Marketing Automation Lead: Journeys & Growth

Wellmark Blue Cross and Blue Shield; Des Moines (IA); On-site; USD 90,000 - 130,000; Full time

Job summary

Wellmark Blue Cross Blue Shield is seeking a Marketing Automation Manager to own the plan for marketing automation, customer data usage, segmentation, triggers, and workflow logic to execute strategies efficiently and at scale.

You will collaborate with stakeholders to translate marketing strategies into automated journeys, develop scalable journeys, and measure impact across acquisition, onboarding, engagement, retention, and benefit utilization in key markets, leveraging Martech tools.

Qualifications

• Bachelor's degree in marketing or a related field.
• Minimum of 5 years of experience in performance marketing, integrated digital marketing, marketing automation or a similar role.
• Shows proven outcomes of previous campaign efforts aligned to goals.
• Strong expertise in campaign management across various digital channels.
• Demonstrated knowledge of email marketing, including segmentation, personalization, A/B testing, and deliverability.
• Analytical mindset with the ability to interpret data, generate insights, and make data-driven decisions.
• Excellent project management skills with the ability to prioritize tasks, meet deadlines, and manage multiple campaigns simultaneously.
• Strong critical thinking and problem‑solving skills.
• Strong bias for action and data-driven decisions.
• Strong communication and collaboration skills to effectively coordinate with cross‑functional teams.
• Extreme attention to detail to ensure data integrity and consistency.
• Up to date on the latest industry trends, technologies, and best practices in performance marketing and email marketing.
• Adobe Marketo Engage technical proficiency.
• Experience in Adobe Experience Cloud, Customer Journey Analytics, Adobe Workfront, Adobe Experience Manager – Edge Delivery Services and Assets.
• Health care experience.
• Experience in various types of campaigns such as performance marketing, promotional marketing email marketing, lead nurturing, multi‑step campaigns, drip campaigns, triggered campaigns, etc.
• Ability to work cross‑functionally and manage simultaneous projects.
• Flourishes with digital innovation and evaluating trends in a changing landscape.

Responsibilities

• Own the plan for how we use marketing automation capabilities, customer data, segmentation, triggers, workflow logic, testing, and operational standards to execute approved marketing strategies more efficiently and effectively.
• Develop scalable, reusable journeys, governance practices, and measurement approaches that support targeted, personalized, integrated marketing automation campaign strategies at scale.
• Collaborate with key stakeholders to understand business goals, translate approved marketing strategies into automated journeys, and recommend effective approaches.
• Increase engagement, leads, acquisition, retention, and benefit utilization in key markets.
• Drive multi-channel automation strategy, customer journey development, and ongoing campaign optimization across lifecycle stages.
• Anayze performance metrics, run tests (A/B), and continually optimize campaigns.
• Ensure compliance with marketing regulations and data privacy policies.

Skills

Marketing automation

Performance marketing

Campaign management

Email marketing

A/B testing

Data analysis

Project management

Cross-functional collaboration

Data-driven decisions

Attention to detail

Education

Bachelor's degree in marketing or related field

Tools

Adobe Marketo Engage

Adobe Experience Cloud

Customer Journey Analytics

Adobe Workfront

Adobe Experience Manager – Edge Delivery Services and Assets

Job description

Wellmark Blue Cross Blue Shield is seeking a Marketing Automation Manager to own the plan for marketing automation, customer data usage, segmentation, triggers, and workflow logic to execute strategies efficiently and at scale.

You will collaborate with stakeholders to translate marketing strategies into automated journeys, develop scalable journeys, and measure impact across acquisition, onboarding, engagement, retention, and benefit utilization in key markets, leveraging Martech tools.