As the steward of the university’s primary marketing automation tool, they will ensure that it is meeting business needs while planning for effective growth and management of the platform so that it can easily scale up to meet future use cases. An understanding of the feasibility of a request is important so that the larger marketing automation working team can then make an informed decision to see if the ROI is worthwhile.
This position doesn’t require traditional developer skills. The person in this role doesn’t need to be able to write large amounts of code, but they need to be conversant and understanding in code to interface with other programmers on the team and steward and audit code output from AI tools.
These responsibilities mean that the individual in this role must excel at explaining complex technologies and tactics to audiences unfamiliar with marketing automation.
Marketing automation inherently requires a lot of data analysis to guide actions and marketing tactics. While the individual in this position is not a data analyst, they should have rudimentary data skills to be able to translate requests from marketing colleagues into actionable metrics reports.
Experience with Salesforce Marketing Cloud is preferred, but hands-on experience with any marketing automation tool such as Hubspot, Marketo, Pardot or Acoustic is also acceptable. Certification in any marketing automation software is a plus. Experience with non-marketing CRM functionality would provide equivalent knowledge for this position.
The individual in this position will also help configure data integrations with other campus systems and data sources. They should be able to clearly articulate the format of the needed data and how that appropriately formatted data can be integrated into the marketing automation platform through native CRM connectors, scheduled workflow automation, journey entry sources and REST API connections.
To effectively integrate Salesforce Marketing Cloud into NC State’s existing web ecosystem, the individual in this position needs to have a working knowledge of front-end web development including HTML, CSS, and JavaScript, along with HTML email coding with inline CSS. SQL proficiency for querying platform subscriber data structures and building scheduled query activities is essential. Familiarity with platform-native scripting languages for dynamic content personalization, as well as Server-Side JavaScript, is strongly preferred. While PHP and WordPress familiarity is helpful given NC State’s web ecosystem, these are not core requirements of the role.
The individual in this position will be able to piece together creative solutions using existing tools while also conducting research into what additional tooling might be needed to create a truly impactful solution for a partner’s needs. The marketing web automation developer will also support marketing automation platform users by troubleshooting technical issues as needed.
As University Communications and Marketing’s marketing automation tool expert, the individual in this position will act as a resource and internal consultant to help others train on and leverage the platform. This will allow others to carry out basic tasks within the platform more independently and reserve the technical manager’s time for more advanced tasks and configurations.
