Marketing Automation Specialist | GenomeWeb

Marketing Automation Specialist

Pacific Biosciences
Job Location
Menlo Park, CA
Job Description

This position is responsible for creating timely and persuasive digital marketing programs that nurture and accelerate prospects through the complex B2B buying process, as well as retain and inform existing customers. The Digital Marketing Specialist works proactively with internal constituents to develop lead generation and nurturing e-marketing programs including: planning, implementation, execution, measurement and optimization.

The immediate focus will be on segmenting and cleansing the prospect/customer database to ensure records are accurate and profiled by application and research interest. The successful candidate will partner with the extended marketing team and commercial team to launch and track digital campaigns, including email, webinars, web landing pages, etc. In addition, this role will be responsible for establishing and measuring analytics for all digital programs (including web properties), and providing quarterly updates on performance. The candidate should be a power user of marketing automation and CRM systems, as well as digital analytical tools, such as Google Analytics. To succeed in this position, you must be a passionate self-starter, results oriented, creative thinker analytical, tech savvy and strategic thinker.

Responsibilities include:
• Develop and execute email programs that are relevant and appealing to a variety of targeted audiences, including welcome, nurture, re-engagement and retention programs
• Drive the calendaring, messaging, testing, audience selection, creative development, and analysis/key insights for digital campaigns
• Segment and leverage the marketing automation database for efficient and effective campaign targeting
• Maintain steady and healthy email marketing database growth with focus on data quality over quantity, establish regular process for database cleansing
• Use response data and metrics to make data-based, strategic recommendations on how to improve direct response effectiveness and efficiency
• Identify and implement process improvements that result in execution efficiencies, higher-impact segmentation strategies, stronger test plans and easier access to customer data
• Advise marketing campaign requestors of best practices with regard to marketing automation capabilities, testing and projected results; host regular sessions to update stakeholders on campaign performance and best practices
• Build and assemble emails, HTML templates, landing pages, and forms, manage list pulls and uploads for digital campaigns
• Utilize A/B testing to experiment with subject line, content, offers and optimize based on results
• Document marketing automation processes, programs and procedures
• Monitor and analyze ongoing results of various marketing programs (including 30/60/90 day assessments of each campaign) and develop reporting and data-driven recommendations on best practices, adjustments and/or enhancements
• Manage event invitation, registration and follow-up processes, while constantly collecting feedback to be used for program enhancement
• Research and maintain knowledge of marketing automation practices and makes recommendations to management on strategies to exploit new innovations
• Participate in Pardot user forums, webinars and liaise with Pardot customer advocate to stay current on best practices and new functionality
• Manage and grow customer webinar program to engage and educate prospects and customers
• Analyze and report on website/blog traffic, flow and download volume


• At least 2-4 years of experience with marketing automation; experience with Pardot automation tools a plus
• Bachelor’s degree in marketing, business or engineering.
• Experience with B2B marketing strategy, especially in a complex buying cycle.
• Experience with SFDC preferred
• Excellent marketing/copywriting skills.
• Collaborative, team-oriented work style.
• Results-oriented with a take charge, self-starter attitude.
• Strong analytical skills.
• Ability to manage multiple deadline-driven tasks simultaneously.

About Our Organization

Pacific Biosciences’ mission is to transform the way humankind acquires, processes and interprets data from living systems through the design, development and commercialization of innovative tools for biological research. The company has developed a novel approach to studying the synthesis and regulation of DNA, RNA and protein. Combining recent advances in nanofabrication, biochemistry, molecular biology, surface chemistry and optics, Pacific Biosciences has created a powerful technology platform called single molecule, real-time, or SMRT™, technology. SMRT technology enables real-time analysis of biomolecules with single molecule resolution, which has the potential to transform the understanding of biological systems by providing a window into these systems that has not previously been open for scientific study.

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