Senior Marketing Analyst

Job Title - Marketing Analyst 5 Building Location - Peoria IL 61605 Onsite In office 5 days a week Daily Schedule - Monday thru Friday; 1st shift Estimated Duration 12 month, but will be extended. Pay Range: $40-45/hr Interview Process and Timeline Panel Interview; up to 2 rounds of interview; via Teams Job Description As VisionLink continues to scale, we need to centralize, standardize, and optimize our marketing automation strategy within Salesforce Marketing Cloud (SFMC). By hiring a dedicated SFMC & Marketing Automation SME, we can: Centralize omnichannel lifecycle strategy: Establish a unified approach across email, SMS, push notifications, and other SFMC channels, ensuring a consistent and connected customer experience throughout onboarding, engagement, retention, and reactivation. Accelerate campaign activation and scalability: Streamline execution through standardized templates, reusable journey frameworks, and automated workflows, enabling faster deployment across campaigns, regions, and business units. Deliver personalized, data-driven customer experiences at scale: Leverage SFMC capabilities such as dynamic content, behavioral triggers, real-time segmentation, and cross-channel orchestration to deliver relevant and timely communications. Maximize ROI from SFMC investment: Fully utilize platform capabilities including Journey Builder, Email Studio, Mobile Studio (SMS), Automation Studio, and advanced analytics, increasing efficiency and campaign performance. Enable global, multi-channel scale: Operationalize marketing automation to support multiple markets, languages, regulatory requirements, and communication preferences, ensuring flexibility and compliance across regions. Drive continuous optimization and performance improvements: Implement structured A/B testing, channel optimization, and performance measurement across all touchpoints, improving engagement, conversion, and retention outcomes. Establishing this role will enable us to scale efficiently, improve campaign performance, and accelerate business impact. Typical task breakdown: - Build/test emails in SFMC - Improve dynamic content, behavioral triggers, personalization strings + AMPscript - Journey Builder workflows (segmentation logic) - Partner with Product Marketing & Digital Marketing on content and campaign strategy - Ensure deliverability, sender score, and compliance - Translate marketing goals into journey logic and segmentation - Manage QA, rendering, and deployment - Support onboarding, activation, inactive, and nurture journeys - Increase personalization and coordination across email, SMS, & push - SMS build & deployment - Partner with Product Team on Push & in-app inbox messages lifecycles Interaction with team: Team consists of roughly 3 folks directly but also working with Salesforce group who handle activities for marketing cloud. Work environment: In office 5 days a week Performance indicators Education & Experience Required: - Bachelor’s degree in Marketing, Business, Data Analytics, or related field - 10+ years of experience with Salesforce Marketing Cloud - Hands-on experience with: - DATA → Contact Builder - SEGMENTATION → Automation Studio (SQL) + Audience Builder (legacy/fallback) - JOURNEYS → Journey Builder - CONTENT → Content Builder - EXECUTION → Email Studio + Mobile Studio - INTEGRATION → APIs - Must have the following Salesforce certifications: - Email Specialist - Marketing Cloud Administrator - Marketing Cloud Developer - Marketing Cloud Consultant Technical Skills (Required) Marketing Cloud Architecture & Data Management - Advanced understanding of Salesforce Marketing Cloud architecture, including Contact Builder and data model design - Expertise in Contact Builder: contact key strategy, attribute groups, and relational data modeling - Strong experience with Data Extensions: schema design, data types, indexing, and lifecycle management - Proficient in Subscriber data governance, including deduplication, data hygiene, and segmentation readiness Data, Segmentation & Automation - Advanced SQL querying for segmentation, audience creation, and data transformation across large datasets - Development of dynamic, reusable audience segments using behavioral, demographic, and transactional data - Hands-on expertise with Automation Studio for scheduling, ETL processes, and campaign data workflows - Implementation of calculated attributes and advanced segmentation logic to support personalization and targeting Journey Orchestration & Lifecycle Marketing - Design and execution of end-to-end Journey Builder workflows, including onboarding, activation, and nurture programs - Configuration of entry sources (Data Extensions, API events, file imports) and event-driven triggers - Advanced use of decision splits, engagement splits, and exit criteria to optimize customer paths - Expertise in cross-channel journey orchestration (email, SMS, push) aligned to lifecycle strategy - Monitoring, troubleshooting, and optimization of journey performance and engagement outcomes Personalization & Dynamic Messaging - Strong proficiency in AMPscript for dynamic content, conditional logic, and personalized messaging at scale - Experience with Dynamic Content Rules and attribute-driven personalization strategies - Working knowledge of Server-Side JavaScript (SSJS) for advanced scripting use cases - Ability to operationalize behavioral triggers and real-time personalization frameworks Email Development & Content Integration - Expertise in Email Studio and Content Builder, including modular template frameworks and reusable content blocks - Ability to align content strategy with audience segmentation and journey logic - Experience integrating email into automated journeys and triggered campaigns Cross-Channel Execution (Email, SMS, Push) - Experience coordinating multi-channel campaigns across Email, SMS, and Push Notifications - Understanding of Mobile Studio (SMS) for message deployment, opt-in compliance, and journey integration - Familiarity with MobilePush and in-app messaging lifecycle management Testing, Optimization & Analytics - Execution of A/B and multivariate testing within campaigns and journeys - Analysis of engagement metrics (open rates, click-through rates, conversions) to drive optimization - Continuous improvement of segmentation and messaging based on performance insights and behavioral data Deliverability, Compliance & Best Practices - Knowledge of email deliverability fundamentals, including sender reputation and list hygiene - Understanding of data privacy regulations (CAN-SPAM, GDPR) and consent management - Management of suppression lists, subscription preferences, and contact policies - Implementation of best practices for frequency, targeting, and compliance governance Integrations & Technical Enablement - Experience with Marketing Cloud APIs (REST/SOAP) for data ingestion and triggered messaging - Integration of SFMC with Salesforce CRM and external systems - Understanding of event-driven marketing architecture and real-time data activation Analytics & Optimization - Tracking journey performance metrics (opens, clicks, conversions) - A/B testing within journeys - Interpreting engagement data to optimize targeting and flow (Desired) - - - Soft Skills (Required) - Strong analytical and problem-solving skills - Communication skills - Collaboration skills - Presentation skills - Experience working with Stakeholders and team members. - Effective time management - Creativity