Marketing Automation Specialist

Marketing Automation & Digital Content Specialist

The Marketing Automation & Digital Content Specialist executes digital marketing campaigns across marketing automation and website platforms. This role builds and deploys emails, landing pages, forms, and audience segments, while also handling ongoing website updates and content publishing across enterprise CMS platforms. Working within a MarTech environment, this role ensures assets are accurately built, tested, and deployed, while meeting accessibility (WCAG) and data privacy standards. Success requires a detail-oriented operator who can manage multiple campaign builds and website updates, troubleshoot issues, and collaborate across marketing and technical teams. Core focus areas include marketing automation platform execution, campaign asset production (emails, landing pages, forms), audience segmentation, and enterprise CMS content management, along with the support and maintenance of digital marketing channels and MarTech systems. This role supports both automated campaign deployment and ongoing website content operations within a multi-site enterprise environment.

Key Responsibilities

• Build and deploy marketing email campaigns within the marketing automation platform.
• Develop and maintain reusable HTML-based email templates and modular campaign components.
• Configure campaign assets including emails, landing pages, forms, and dynamic content.
• Support the execution of automated engagement programs, including asset updates and campaign configuration.
• Perform QA testing on campaign assets including email rendering, link validation, and personalization checks.
• Troubleshoot issues related to email templates, landing pages, forms, and campaign assets.

• Build, modify, and maintain responsive HTML-based email templates for marketing campaigns and automated programs.
• Develop and maintain modular email components to support scalable campaign production.
• Troubleshoot rendering issues across major email clients including Outlook, Gmail, and mobile devices.
• Configure personalization fields and dynamic content within email templates.

• Assist with building and managing dynamic and static audience segments.
• Prepare and validate audience lists prior to campaign deployment.
• Support campaign setup activities including segmentation, asset readiness, and deployment preparation.
• Maintain suppression lists and ensure alignment with data privacy and compliance standards (CAN-SPAM).

• Manage, publish, and maintain content across enterprise CMS platforms (e.g., WordPress, Umbraco, Kentico).
• Perform ongoing website updates and page maintenance across existing sites.
• Build and update campaign landing pages and supporting digital content.
• Ensure content accuracy, brand consistency, accessibility (WCAG), and compliance requirements.
• Maintain site structure, page hierarchies, CTAs, and internal linking to support user experience.

• Support paid search and paid social campaigns through landing page updates and campaign asset alignment.
• Build and update landing pages used in digital marketing initiatives.
• Write short-form campaign copy and CTAs to support engagement and conversion.

• Implement on-page SEO best practices including metadata, content formatting, and internal linking.
• Support content updates to align with SEO and campaign requirements.
• Assist with basic SEO improvements during content publishing and page updates.

• Partner with marketing managers, campaign owners, designers, and developers to execute digital marketing initiatives.
• Manage multiple campaign builds and website updates simultaneously while maintaining accuracy and quality.
• Follow established workflows and documentation standards within the MarTech environment.

Required Skills & Competencies

• Hands-on experience working with marketing automation platforms (Salesforce Marketing Cloud Account Engagement / Pardot preferred; MS Dynamics 365 a plus).
• Experience editing and troubleshooting HTML email templates within marketing automation platforms is strongly preferred.
• Experience building and deploying email campaigns, landing pages, forms, and marketing campaign assets.
• Working knowledge of HTML and CSS for responsive email development.
• Experience managing and updating digital content within enterprise CMS platforms.
• Understanding of audience segmentation, targeting, and campaign workflows.
• Strong attention to detail in campaign QA, testing, and deployment validation.

• Understanding of on-page SEO fundamentals, including metadata, content structure, and internal linking.

Professional & Soft Skills

• Strong attention to detail with a focus on accuracy, QA, and execution quality.
• Ability to manage multiple campaign builds and website updates in a fast-paced environment.
• Strong problem-solving skills with the ability to troubleshoot campaign and template issues.
• Effective written and verbal communication skills.
• Ability to work both independently and collaboratively across cross-functional teams.
• Adaptability and willingness to learn new tools, platforms, and processes.

Qualifications

• Bachelor's degree in Marketing, Digital Marketing, Communications, Business, or related field (or equivalent experience).
• 2+ years of hands-on experience with marketing automation platforms (Pardot/MCAE/MS Dynamics preferred).
• 2+ years of digital marketing experience, including email marketing or CMS content management.
• Experience building HTML-based email templates and campaign landing pages.
• Experience working within enterprise or multi-brand digital environments preferred.
• Certifications in marketing automation platforms are preferred, such as Salesforce Certified Marketing Cloud Account Engagement (Pardot) Specialist or Microsoft Certified: Dynamics 365 Marketing Functional Consultant Associate.