As a Senior Digital Marketing Specialist you will participate in the creation of the strategy, design, and execution of customer lifecycle programs with a strong focus on marketing automation, CRM integration, data-driven personalization, and AI-enabled engagement. Your role will involve building scalable lifecycle frameworks that drive demand generation, improve conversion rates, and enhance customer experience across all touchpoints. You will ensure seamless integration between marketing automation platforms, Salesforce CRM, website behavior, and analytics systems while enabling predictive insights and continuous optimization. "This role is expected to model our Leadership Behaviors-Integrity & Compliance, Customer Focus, Collaboration, Courage, Team Empowerment, and Accountability & Results-in all aspects of work." General Requirements: • Develop and execute lifecycle marketing strategies that align with organizational growth objectives and customer engagement goals. • Collaborate with cross-functional teams including sales, digital, analytics, and IT to deliver integrated marketing programs. • Integrate lifecycle marketing efforts with Salesforce CRM to support lead management, pipeline acceleration, and revenue attribution. • Stay current with industry trends, marketing automation innovations, and AI-driven engagement strategies. • Continuously identify opportunities to improve campaign performance, operational efficiency, and personalization. • Ensure compliance with marketing regulations and data privacy standards including CCPA, CAN-SPAM, and GDPR. Specific Responsibilities: Lifecycle Strategy & Execution: • Design and implement end-to-end lifecycle marketing strategies across the full customer journey, from acquisition through retention and expansion. • Develop and optimize lead nurturing programs, drip campaigns, and multi-touch engagement workflows. • Define lifecycle stages, segmentation frameworks, and engagement models aligned with sales and marketing goals. • Partner with leadership to align lifecycle strategies with demand generation and revenue objectives. Marketing Automation & Personalization: • Manage and optimize marketing automation platforms such as Pardot (Account Engagement) or similar tools. • Build and deploy automated workflows that leverage behavioral, firmographic, and intent data. • Develop dynamic content and personalization strategies across email, web, and digital channels. • Integrate website engagement data from platforms such as Pimcore and other digital tools to enhance targeting and personalization. Cross-Functional Collaboration: • Work closely with CRM, digital marketing, analytics, and sales teams to ensure alignment across systems and programs. • Facilitate collaboration between teams to improve lifecycle efficiency and campaign execution. • Partner with content and creative teams to ensure messaging aligns with lifecycle stages and audience needs. • Collaborate with global and regional teams to scale lifecycle programs across markets. Sales Integration & Lead Management: • Align marketing automation with Salesforce CRM to ensure seamless lead flow, scoring, and routing. • Partner with sales teams to improve lead quality, conversion rates, and pipeline velocity. • Support development and optimization of lead scoring models, including predictive and AI-enhanced scoring. • Ensure consistent lifecycle definitions and handoffs between marketing and sales. Data, Analytics & Optimization: • Monitor and analyze lifecycle performance including engagement, conversion rates, and pipeline impact. • Develop dashboards and reporting frameworks in collaboration with analytics teams. • Use data-driven insights to continuously refine segmentation, messaging, and workflows. • Support attribution modeling and lifecycle impact reporting across campaigns and channels. • Leverage predictive analytics and AI-driven insights to improve targeting and engagement strategies. Marketing Operations & Data Management: • Ensure accurate data flow between marketing automation, Salesforce, website platforms, and enrichment tools such as ZoomInfo. • Maintain data hygiene, segmentation integrity, and compliance with data governance standards. • Support integration of multiple data sources to create a unified customer view. • Improve operational processes to scale lifecycle marketing programs efficiently. AI, Innovation & Emerging Capabilities: • Explore and implement AI-driven marketing capabilities including predictive engagement, intelligent segmentation, and automated content optimization. • Support conversational marketing and AI-driven engagement tools integrated with CRM and website platforms. • Evaluate new technologies that enhance lifecycle marketing, personalization, and customer experience. • Contribute to the broader digital transformation strategy by enabling AI-ready marketing infrastructure. Qualifications and Experience: • Bachelor's degree in Marketing, Business, or a related field; Master's degree preferred. • Minimum of five years of experience in marketing automation, lifecycle marketing, or CRM-driven marketing roles. • Strong experience with Salesforce CRM and Pardot (Account Engagement) or similar marketing automation platforms. • Proven experience building and optimizing lifecycle marketing programs and customer journeys. • Strong understanding of segmentation, personalization, and lead lifecycle management. • Experience working with data enrichment platforms such as ZoomInfo and integrating multiple data sources. • Strong analytical skills with the ability to translate data into actionable insights. • Experience with predictive analytics, AI-driven marketing tools, or advanced automation strategies preferred. • Excellent project management and cross-functional collaboration skills. • Strong communication skills with the ability to present insights and strategies to stakeholders. • Familiarity with global marketing operations and working across international teams. The estimated base salary range for this role, based in the United States of America is $95,000-$110,000. Compensation decisions are dependent on several factors including, but not limited to an individual's qualifications, location, internal equity, and alignment with market data. Additionally, employees are eligible to participate in one of our variable cash programs (bonus or commission) and eligible roles may receive equity as part of the compensation package. We offer a wide range of benefits such as paid time off, health/dental/vision, retirement benefits and flexible spending accounts. All compensation and benefits information will be confirmed in writing at the time of offer.