Marketing Automation Specialist

MARKETING AUTOMATION SPECIALIST

1. JOB SUMMARY

The Marketing Automation Specialist executes and maintains marketing automations, journeys, and CRM campaigns that drive customer engagement and business growth. This role plays a critical part in ensuring the effective day-to-day operation of the Bank’s marketing technology platforms and the successful execution of data-driven campaigns. Responsibilities include campaign setup and monitoring, audience segmentation, compliance, data quality maintenance, and providing technical support to end users. The Marketing Automation Specialist must demonstrate strong project management skills, balance multiple priorities, and maintain timelines. Assists the Marketing Director with all aspects of marketing for the Bank.

1. JOB DUTIES

Automation Execution & Support

• Build and maintain automated customer journeys and campaigns in Total Expert and Salesforce.
• Execute marketing emails and SMS messages, ensuring content is timely, error-free, and on-brand.
• Set up triggers, decision trees, and personalization based on customer behavior and segmentation.
• Maintain documentation of all journey structures and logic for internal reference and training.

Campaign Monitoring & Optimization

• Monitor performance of automations and journeys, flag issues, and make real-time adjustments to optimize results.
• Conduct A/B testing to improve campaign open rates, click-throughs, and conversions.
• Track and report on engagement metrics.

Database Management & Segmentation

• Maintain and regularly clean marketing databases to ensure data quality and deliverability.
• Perform detailed audience segmentation to support targeted outreach and campaign personalization.
• Tag and organize contacts within CRM for enhanced automation capabilities and audience reporting.

Compliance & Quality Control

• Ensure all marketing automations and messages adhere to CAN-SPAM, TCPA, and other regulatory requirements.
• Test journeys and communications across devices and platforms prior to launch.
• Monitor opt-out, bounce, and spam complaint rates and recommend solutions.

Technical Assistance & Platform Support

• Provide first-line technical support and troubleshooting assistance for issues related to journeys, automations, CRM performance, and email deliverability.
• Collaborate with the Marketing Technologist on platform audits, system troubleshooting, and usage enhancements.
• Coordinate with martech vendors for resolution of platform-specific issues or updates.

Content Development for Automation

• Draft email and SMS layout/copy, suggest graphics and visual elements; collaborate with others to ensure all elements are complete and aligned with campaign goals.
• Use templates and brand guidelines to produce customer communications that align with campaign goals.

Cross-Team Collaboration

• Partner with departments bank-wide to gather journey requirements and support campaign goals.
• Attend and contribute to marketing team meetings to stay aligned on initiatives and deadlines.

Website Support & Content Updates

• Assist in maintaining the Bank’s website(s) using the WordPress content management system.
• Make routine content updates such as editing copy, uploading images, and updating links.
• Support the creation of new web pages and landing pages in alignment with marketing campaigns and brand guidelines.
• Utilize the Yoast SEO platform to help optimize on-page content for search visibility.
• Perform quality checks to ensure website content is accurate, accessible, and functioning properly across devices and browsers.

Compliance and Additional Responsibilities

• Support marketing efforts throughout martech stack such as website, CRM, and other SaaS tools.

• Adheres to all Federal and State laws and regulations, including the Bank Secrecy Act.
• Other duties as assigned.

1. ESSENTIAL FUNCTIONS

• Mobility – Must be able to sit or stand for extended periods and move about the office to collaborate with team members as needed.
• Manual Dexterity – Must be able to use hands and fingers to operate a computer keyboard, mouse, and other standard office equipment.
• Visual Acuity – Must have sufficient vision to accurately read and interpret data, perform detailed work, and review content across digital platforms.
• Communication Skills – Must be able to communicate clearly and professionally in verbal and written form with internal teams and external vendors.
• Use of Computer and Technology – Must be able to work extensively on a computer using marketing platforms, CRM tools, content management systems, and email applications.
• Attention to Detail – Must be able to manage multiple tasks simultaneously and maintain a high degree of accuracy in work, especially when testing, launching, and monitoring campaigns.
• Problem Solving – Must be able to analyze campaign data, troubleshoot technical issues, and provide timely solutions.

IV. JOB SPECIFICATIONS

Education:

Bachelor’s Degree in Digital Marketing, Marketing, Communications, Marketing Analytics, Information Systems, or related field preferred; equivalent experience may be considered.

Skills and Experience:

• 2-4 years’ experience in marketing automation, CRM management, or digital marketing.
• Working knowledge of Total Expert and/or Salesforce CRMs highly preferred.
• Familiarity with email marketing best practices and tools.
• Strong understanding of marketing compliance laws (e.g., CAN-SPAM, TCPA).
• Ability to troubleshoot technical issues and identify process improvements.
• Proficient in Microsoft Office Suite; basic understanding of Adobe Creative Suite is a plus.
• Highly organized, detail-oriented, and able to meet deadlines for multiple tasks while maintaining high quality standards.
• Strong communication skills.
• Collaborative, team-oriented style with the ability to work effectively across departments and with diverse groups.

VI. SUPERVISED BY

Marketing Director

Dart Bank is a community bank, serving our community since 1925.  We specialize in providing financial services, but we are passionate about serving the community and building real relationships with people.  Dart Bank provides innovative financial services for both personal and business banking, consumer and mortgage loans, commercial loans and lines of credit, merchant credit card processing, investment services and more. Our array of products and services and our longstanding history within our communities shows we care about what matters most for our customers and we are there for them for the most important times in their lives.  Dart Bank. For What Matters Most.

 We offer:

Medical Benefits
Dental
Vision
401(K) Employee Stock Ownership Plan
Paid vacation & sick time
Flexible scheduling
Employee Assistance Program
Dart Bank University
 

At Dart Bank you can expect to be surrounded by a team that will support you and invest in your growth in a quick-paced work environment where we deliver exceptional customer service.  We are a local business that cares about our employees and our community.

Dart Bank is committed to providing equal opportunity in employment and prohibiting all forms of unlawful discrimination and harassment. 

All employment decisions, policies, and practices, in terms of the recruitment process and other conditions and privileges of employment, will comply with applicable federal, state, and local anti-discrimination laws.  The Company seeks, employs, promotes, and compensates qualified individuals based on ability, as demonstrated by performance and other legitimate non-discriminatory factors, without regard to race, color, religion, national origin, citizenship, ancestry, sex (including sexual orientation, gender expression, and gender identity), age, physical or mental disability, pregnancy, genetic information, military status, veteran status, or any other protected status under federal, state (in Michigan: marital status, familial status, height, weight, and misdemeanor arrest record), or local law (individually and collectively, “Protected Class”).