Director, Marketing Automation

📋 Description

• • Lead marketing automation strategy and operations across email, CRM integration, audience segmentation, and Salesforce Account Engagement (Pardot) platform capabilities.
• • Own the marketing automation roadmap, including audits of current MAP landscape, recommendations for data accuracy improvements, and development of lead scoring models and contact segmentation frameworks.
• • Serve as the primary marketing automation stakeholder in all CRM discussions, aligning automation capabilities with Salesforce platform roadmap and Sales team requirements.
• • Develop and maintain lead and MQL scorecards, qualification frameworks, and scoring playbooks in partnership with Demand Generation and Sales teams.
• • Drive multi-channel audience strategy by collaborating with business and digital teams to align segmentation approaches and execute test-and-learn programs that improve acquisition, engagement, revenue, and retention metrics.
• • Lead the email team by establishing, overseeing, and monitoring the email calendar, campaign development, and execution workflows across cross-functional teams.
• • Implement trigger-based email journeys and automated nurture programs to guide contacts through their lifecycle with Curriculum Associates.
• • Optimize email performance through continuous A/B testing of subject lines, layout, format, and frequency; analyze results and socialize insights to inform future planning.
• • Establish and enforce email and marketing automation best practices across the marketing organization.
• • Train Sales teams on email protocols and Salesforce Engage usage, including creation of templates for Salesforce lists and Engage license utilization.
• • Implement auto-response processes for timely lead follow-up and oversee one-click unsubscribe, opt-out, and suppression mechanisms to ensure compliance with CAN-SPAM, GDPR, COPPA, and FERPA.
• • Develop and monitor internal seed lists for testing and quality assurance purposes.
• • Own the central campaign connector strategy across all marketing touchpoints including forms, landing pages, email, and social.
• • Integrate event data from Cvent by partnering with the events team on configuration and data activation to support customer engagement programs.
• • Drive automation strategy for social and customer engagement in collaboration with Social Marketing.
• • Own chatbot automation playbooks aligned to vendor strategy, partnering with Director, Martech on platform and integration decisions.
• • Direct dotted-line offshore automation specialist in India, defining KPIs, assigning tasks, and QA-ing deliverables for journey builds, list processing, and campaign deployment support.
• • Socialize marketing automation strategy with Marketing and key business partners through regular communication and alignment meetings.
• • Ensure all automation workflows comply with CAN-SPAM, GDPR, COPPA, and FERPA regulations specific to K–12 B2B marketing environments.
• • Manage less than twice-monthly travel to Company offices for in-person collaboration.