Liaison International
Marketing Automation Specialist
Job Description
At Liaison, we’ve helped higher education institutions build better, more diverse classes for three decades. You may recognize us as the company behind the Centralized Application Service (CAS), Enrollment Marketing services and platform (EMP), SlideRoom, Time2Track, TargetX (CRM) and Othot.
Everything we do is focused on taking that proven success and expanding its scope and scale. Over 31,000 programs on more than 1,000 campuses see us as a forward-thinking partner integral to meeting their total enrollment goals — and we’re building the data- and mission-driven team that will reinforce our role for decades to come.
The Marketing Automation Specialist will play a critical role in building, executing, and optimizing marketing campaigns to drive client engagement and conversion. This role involves creating, managing, and analyzing sophisticated, multi-channel marketing workflows across email, landing pages, and integrations with CRM systems. The ideal candidate will possess strong technical skills, a keen eye for detail, and a passion for leveraging data to optimize campaign performance. This role will work closely with the Manager of Marketing Technology, campaign architects, and various client-facing teams to ensure seamless execution and optimal performance of all marketing initiatives.
Responsibilities:
- Campaign Building and Execution:
- Develop, build, and deploy marketing campaigns within our automation platforms, following structured inputs from campaign architects and aligning with client objectives.
- Set up and manage complex workflows, triggers, and dynamic content to deliver personalized messages at scale.
- Collaborate with cross-functional teams to ensure proper setup of tracking, segmentation, and data flows.
- Data Integration and Management:
- Work closely with the Marketing Technology Specialists to manage and maintain integrations between our marketing automation platform (EMP) and CRM systems (e.g., TargetX).
- Ensure smooth and accurate data transfer across platforms, maintaining data integrity and alignment with marketing goals.
- Implement segmentation strategies based on appended household data, ensuring robust targeting for personalized campaigns.
- Testing, Monitoring, and Optimization:
- Conduct A/B testing to refine messaging, subject lines, and content, optimizing campaigns for engagement and conversion.
- Monitor deliverability, open rates, and click-through rates to assess and improve campaign performance.
- Collaborate with Marketing Technology Architect to address email deliverability issues and optimize for inbox placement.
- Platform Management and Troubleshooting:
- Act as a key user of the Enrollment Marketing Platform, managing day-to-day tasks and troubleshooting issues as they arise.
- Work alongside development and technical teams to resolve bugs and maintain high-quality functionality.
- Collaboration and Support:
- Provide ongoing support to Client Success and Project Management teams, offering guidance on best practices and potential automation solutions.
- Support new campaign architects in mapping out campaign segments and cadence to ensure smooth execution within our marketing platform.
Qualifications:
- Experience: 2+ years in a marketing automation or digital marketing role, ideally within higher education or a B2B agency environment.
- Technical Skills: Proficiency in marketing automation platforms as well as CRM platforms, basic HTML, and familiarity with data integration workflows.
- Analytical Skills: Ability to analyze data to derive actionable insights and optimize campaigns; experience with A/B testing and campaign performance reporting.
- Attention to Detail: Strong organizational skills and attention to detail, ensuring accuracy in all campaign executions and data management.
- Communication Skills: Excellent written and verbal communication skills, with the ability to collaborate effectively across teams.
