Salesforce Marketing Cloud Data Lead

The Opportunity

Salesforce Marketing Cloud Data Lead on the Customer Relationship Management team.

The Team

The Customer Relationship Management team, part of the Customer Engagement & Activation Team at MassMutual, is primarily located in the innovation hub of Boston – The Seaport District. We’re a smallish team, so it’s exciting and unusual that we have open positions. If you are a marketer who is passionate about helping people secure financial freedom, and protect the ones they love, who also enjoys coming up with ideas, making them better, and making them happen, then please read further.

The Impact

The Salesforce Marketing Cloud Data Lead  is a highly driven leader who works cross-functionally and collaboratively to ensure optimal client experience and flawless deep partnership across the MassMutual Brand and Marketing team, in support of execution and delivery of best-in-class direct marketing campaign services. This is a cross functional role that requires a unique combination of marketing experience, application layer data structural knowledge, an understanding of technical marketing automation, leadership, business acumen, project management, and communication skills. The SFMC Data Lead works in close partnership with the Marketing Data Foundation team and CRM Digital Marketing consultants. This role mainly focuses on application data layer (SFMC)and is the business owner of SFMC data extension structure. As the SFMC data extension business owner, this role owns requirements for SFMC data extension prioritization as well as business use cases & values tied to the data extension development to help the CRM COE proactively identify and solve for business needs and drive consistency, scalability, and impactful results.

Responsibilities:

• Solid understanding of data architecture flow between application data layer (SFMC) and enterprise data layer

  • In depth knowledge of data extension within SFMC

  • Clear understanding of customer attribution created within SFMC, and how sendlogs are being merged back to enterprise data layer. For example: for any new campaigns being planned in SFMC, how would this impact sendlogs structure, and maintain consistency between SFMC and enterprise data layer.

• Single point of contact between Marketing Data Foundation team and Digital Marketing Consultants on the CRM team.

  • Liaison to translate campaign requirement into SFMC data extension technical requirement. Strong knowledge in digital operational data (for example: identify new data sources that would provide more targeted customer audience)

  • Work with data foundation team, data engineering team to identify opportunity to bring third party enrichment data into SFMC to support more targeted campaign

• Business owner for SFMC data extension development (sign off on data extension UAT), owns business use cases (campaigns) and value proposition for SFMC data extension.  

• COE of SFMC journey builder data, reporting, UAT taxonomy review and oversight:

  • In depth knowledge in SFMC journey builder data, and maintain consistency between campaign journey output with SFMC sendlogs.

  • Work with marketers and reporting team to define campaign measurement KPIs.

• Data governance adherence:

  • Work with data foundation team and data governance team to ensure data security compliance for SFMC campaigns as well as new data source ingestion request.

  • Business owner of all campaign Opt Out process.  

Minimum Qualifications

• 8+ years of experience with data architecture flow between application data layer and enterprise data layer, including significant experience specifically with SFMC  

• Understanding of developing and executing digital/direct marketing campaigns is required

• Experience running A/B and multivariate split tests

• Advanced MS Office proficiency, particularly in MS Excel Database management skills required, experience working various database programs, including the ability to write simple queries and extract data, advanced SQL experience preferred

• Advanced understanding of direct response tracking methodologies and sales attribution models

• Advanced knowledge of statistical techniques, such as predictive models and significance, and how/when to apply them

• Advanced quantitative skills – able to extrapolate information and apply to other areas

• Bachelor’s Degree

• Able to understand and influence tactical details, while identifying and communicating items of primary importance

• Able to review large sets of data and evaluate for consistency and accuracy

• Ability to formalize and standardize process flows and quality control procedures

• Strong organizational skills and attention to detail

• Self-motivated and flexible, able to manage multiple priorities at once

• Strong communication and presentation skills, ability to influence partners

• Exceptional problem-solving skills

• Very detailed oriented, with an inherent ability to see the “big picture” and connect campaigns to strategy, acting as the connective tissue to translate business requirements to technical requirements

Preferred Qualifications

• Experience with Alteryx/Tableau a plus

• Advanced SQL experience preferred

• Working knowledge of Atlassian Suite (Jira, Confluence)

• Agile Methodologies

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MassMutual is an Equal Employment Opportunity employer Minority/Female/Sexual Orientation/Gender Identity/Individual with Disability/Protected Veteran. We welcome all persons to apply. Note: Veterans are welcome to apply, regardless of their discharge status.