How you’ll make an impact:
As a Marketing Automation Lead here at Xero, youʼll be playing a crucial role in driving Xeroʼs digital performance, by orchestrating #beautiful experiences to users that truly delight and inspire action. Youʼll be part of a team responsible for accelerating growth by delivering personalised, fully orchestrated journeys at scale - ensuring every conversation we have adds value to our relationships.
Putting our customers at the core of everything you do, and working with specialists in this space, youʼll use a human-centred design approach to understand who our users are, what they need and design marketing automation journeys that ensures every conversation we have adds value to our relationships.
Balancing strategy with tactical execution, you'll have your eye on the long-term prize, while constantly learning from live marketing automation performance. We are looking for a Marketing Automation Lead who is above all - data-savvy, commercially astute and apt at working with both business and technical stakeholders to drive outcomes that deliver high quality customer conversion and overall market share growth.
What you'll do:
- Drive innovation within the customer journey, ensuring that magic is happening at every touchpoint & interaction
- Provide requirements for appropriate customer research, ensuring that we understand our users, what their needs are, creating real opportunities for solving real problems
- Spark new ideas for optimising our channel mix and ensuring that weʼre meeting users in their chosen channels
- Using our world-class tech stack Salesforce Marketing Cloud – determine the best approach to orchestrating journeys within our customer channels
- Deliver consistent and targeted messages to different audiences at the right time across all our regions
- Work with the related data teams to deliver the data-marketing strategy for trigger-based automation within the platform
- Empower our users and focus on scale through technology, training and governance - ensuring we are building trust with every single message
- Communicate strategy, results and program status updates to stakeholders
- Develop and work closely with data governance team to ensure quality data for audience targeting
- Coordinate activity across Xero globally and act as a power user, advising other users of best practices, including: Conducting AB split tests to continually drive and measure journey performance
- Build personalisation within assets, using dynamic content, snippets, tokens and scripting to deliver beautiful conversation
- Deliver personalisation using data and smart campaign flow capabilities
- Segmentation, audience selection and targeting rules
- Setting up batch, triggered journeys at scale and scheduling of communications across regions
- Managing communication limits, contact frequency and campaign prioritisation to users Ensuring Xero is compliant with anti-spam legislation and deliverability best practices
- Unlocking capabilities for audience based triggered journeys for scalability
- Test and learn on new OTB ML features, implement, and encourage utilisation across the business
- Build, manage and maintain dashboards for reporting with information pulled from multiple sources to show how marketing automation contributes to performance outcomes
What you'll bring with you:
- 7+ years of experience in email marketing and/or marketing automation platform and digital experimentation
- Must have experience and expertise in Salesforce Marketing Cloud and SalesCloud, SQL, AMP script
- Skilled with Google Analytics, Adobe Audience Manager, Display/Retargeting
- Understanding of data relationship and customer data platform
- Self-motivation and achievement oriented with excellent project management skills
- The ability to thrive in a highly dynamic, flexible work environment and switch rapidly from strategy to execution
- Excellent written and verbal communication, with the ability to communicate effectively with senior management, including C-level as required
- Ability to explain complex concepts and train/mentor others from within & outside of your immediate team
- Expertise in understanding different automation program types for different stages of the journey
- A deep knowledge and understanding of audience data and development audience segmentation for journey flows
