Overview

The Marketing Automation Campaign Manager, equipped with strong knowledge of SQL, leads a mix of automation, analytics, data flows, and technology, serving as an integral component of Brookdale Senior Living’s email and SMS (text) marketing programs.

Leveraging Salesforce Marketing Cloud to fulfill data needs as part of the Lifecycle Marketing Team, they collaborate across the Brookdale footprint (Marketing, IT, Resident & Family, Agency Partners, and Sales Operations, etc.) to develop new campaigns that facilitate the organization’s goals through a data-driven test and learn approach.

They formulate marketing data strategies and approaches to drive growth across multi-media channels including digital, social media, direct mail, print, text, and email marketing, with a primary focus on lead generation, nurture, and retention-based efforts.

This is an incentive based position, which may include bonuses, incentive or commission plans.

To support our associates in their journey to become a U.S. citizen, Brookdale offers to advance fees for naturalization (Form N-400) application costs, up to $725, less applicable taxes and withholding, for qualified associates who have been with us for at least a year.

Responsibilities

The Marketing Automation Campaign Manager leads a mix of automation, analytics, data flows and technology and is an integral component of Brookdale Senior Living’s email and SMS (text) marketing programs. Leverages Salesforce Marketing Cloud to provide data needs as part of the Lifecycle Marketing Team and partner across the Brookdale footprint (Marketing, IT, Resident & Family, Agency Partners, and Sales Operations, etc.) to develop new campaigns that help achieve the organization’s goals using a data-driven test and learn approach. Leads a team to build the marketing data strategies and approach to drive growth across multi-media channels including digital, social media, direct mail, print, text and email marketing, focusing on lead generation, nurture and retention based efforts.

• Develops an overall CRM strategy leveraging Lifecycle Marketing Channels (email, texting, Customer Data Platform, direct mail, print, digital, social media, etc.) to drive success against critical KPIs (lead nurturing and resident retention).

• Owns and oversees the end to end management of marketing data strategy for a broad set of automated, triggered and manually-sent communications throughout the customer lifecycle (lead, visit, move-in) with an emphasis on email and text media channels.

• Develops a comprehensive marketing data strategy and approach to use data to drive performance for both digital and traditional media marketing programs. Leads the development of user journeys, automation platforms, complex data segmentation and personalization across the customer lifecycle.

• Oversees analysis and reporting of complex sets of data in order to generate insights that inform program strategy, segmentation and reveal new opportunities; responsible for owning data insights for Lifecycle marketing in order to provide trend data, best practices and learnings for broader marketing team.

• Acts as a Center of Excellence for marketing data to provide: competitive information, generate best practices, innovations, and assesses applicability to Brookdale’s marketing data program. Builds on successes and makes recommendations for future improvements.

• Conducts quarterly data hygiene reviews and assists in the administration and management of enterprise marketing data governance practices; collaborates with internal IT data architecture leaders and developers to establish standards and best practices in the design, development and use of master data management and data virtualization solutions.

• Provides leadership and collaborates with key internal business partners such as Legal, Sales, Operations, and IT to facilitate discussion, make data-driven decisions to optimize the customer journey.

This job description represents an overview of the responsibilities for the above referenced position. It is not intended to represent a comprehensive list of responsibilities. An associate should perform all duties as assigned by his/her supervisor.

Qualifications

Education and ExperienceMinimum of 8 years of experience leading successful CRM efforts for B2C and B2B marketing customer acquisition and retention strategies; enterprise level preferred. An Associate’s or Bachelor’s Degree may be substituted on a year for year basis in lieu of professional experience. Minimum of 3 years of supervisory experience. Experience creating, executing and optimizing marketing customer strategies, as well as experience using Salesforce Marketing Cloud data integrations such as cloud connector, data extensions and integration with third party platforms, etc. is required. Strong knowledge of AMPscript and SQL; working knowledge of JavaScript, HTML, CSS, a plus.

Certifications, Licenses, and Other Special RequirementsEnterprise ESP or CRM experience, preferred. Salesforce Marketing Cloud Certifications (Developer, Administrator, Consultant), a plus.

Management/Decision MakingUses strong analytic skills and in-depth understanding of the organization in order to handle arising problems and issues. Solves diverse problems using solid analytical skills where limited precedents and guidelines exist.

Knowledge and SkillsHas an advanced knowledge of the organization, industry, and/or functional discipline. Extensive understanding of technical areas gained through experience and used to complete and/or oversee assignments. Excellent written and verbal communication skills. Deep understanding of email marketing including business strategy, deliverability, testing and optimization, database segmentation and analytics, optimization, CAN-SPAM and other compliance regulations. Proficient in Microsoft Suite, especially Excel. Knowledge of test and learn practices (A/B Testing, Multivariate Testing, etc.).

Physical Demands and Working Conditions

• Standing

• Walking

• Sitting

• Use hands and fingers to handle or feel

• Reach with hands and arms

• Stoop, kneel, crouch, or crawl

• Talk or hear

• Vision

• Requires interaction with co-workers, residents or vendors

Brookdale is an equal opportunity employer and a drug-free workplace.

Salary Range Information

$100,650 - $128,212 / year

Job LocationsUS-TN-Brentwood

CategorySales & Marketing

Sub-CategoryE-Business/Commerce

Position Type (Portal Searching)Regular Full-Time

ID2024-243771

Location : NameDigital Marketing-NSH

Location : Address111 Westwood Place

Location : LocationUS-TN-Brentwood

Work LocationOn-Site