POSITION QUALIFICATIONS:

• Bachelor’s degree in Marketing or a related field, or equivalent business experience
• 6-8+ years of experience in marketing automation, with 4+ years using Marketo (or an equivalent platform) at an advanced level
• Marketo certification(s) preferred

POSITION SKILLS:

• Proven leadership in managing enterprise-scale automation platforms.
• Advanced understanding of lead lifecycle, funnel strategy, and campaign orchestration.
• Strong understanding of marketing attribution models and pipeline contribution reporting.
• Proven ability to manage and execute marketing automation projects from concept to launch and analysis
• Demonstrated ability to develop and deliver onboarding and training programs for marketing automation users
• Demonstrated ability to coach and guide cross-functional teams at varying skill levels
• Strong interpersonal skills with ability to collaborate with internal departments and external vendors
• Self-starter who proactively identifies opportunities for improvements to platforms, user experience, and campaign performance.
• Ability to manage and prioritize multiple digital initiatives in a fast-paced environment
• Strong understanding of lead nurturing, scoring, segmentation, A/B testing, and workflow management
• Ability to design, execute, and optimize scalable campaigns aligned to the buyer journey and pipeline goals
• Knowledge of marketing funnel stages, campaign tagging, UTM parameters, and attribution reporting
• Strong understanding marketing attribution models, ROI reporting, and data-driven performance analysis
• Demonstrated proficiency in supporting top-of-funnel marketing operations through automation programs
• Proficient in rule logic and audience segmentation for personalized content delivery
• Technically fluent in HTML/CSS, A/B testing, and email rendering.
• Experience in layout, styling of digital assets, and web-based campaign components
• Functional knowledge of tools such as video platforms, call tracking, email testing, and website analytics
• Advanced skills in Microsoft Office Suite
• Proficiency in Adobe Creative Suite for graphics maintenance and creative asset support
• Strong troubleshooting capabilities related to automation flows, landing page/email issues, and data discrepancies
• Understanding of brand governance, CAN-SPAM compliance, and QA processes for marketing content
• Excellent written and verbal communication skills
• Grammatical and creative writing skills with the ability to proof and refine marketing copy
• Skilled in creating and maintaining documentation, user guides, and training materials (including video walkthroughs)

PHYSICAL REQUIREMENTS:

• 15% or less travel
• May be sedentary for extended periods, 4 or more hours per day
• Use of fine motor skills for tasks requiring precision such as typing and computer work
• Visual acuity for detailed computer work
• Hearing ability for frequent calls and meetings

POSITION RESPONSIBILITIES:

• Collaborate with management, home office marketing, division teams, and third-party vendors to develop and execute digital marketing initiatives, including email campaigns, landing pages, and digital content, with a focus on optimizing user experience and applying best practices.
• Communicate program and strategy changes across digital platforms to ensure alignment among digital marketing teams and external partners, keeping projects and enhancements on track.
• Mentor and coach division team members and stakeholders, developing future leaders and platform champions.
• Lead the development and implementation of a scalable, role-based onboarding and training program for new Marketo users, incorporating guided learning paths, interactive coursework, and hands-on assignments to standardize education across teams.
• Oversee the creation and optimization of email templates, landing pages, forms, and program templates, ensuring brand consistency and adherence to QA, CAN-SPAM, and compliance standards.
• Ensure that all campaign content complies with brand standards and regulatory requirements, securing necessary approvals prior to launch.
• Evaluate and implement personalization tactics and AI-driven enhancements within the marketing automation platform to improve engagement, efficiency, and campaign outcomes.
• Pilot and adopt new features of the Marketo email designer and AI capabilities to streamline campaign development and improve personalization opportunities.
• Lead the integration of the Digital Asset Management (DAM) platform with Marketo to ensure consistent use of brand assets and improve the efficiency of content creation processes.
• Perform regular audits of automation programs and templates, executing updates based on performance insights and evolving best practices.
• Support digital marketing teams in applying A/B testing, segmentation, triggers, and workflow strategies to align with Tri Pointe Homes’ marketing automation standards.
• Troubleshoot technical issues related to campaign structure, program flows, design formatting, audience segmentation, and automation functionality within the Marketo platform.
• Maintain up-to-date documentation and user/video guides by tracking and applying program-level changes and enhancements.
• Assist in the collection and upload of monthly marketing cost data ensuring timely updates to the attribution and ROI reporting platform.
• Assist in the execution and configuration of Marketo Measure tracking elements, including campaign associations, UTM parameters, and channel mapping to support accurate marketing attribution.
• Collaborate with the marketing automation team to ensure proper setup and tagging of digital campaigns for tracking within Marketo Measure.
• Support the maintenance and accuracy of attribution reporting by validating data inputs and troubleshooting discrepancies across platforms.
• Assist in generating and distributing routine division-level performance reports using Marketo Measure data, providing visibility into campaign influence, pipeline contribution, and ROI.