SR CRM Campaign Lead

The Senior CRM Campaign Lead reports to the Vice President, Marketing and Digital Transformation. They are responsible for all Salesforce campaigns and projects and will oversee the development and execution of end-to-end campaigns to support customer-centric programs. They will help build and refine consumer journey maps to understand where the largest conversion optimization opportunities are. They will also analyze the success of past campaigns and use data to make recommendations for optimization. They are skilled with technical expertise to lead Salesforce Health Cloud and Marketing Cloud implementation and utilization.

The Senior CRM Campaign Lead works collaboratively with colleagues across Marketing, Strategic Communications, Digital, and IT to accomplish defined objectives. They will also provide SFMC updates and education to these colleagues as appropriate including best practices, processes, training materials and documentation to ensure accuracy and quality of programs.

MISSION, VALUES and SERVICE GOALS

• MISSION: We deliver outstanding care, inspire health, and connect with heart.
• VALUES: Trust. Respect. Integrity. Compassion.
• SERVICE GOALS: Personally connect. Keep everyone informed. Be on their team.

• Lead Health Cloud and Marketing Cloud requirements gathering for campaigns and projects
• Establish and maintain end-to-end campaign, which includes review, approvals, measurement, insights and optimizations.
• Oversee campaign calendar (dates, frequency, audience overlap, freeze dates) and serve as the main campaign lead for all day-to-day requests and prioritize based on bandwidth and business goals.
• Manage campaign strategy, assets, campaign request forms (CRFs) and approvals.
• Identify rigorous A/B and multivariate test-and-learn methodologies to achieve desired campaign results.
• Ensure campaigns comply with best practices and also maintain brand identity and standards.
• Ensures optimal quality in campaign rendering, content, audience and segmentation, dynamic content and personalization, functional testing (links, tracking, etc.), send configuration, and scheduling parameters.
• Analyzes the success of past campaigns and uses data to make recommendations for optimization.
• Owns campaign performance reporting, including lead volume and conversion rates by channel to assess and optimize performance and update key stakeholders.
• Responsible for goals and KPIs; makes recommendations for testing and improvements.
• Help build and refine customer journey maps that document the customer journey across different campaign flows to understand where the largest conversion optimization opportunities are.
• Provision and manage user roles and permissions.
• Lead for day-to-day Health Cloud and Marketing Cloud support and maintenance.
• Perform regular system audits to ensure system functionality is working properly.
• Document and lead internal and external Health Cloud and Marketing Cloud support tickets resolution.
• Provide Marketing Cloud and Health Cloud configuration guidance and ongoing governance.
• Lead team members to learn and maintain SFMC knowledge including best practices, processes, training materials and documentation to ensure accuracy and quality of programs.
• Notifies stakeholders when campaigns are postponed, cancelled, and deployed.
• Complete other job-related assignments and special projects as directed.
• Collaborate with Salesforce Campaign Lead, IT analysts/leaders, and other resources as needed to develop and build solution designs in both Marketing Cloud and Health Cloud, including building integrations into Health Cloud from third-party platforms in coordination with IT resources.
• Build and maintain modular campaign template(s) that are responsive and incorporate brand standards and best practices.
• Build highly dynamic campaigns using HTML and AMPscript.
• Perform QA testing to ensure segmented audiences and content are accurate and rendering properly on different devices.
• Troubleshoot campaign development issues including template rendering, accurate links, accessibility, subscriber lookup, etc.
• Monitor FairWarning instance in Health Cloud and assess for risk or inappropriate access.
• Manage and segment audience data using the various Health Cloud and Marketing Cloud tools (audience builder, data extensions, API, filters, queries, etc.).

Education and Experience

• The knowledge, skills and abilities as indicated below are normally acquired through the successful completion of a Bachelor's degree from an accredited college or university in a related field.
• A minimum of five years' experience leading campaign ops
• A minimum of five years' experience with Salesforce including Health Cloud and Marketing Cloud

Knowledge & Skills

• Demonstrates the interpersonal skills necessary to establish solid customer relationships and to interact effectively with all levels of Beacon Health System associates.
• Knowledge of CAN-SPAM, GDPR and CCPA.
• Preference given to individual with Salesforce Certifications: MC Email Specialist.
• Certified PMP is preferred.
• Demonstrated ability to effectively develop solutions within a diverse technical team.
• Demonstrate ability to work on multiple projects simultaneously.

Working Conditions

• Works in an office environment.
• May be required to travel to off-site locations.
• Hybrid work environment.

Physical Demands

Requires the physical ability and stamina to perform the essential functions of the position.