Job Description

As a Marketing Automation Manager at Wellmark, you own the plan for how we use marketing automation capabilities, customer data, segmentation, triggers, workflow logic, testing, and operational standards to execute approved marketing strategies more efficiently and effectively. This includes advancing the maturity of Wellmark's marketing automation capability by developing scalable, reusable journeys, governance practices, and measurement approaches that support targeted, personalized, integrated marketing automation campaign strategies at scale. You will collaborate with key stakeholders to understand business goals, translate approved marketing strategies into automated journeys, and recommend effective approaches that increase engagement, leads, acquisition, retention, and benefit utilization in key markets.

Ideal candidates have experience driving multi-channel automation strategy, customer journey development, and ongoing campaign optimization across lifecycle stages such as acquisition, onboarding, engagement, benefit utilization, retention, and re-engagement. You bring strong technical and data fluency, with the ability to work across automation platforms, customer data, audience segmentation, campaign triggers, workflow logic, A/B testing, performance reporting, and continuous optimization. You are passionate about automation technology and enjoy the challenge of keeping up with, and continuously learning, the ever-changing technology landscape. You have a demonstrated history of building successful relationships with peers and cross-functional partners, with the ability to adapt to dynamic business needs. Lastly, you are data-driven and understand the power of using metrics such as engagement, conversion, retention impact, acquisition efficiency, and automation productivity gains to inform campaign strategy and improve end-user engagement.

Qualifications

Required:

• Bachelor's degree in marketing or a related field.
• Minimum of 5 years of experience in performance marketing, integrated digital marketing, marketing automation or a similar role.
• Shows proven outcomes of previous campaign efforts aligned to goals.
• Strong expertise in campaign management across various digital channels.
• Demonstrated knowledge of email marketing, including segmentation, personalization, A/B testing, and deliverability.
• Analytical mindset with the ability to interpret data, generate insights, and make data-driven decisions.
• Excellent project management skills with the ability to prioritize tasks, meet deadlines, and manage multiple campaigns simultaneously.
• Strong critical thinking and problem-solving skills.
• Strong bias for action and data-driven decisions.
• Strong communication and collaboration skills to effectively coordinate with cross-functional teams.
• Extreme attention to detail to ensure data integrity and consistency.
• Up to date on the latest industry trends, technologies, and best practices in performance marketing and email marketing.

Preferred:

• Adobe Marketo Engage technical proficiency.
• Experience in Adobe Experience Cloud, Customer Journey Analytics, Adobe Workfront, Adobe Experience Manager - Edge Delivery Services and Assets.
• Health care experience.
• Experience in various types of campaigns such as performance marketing, promotional marketing email marketing, lead nurturing, multi-step campaigns, drip campaigns, triggered campaigns, etc.
• Ability to work cross-functionally and manage simultaneous projects.
• Flourishes with digital innovation and evaluating trends in a changing landscape.

Additional Information

a. Directly accountable for development and deployment of marketing automation and corresponding roadmap.

b. Proficient in designing, deploying and measuring marketing automation tactics, leveraging Martech stack capabilities.

c. Accountable for business impact metrics such as conversion lift, enrollment influence, retention impact, acquisition efficiency, and automation productivity gains.

d. Partners with peers and stakeholders to define audience segmentation approaches and operationalize customer data for targeted, personalized, and automated marketing programs.

e. Partner with peers and stakeholders to design and optimize lifecycle programs across customer journeys.

f. Proactively identify and develop strategies for automation opportunities across acquisition, onboarding, engagement, benefit utilization, retention, and re-engagement.

g. Drive for continuous improvement of CRM, unified data hub or CDP, and marketing automation integration.

h. Orchestrate and build multi-step, multi-channel journeys.

i. Collaborate with cross-functional teams to leverage customer insights, segmentation strategies, and personalization techniques for highly targeted and effective use of marketing automation capabilities.

j. Create marketing automation and personalization test & learn strategies to leverage learnings to continually improve business outcomes.

k. Leverage best practice research and analyze market and discipline-related activities to inform planning and optimize performance.

l. Continuously monitor campaign performance, analyze key metrics, and identify opportunities for optimization and improvement.

m. Conduct regular reviews of results with leadership.

n. Collaborates with vendors and partners with Tech on tool configurations to evolve marketing technology and strategize repeatable, compliant and scalable processes.

o. Ensure compliance with marketing regulations, data privacy policies, and best practices by following Wellmark Brand, WCAG (Web Content Accessibility Guidelines), GDPR (General Data Protection Regulation), CCPA (California Consumer Privacy Act), CAN-SPAM, CMS (Centers for Medicare & Medicaid Services), ACA (Affordable Care Act), and MCMG (Medicare Communications and Marketing Guidelines) regulations.

p. Stay up to date with industry trends, emerging platforms, and best practices to drive innovation and enhance campaign effectiveness and performance.

q. Champion marketing automation initiatives throughout the organization.

r. Other duties as assigned.