Marketing Automation Specialist (22369)

Marketing Automation Specialist


The Marketing Data Manager is responsible for data orchestration and activation within and between Salesforce Marketing Cloud, Service Cloud and Data Management Platform (DMP) using first, second- and third-party data to support overall marketing strategy to drive acquisition, engagement and retention for all Greyhound Brands.  This role requires a passion for marketing, experience with adtech and a sound understanding of how data can drive marketing insights and actions leading to higher customer engagement. 

Leveraging data assets and the power of the marketing platforms, this role is pivotal in using Marketing Cloud, the DMP and an expansive proprietary dataset to create segmentations, automations and journeys to support marketing strategies and campaigns, measuring results and optimizing on an on-going basis.  This position will help lead the implementation and optimization of the DMP to execute cross-channel consumer and programmatic campaigns.  They will drive the evolution of audience management and targeting across all channels and support aggregations of first, second & third-party audience data and manage the DMP to support the execution of own channel and paid media campaigns.


  • Identify and structure data needed to develop and create customer journeys, segment audiences and set up and analyze statistically sound A/B tests
  • Design, build and deploy Marketing Cloud automations, customer communications and marketing journeys, expanding opportunities to personalize, providing value to customers and create higher customer engagement
  • Design, build and deploy data ingestion processes and Data Extensions to support the CRM expansion roadmap partnering with data scientists, program managers and IT teams
  • Create and maintain customer journey analyses identifying opportunities for growth, improvement and/or new testing opportunities across Marketing, Service and Advertising
  • Taking full responsibility for the operation of the DMP as the DMP admin, including the collection, unification, organization and activation of the company’s data as well as 2nd and 3rd party data, following all applicable legal requirements, while also maintaining users, roles and permissions
  • Help lead implementation of the DMP solution, stand-up, operationalize and facilitate use of the DMP by the internal marketing teams and agencies. Translate business requirements into technical requirements for implementation, data taxonomy and tracking
  • Develop advanced customer segmentation strategies and use segmentation to drive omni-channel presence and personalization, build audiences in partnership with paid media teams, target and find those customers (and similar customers using look-a-like modeling) across marketing channels
  • Partner with internal and external marketing teams to develop testing capabilities across Marketing Cloud and DMP segments
  • Help define future Marketing Cloud and DMP requirements, priorities and roadmap and track to completion, including new integrations within and outside the platforms with digital vendors and internal data warehouses to enhance audience capabilities
  • Coordinate with internal teams to ensure tag architecture, data layer components and tag implementation capture the necessary data for marketing decisioning
  • Be the subject matter expert in audience data management and insights – build a learning agenda to educate internal teams and evangelize audience management best practices
  • Ad Hoc projects as assigned


  • Bachelor’s degree required
  • 2+ years’ experience in CRM / email marketing (Salesforce Marketing Cloud experience a plus)
  • 1+ years’ experience working in a DMP (Salesforce / Krux preferred)
  • Strong understanding and a passion for digital marketing, including CRM, Social and Advertising
  • Understanding a customer journey and how to influence the customer across various marketing channels, both owned and paid
  • Proven track record for problem resolution and successful completion of complex tasks
  • Team player with excellent interpersonal skills, ability to collaborate, self-motivated, strong work ethic, can-do attitude in a fast-moving environment
  • Great at building relationships and maintaining diplomacy in times of stress
  • Exceptional organizational and project management skills to keep programs and teams on track
  • Versatile / flexible: can manage competing demands and prioritize effectively and knows when to ask for help
  • Strong communication, story-telling and presentation skills with the ability to tailor messaging to different audiences and different functions; ability to take complex and make it simple
  • Problem solver who can add value even when working outside of normal scope of duties
  • Willingness and ability to learn and research independently
  • Strong analytical skills including skills to rapidly learn new data assets
  • Travel: Less than 10% of the time

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689942 - Dallas ODC
350 N. St. Paul Street, Dallas, TX, USA, 75201
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