer lifecycle that drive engagement and conversion

• Develop marketing automation campaigns across email, SMS and social to improve efficiency

• Understand our customers and segment audiences and optimize campaigns to increase effectiveness

• Develop optimized content and messaging, e-mail / campaign templates & editing (HTML), asset tagging & loading in line with the brand guidelines

• Conduct ongoing A/B testing related to subject lines, e-mail copy, layouts and CTAs that drives conversion improvements

• Meticulously plan and document the testing plan

• Oversee and implement all lead scoring/grading processes and customer nurturing (single or multi touch) campaigns within the automation tool

• Ensure cross-browser/e-mail compatibility through testing and software tools

• Collaborate with key stakeholders to define best suited workflows for nurturing / automation campaigns and ensure relevant and targeted communications reach our core audience

• Analyse potential gaps and opportunities in the sales funnel and create automated campaigns that improve conversion at that point

• Think “out of the box” to identify new and innovative ideas to drive efficiencies in lead nurturing campaigns
• Create online content aligned to influence various customer personas as part of the marketing strategy
• Develop and provide periodic metrics and trends aligned to marketing automation in line with business objectives
• Monthly reporting to key stakeholders for standard KPI of marketing automation campaigns
• Lead, develop and maintain a high performing team that will deliver IDP’s key marketing objectives
• Set performance targets for key performance indicators for team ensuring all delegations are clear
• Regularly meet with country teams to discuss results and push forward best practice
• Manage budget and resource allocations effectively to deliver business priorities
• Exercise appropriate stewardship over IDP assets and intellectual property
• Undertake any other lawful duties as reasonably directed by management