Nature and Scope
The Email & Automation Lead is responsible for leading the strategy, execution, optimization, and performance measurement of automated and campaign-based communications across Landmark Credit Union's member lifecycle. This role uses Salesforce Marketing Cloud (SFMC) and Data Cloud (Data 360) to deliver targeted, data-driven communications that strengthen member engagement, support product adoption, and advance organizational growth objectives. Reporting to the Senior Manager, Digital Marketing, the position requires strong expertise in marketing automation, technical execution, analytics, and cross-functional collaboration to deliver scalable, effective campaigns and member experiences.

Requirements
1. A bachelor's degree in Marketing, Communications, Advertising, or a related field is required, along with a minimum of five years of hands-on experience in email marketing, with a track record demonstrating increasing impact. Familiarity with the financial services industry is preferred. An equivalent combination of education and experience may also be considered.
2. Demonstrated strength in translating business objectives and member needs into scalable, data-driven marketing automation solutions.
3. Deep understanding of SFMC (Email Studio, Automation Studio, Journey Builder) and Data 360.
4. Advanced knowledge of HTML, CSS and AMPscript for dynamic email development.
5. Excellent collaboration and communication skills with the ability to translate digital strategies into clear, compelling recommendations.
6. Proven track record in campaign management, deliverability analysis, and lifecycle marketing.
7. Experience with SQL, data segmentation and database management.
8. Must develop a thorough understanding of company policies and procedures as they relate to this position. Must comply with all company and compliance policies and procedures and all job-related state and federal laws and regulations.

Principle Accountabilities
1. Lead the strategy, development, and optimization of member and prospect lifecycle journeys, identifying opportunities to automate communications across onboarding,
engagement, retention, cross-sell, and re-engagement efforts. 2. Serve as a power user of Salesforce, building robust segments and activations in Data 360.
3. Activate audience segments across email and support cross-channel marketing initiatives by partnering with digital banking, website, paid media, and other channel owners to deliver coordinated member experiences.
4. Build, test, optimize, and QA campaigns, journeys, automations, and implement conversion-tracking parameters, ensuring accurate deployment, compliance, deliverability, and operational excellence.
5. Act as Landmark's in-house email marketing expert, influencing creative direction and campaign development through data-driven recommendations on messaging, email structure, CTA placement, personalization, audience strategy, and best practices.
6. Develop and execute testing strategies, including message testing, deliverability monitoring, and performance optimization initiatives to improve member engagement and campaign effectiveness.
7. In partnership with the Marketing Insights & Analytics Manager, utilize reporting tools to forecast expected outcomes and identify growth opportunities through data analysis. Monitor and report on KPIs including engagement, conversion, product adoption, and ROI.
8. Develop audience strategies leveraging Einstein, propensity, P$ycle, and internal member data. Utilize segmentation, dynamic content, and personalization to deliver relevant member experiences.
9. Lead the evolution of personalization, journey orchestration, and automation capabilities. Stay current on emerging marketing automation, AI, lifecycle marketing trends.
10. Maintain governance over users, permissions, folder structures, naming conventions, version control and CAN-SPAM compliance.
11. Establish and maintain documentation standards for SFMC, ensuring all journeys, automations, data extensions, integrations, segmentation logic, and operational processes are accurately documented, regularly updated, and easily accessible for cross-functional teams.
12. Perform other duties as assigned.