Marketing Automation Specialist

PacBio; Menlo Park (CA); On-site; USD 120,000 - 160,000; Full time

Job summary

PacBio is seeking a Senior Specialist, Marketing Automation to own campaign execution and optimize customer and prospect engagement programs across global teams. You will be the primary owner of our Marketing Automation platform, guiding best practices for planning, designing, and executing robust campaigns that reach audiences worldwide and capture CRM data.

You will partner with marketing and commercial teams to launch, track, and report on digital campaigns (email, webinars, landing pages),

Qualifications

• 5+ years of experience with marketing automation systems; Pardot/Account Engagement automation tools a plus.
• Bachelor’s degree in marketing, business, or related discipline.
• Experience with B2B marketing strategy, especially in a complex buying cycle.
• Expertise in email best practices; Marketing/copywriting/editing skills a plus.
• Experience with CRM software, Salesforce preferred.
• Strong analytical skills.
• Ability to manage multiple deadline-driven tasks simultaneously.
• Keen attention to detail and strong organizational skills a plus.
• Excellent interpersonal, written, and verbal communication skills.

Responsibilities

• Develop and optimize lead scoring, segmentation and routing processes to improve lead qualification and timely outreach from global commercial teams.
• Improve and enhance system processes and automation rules within marketing automation platform and integrations with the CRM
• Primary business owner for B2B eCommerce store ensuring products, pricing and images are accurate and updated in coordination with new product introductions.
• Develop and execute email programs that are relevant and appealing to a variety of targeted audiences, including welcome, nurture, trigger, re-engagement and retention programs.
• Create and maintain the library of HTML templates, landing pages, and forms; manage list pulls and uploads for digital campaigns.
• Provide continuous improvement of e-marketing related activities, through A/B testing experimentation of campaign subject lines, content and offers, to provide strategic recommendations on how to improve response effectiveness and efficiency.
• Advise program owners of best practices regarding marketing automation capabilities, testing and projected results; host regular sessions to update stakeholders on campaign performance and best practices.
• Document marketing automation processes, programs and procedures.
• Ensure all external campaign source tracking is captured and data integrity is maintained within the system for closed loop reporting.
• Research and maintain knowledge of marketing automation practices and make recommendations to management on strategies to exploit new innovations.

Skills

Marketing automation

Email marketing

CRM (Salesforce)

Analytical skills

Project management

Communication skills

B2B marketing

Attention to detail

Education

Bachelor's degree

Tools

Pardot/Account Engagement

Salesforce

Job description

PacBio is looking for a Senior Specialist, Marketing Automation to own marketing campaign execution; enhancing customer and prospect engagement programs, ensuring the quality of marketing campaign communications, and providing Marketing Automation support to the global marketing team. You will be the primary business owner for our Marketing Automation platform and guiding best practices for planning, designing and executing robust marketing campaigns that reach desired audiences around the world and capture relevant data in our CRM.

Keys to your success in this rol

Your ability to partner with the extended marketing and commercial teams to launch, track and report out on digital campaigns, including email, webinars, web landing pages, etc. Your ability to establish and measure analytics and provide updates on performance. You are a power user of marketing automation and CRM systems, as well as digital analytical tools, such as Google Analytics. To really excel in this position, you must be a passionate, results-oriented self-starter who is analytical, tech savvy and has the capacity to be both a creative and strategic thinker.

Responsibilities

• Develop and optimize lead scoring, segmentation and routing processes to improve lead qualification and timely outreach from global commercial teams.
• Improve and enhance system processes and automation rules within marketing automation platform and integrations with the CRM
• Primary business owner for B2B eCommerce store ensuring products, pricing and images are accurate and updated in coordination with new product introductions.
• Develop and execute email programs that are relevant and appealing to a variety of targeted audiences, including welcome, nurture, trigger, re-engagement and retention programs.
• Create and maintain the library of HTML templates, landing pages, and forms; manage list pulls and uploads for digital campaigns.
• Provide continuous improvement of e-marketing related activities, through A/B testing experimentation of campaign subject lines, content and offers, to provide strategic recommendations on how to improve response effectiveness and efficiency.
• Advise program owners of best practices regarding marketing automation capabilities, testing and projected results; host regular sessions to update stakeholders on campaign performance and best practices.
• Document marketing automation processes, programs and procedures.
• Ensure all external campaign source tracking is captured and data integrity is maintained within the system for closed loop reporting.
• Research and maintain knowledge of marketing automation practices and make recommendations to management on strategies to exploit new innovations.

Qualifications

• 5+ years of experience with marketing automation systems; Pardot/Account Engagement automation tools a plus.
• Bachelor’s degree in marketing, business, or related discipline.
• Experience with B2B marketing strategy, especially in a complex buying cycle.
• Expertise in email best practices; Marketing/copywriting/editing skills a plus.
• Experience with CRM software, Salesforce preferred.
• Strong analytical skills.
• Ability to manage multiple deadline-driven tasks simultaneously.
• Keen attention to detail and strong organizational skills a plus.
• Excellent interpersonal, written, and verbal communication skills.

Candidates must have current authorization to work in the United States without the need for present or future sponsorship.

Non-Field Based Employees are required to be onsite Monday-Thursday (Friday work from home). Depending on the role, some employees may be required to be 100% onsite.

You may be required from time to time to visit and work at PacBio locations and for such times as the Company considers necessary for the proper performance of your duties.

All listed tasks and responsibilities are deemed as essential functions to this position; however, business conditions may require reasonable accommodations for additional tasks and responsibilities.

All qualified applicants will receive consideration for employment without regard to race, sex, color, religion, national origin, protected veteran status, or on the basis of disability, gender identity, and sexual orientation.