Salesforce Marketing Specialist

Commonwealth of VA Careers; Virginia (MN); On-site; USD 75,000 - 85,000; Full time

Job summary

Northern VA Community College is seeking a Salesforce Marketing Specialist to plan, develop, and optimize data-driven marketing communications supporting enrollment goals across the student lifecycle. The role serves as the primary administrator for Salesforce Marketing Cloud, Analytics, and related CRM technologies, collaborating with Enrollment Marketing, OSI, DEOR, Web Services, and external agencies.

This position offers telework eligibility after completion of state one-year probationary

Qualifications

• Ability to analyze and synthesize complex data from multiple sources and communicate actionable insights.
• Ability to collaborate effectively with technical teams, agency partners, and institutional stakeholders.
• Strong understanding of marketing attribution, enrollment funnel analysis, and performance measurement.
• Strong understanding of CRM systems, marketing automation, and lifecycle marketing principles.

Responsibilities

• Design, build, manage, and optimize automated communication journeys in Salesforce Marketing Cloud.
• Develop and implement audience segmentation strategies based on student demographics, behaviors, lifecycle stage, and engagement data.
• Serve as Enrollment Marketing's lead analyst for marketing performance, enrollment funnel reporting, and campaign attribution insights.
• Develop, maintain, and optimize Marketing Cloud Intelligence dashboards that connect campaign activity, engagement, inquiries, applications, and enrollment outcomes.
• Monitor key performance indicators across the student lifecycle and identify opportunities to improve conversion rates and enrollment performance.
• Partner with external marketing agencies to ensure alignment between paid media campaigns, website experiences, CRM communications, and reporting.
• Provide guidance, training, and oversight to student employees, temporary staff, or other assigned personnel supporting CRM initiatives, outreach efforts, and enrollment marketing projects.
• Lead CRM-related projects and coordinate work among internal stakeholders to ensure successful implementation and execution.

Skills

Data analysis

Stakeholder collaboration

Marketing attribution

CRM & lifecycle marketing

Tools

Salesforce Marketing Cloud

Marketing Cloud Intelligence

Salesforce CRM

Job description

Title: Salesforce Marketing Specialist

Agency: Northern VA Community College

Location: Fairfax County - 059

FLSA: Exempt

Hiring Range: $75,000 - $85,000

Full Time or Part Time: Full Time

Job Description

General Description

The Salesforce Marketing Specialist is responsible for planning, developing, executing, optimizing, and evaluating data-driven marketing communications that support enrollment goals and student engagement throughout the student lifecycle. This position serves as Enrollment Marketing's primary administrator and subject matter expert for Salesforce, Salesforce Marketing Cloud, Marketing Cloud Intelligence, and related CRM technologies. The Specialist leverages marketing automation, audience segmentation, reporting, and analytics to support recruitment and enrollment efforts. The Specialist collaborates closely with Enrollment Marketing, OSI, DEOR, Web Services, institutional stakeholders, and external marketing partners.

***This position is eligible for telework after completion of state one-year probationary period. ***

Duties and Tasks

• Design, build, manage, and optimize automated communication journeys in Salesforce Marketing Cloud.


• Develop and implement audience segmentation strategies based on student demographics, behaviors, interests, lifecycle stage, and engagement data.


• Serve as Enrollment Marketing's lead analyst for marketing performance, enrollment funnel reporting, and campaign attribution insights.


• Develop, maintain, and optimize Marketing Cloud Intelligence dashboards that connect campaign activity, engagement, inquiries, applications, and enrollment outcomes.


• Monitor key performance indicators across the student lifecycle and identify opportunities to improve conversion rates and enrollment performance.


• Partner with external marketing agencies to ensure alignment between paid media campaigns, website experiences, CRM communications, and reporting.


• Provide guidance, training, and oversight to student employees, temporary staff, or other assigned personnel supporting CRM initiatives, outreach efforts, and enrollment marketing projects.


• Lead CRM-related projects and coordinate work among internal stakeholders to ensure successful implementation and execution.

Minimum Qualifications

KSAs

• Ability to analyze and synthesize complex data from multiple sources and communicate actionable insights.


• Ability to collaborate effectively with technical teams, agency partners, and institutional stakeholders.


• Strong understanding of marketing attribution, enrollment funnel analysis, and performance measurement.


• Strong understanding of CRM systems, marketing automation, and lifecycle marketing principles.

Minimum Work Experience

• Experience with Salesforce CRM.


• Experience in marketing, communications, business or related field.


• Experience developing reports, dashboards, or performance measurement frameworks.


• Experience coordinating and implementing integrated marketing campaigns.

Additional Considerations

• Experience in higher education.


• Experience with Salesforce Marketing Cloud.


• Experience with Marketing Cloud Intelligence (formerly Datorama).


• Experience writing AMPscript and SQL queries.