Marketing Automation Manager

Wellmark-Blue-Cross-and-Blue-Shiel; Des Moines (IA); On-site; USD 95,000 - 140,000; Full time

Job summary

Wellmark Blue Cross Blue Shield in Des Moines, IA is seeking a Marketing Automation Manager to own and evolve the marketing automation roadmap. You will drive multi-channel campaigns, customer journeys, and measurement, collaborating with stakeholders to increase engagement, leads, and retention.

The ideal candidate has 5+ years in performance marketing, strong email marketing experience, and a data-driven approach.

Qualifications

• Bachelor's degree in marketing or related field.
• Minimum of 5 years of experience in performance marketing, integrated digital marketing, marketing automation or similar role.
• Strong expertise in campaign management across digital channels.
• Experience in email marketing including segmentation, personalization, A/B testing, and deliverability.
• Analytical mindset with data-driven decision making.
• Excellent project management and ability to manage multiple campaigns.

Responsibilities

• Owns planning and governance of marketing automation campaigns and journeys.
• Translate marketing strategies into automated journeys and actionable workflows.
• Collaborate with stakeholders to improve engagement, leads, acquisition, retention, and utilization across markets.
• Monitor performance, run test-and-learn, and optimize campaigns across lifecycle stages.

Skills

Performance marketing

Campaign management

Email marketing

Data analysis

Project management

Cross-functional collaboration

A/B testing

Customer journey optimization

Education

Bachelor's degree in marketing

Tools

Adobe Marketo Engage

Adobe Experience Cloud

Adobe Workfront

Adobe Experience Manager – Edge Delivery Services

Job description

• Department: Marketing | Digital | Communications
• Pay Grade: 21

Company Description

Why Wellmark: We are a mutual insurance company owned by our policy holders across Iowa and South Dakota, and we’ve built our reputation on over 80 years’ worth of trust. We are not motivated by profits. We are motivated by the well-being of our friends, family, and neighbors–our members. If you’re passionate about joining an organization working hard to put its members first, to provide best-in-class service, and one that is committed to sustainability and innovation, consider applying today!

Learn more about our unique benefit offeringshere .

Job Description

As a Marketing Automation Manager at Wellmark, youownthe plan for howweusemarketing automationcapabilities, customer data,segmentation,triggers,workflow logic, testing, and operational standards to execute approved marketing strategies more efficiently and effectively.This includesadvancingthematurity of Wellmark’s marketing automation capability by developing scalable, reusable journeys, governance practices, and measurement approaches that supporttargeted, personalized, integrated marketing automation campaign strategies at scale. You will collaboratewith key stakeholders to understandbusinessgoals, translate approved marketing strategies into automated journeys, and recommendeffectiveapproachesthat increase engagement, leads,acquisition,retention, and benefitutilizationin key markets.

Ideal candidateshave experience drivingmulti-channelautomation strategy, customer journey development, and ongoing campaign optimizationacross lifecycle stages such as acquisition, onboarding, engagement, benefitutilization, retention, and re-engagement. You bring strong technical and data fluency, with the ability to work across automation platforms, customer data, audience segmentation, campaign triggers, workflow logic, A/B testing, performance reporting, and continuous optimization.You are passionateabout automation technology and enjoy the challenge of keeping up with, and continuously learning, the ever-changing technology landscape.You have a demonstrated history of building successful relationships withpeers and cross-functional partners,with the ability to adapt to dynamic business needs. Lastly,you are data-drivenand understand the power of usingmetrics such as engagement, conversion, retention impact, acquisition efficiency, and automation productivity gainsto inform campaign strategy andimproveend-user engagement.

Qualifications

Required:

• 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.

Preferred:

• Adobe Marketo Engage technical proficiency.
• Experience in Adobe Experience Cloud, Customer Journey Analytics, Adobe Workfront, Adobe Experience Manager – Edge Delivery Services and Assets.
• 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.

Additional Information

• a. Directly accountable for development and deployment of marketing automation and corresponding roadmap.
• b. Proficient in designing, deploying and measuring marketing automation tactics, leveraging Martech stack capabilities.
• c. Accountable for business impact metrics such as conversion lift, enrollment influence, retention impact, acquisition efficiency, and automation productivity gains.
• d. Partners with peers and stakeholders to define audience segmentation approaches and operationalize customer data for targeted, personalized, and automated marketing programs.
• e. Partner with peers and stakeholders to design and optimize lifecycle programs across customer journeys.
• f. Proactively identify and develop strategies for automation opportunities across acquisition, onboarding, engagement, benefit utilization, retention, and re-engagement.
• g. Drive for continuous improvement of CRM, unified data hub or CDP, and marketing automation integration.
• h. Orchestrate and build multi-step, multi-channel journeys.
• i. Collaborate with cross-functional teams to leverage customer insights, segmentation strategies, and personalization techniques for highly targeted and effective use of marketing automation capabilities.
• j. Create marketing automation and personalization test & learn strategies to leverage learnings to continually improve business outcomes.
• k. Leverage best practice research and analyze market and discipline-related activities to inform planning and optimize performance.
• l. Continuously monitor campaign performance, analyze key metrics, and identify opportunities for optimization and improvement.
• m. Conduct regular reviews of results with leadership.
• n. Collaborates with vendors and partners with Tech on tool configurations to evolve marketing technology and strategize repeatable, compliant and scalable processes.
• o. Ensure compliance with marketing regulations, data privacy policies, and best practices by following Wellmark Brand, WCAG (Web Content Accessibility Guidelines), GDPR (General Data Protection Regulation), CCAA (California Consumer Privacy Act), CAN-SPAM, CMS (Centers for Medicare & Medicaid Services), ACA (Affordable Care Act), and MCMG (Medicare Communications and Marketing Guidelines) regulations.
• p. Stay up to date with industry trends, emerging platforms, and best practices to drive innovation and enhance campaign effectiveness and performance.
• q. Champion marketing automation initiatives throughout the organization.
• r. Other duties as assigned.

An Equal Opportunity Employer

The policy of Wellmark Blue Cross Blue Shield is to recruit, hire, train and promote individuals in all job classifications without regard to race, color, religion, sex, national origin, age, veteran status, disability, sexual orientation, gender identity or any other characteristic protected by law.

Applicants requiring a reasonable accommodation due to a disability at any stage of the employment application process should contact us at [e-mail]

At this time, Wellmark is not considering applicants for this position that require any type of immigration sponsorship (additional work authorization or permanent work authorization) now or in the future to work in the United States. This includes, but IS NOT LIMITED TO: F1-OPT, F1-CPT, H-1B, TN, L-1, J-1, etc. For additional information around work authorization needs please refer to the following resources:Nonimmigrant Workers and Green Card for Employment-Based Immigrants

Wellmark supports and expects the responsible use of AI for our workforce! We welcome the responsible use of these tools by job seekers as well and are interested in learning from you; you will have an opportunity in the application process to share which tools you used and how you applied them.

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