The Marketing Lifecycle & Automation Manager is the lead hands-on expert for Salesforce Marketing Cloud Account Engagement (Pardot) within B2B Marketing. This role builds and optimizes automated programs that improve prospect and customer engagement, lead progression, conversion, retention, and revenue across Drake Software and TaxAct Professional.
Key ResponsibilitiesMarketing Automation and Lifecycle Programs - Build, test, launch, troubleshoot, and optimize automated nurture programs, Engagement Studio journeys, forms, landing pages, segmentation rules, scoring models, and triggered communications.
- Develop journeys spanning prospect engagement, qualification, sales follow-up, conversion, onboarding, retention, and re-engagement.
- Replace one-time communications and manual processes with scalable automation.
Lead Management and Campaign Enablement - Own marketing requirements for lead scoring, grading, qualification, routing, prioritization, and marketing-to-sales handoffs.
- Analyze lead progression from initial engagement through sales acceptance, opportunity creation, conversion, and retention.
- Partner with campaign and channel owners to develop targeted audiences, automated follow-up, testing strategies, and reusable journey frameworks.
Platform, Data, and Technology Enablement - Serve as B2B Marketing's subject-matter expert and primary hands-on user of Salesforce Marketing Cloud Account Engagement.
- Diagnose campaign, segmentation, synchronization, data-quality, and automation issues, escalating platform or integration needs when necessary.
- Partner with Marketing Operations, Data, and AI teams to define the fields, audience signals, business rules, integrations, and insights needed to expand automation and personalization.
Performance and Optimization - Monitor lifecycle engagement, funnel progression, conversion, and program effectiveness.
- Translate performance insights into improvements to audiences, messaging, scoring, timing, and journey paths.
- Connect lifecycle programs to pipeline, revenue, adoption, and retention outcomes.
Qualifications - 5+ years of experience in B2B marketing automation, lifecycle marketing, demand generation, CRM marketing, or a related field.
- 3+ years of hands-on experience building and optimizing programs in Salesforce Marketing Cloud Account Engagement (Pardot).
- Experience with Engagement Studio, segmentation, automation rules, forms, landing pages, scoring, grading, and campaign reporting.
- Strong understanding of lead management, funnel stages, routing, qualification, and marketing-to-sales handoffs.
- Ability to translate business needs into automation logic, audience criteria, data requirements, and reporting specifications.
- Experience working with Marketing Operations, Data, Analytics, or AI teams to enable automation and personalization.
- Salesforce Account Engagement/Pardot certification preferred.
Measures of Success - Increased use and effectiveness of automated lifecycle journeys.
- Improved lead acceptance, lead-to-opportunity conversion, and response time.
- Reduced manual list creation and campaign execution.
- Improved Pardot utilization, data quality, and automation reliability.
- Expanded data- and AI-enabled segmentation and personalization.
- Pipeline and revenue influenced by lifecycle programs.
