Customer Insights and Marketing Automation Specialist

Learn more about the Customer Insights and Marketing Automation Specialist Position with Certa ProPainters, Ltd.

Working as a Customer Insights and Marketing Automation Specialist

The purpose of the Customer Insights and Marketing Automation Specialist role is to function as our lead in the management of marketing automation and application of customer insights, and strategy development for segmentation. The Customer Insights and Marketing Automation Specialist will report to the Vice President, Brand and Digital Innovation.

Certa ProPainters, Ltd. is a franchisor of more than 370 independently owned and operated CertaPro Painters® franchised businesses located through the United States and Canada.CertaPro Painters began operations in 1992 and has become the largest residential and commercial painting company in North America.

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Essential Functions and Responsibilities

  • Administrator of the Microsoft Dynamics 365 Marketing platform.
    • Developing customer journeys and workflows within the Microsoft Dynamics 365 Marketing platform, including emails and SMS messages.
    • Develop ad hoc emails and SMS messages as required.
    • Manage the subscription center, where CertaPro franchises can opt in or out by journey and campaign.
    • Develop and manage lists and segments for use in marketing automation.
    • Create strategy for marketing automation and match strategies to the various implementation forms.
    • Responsible for marketing automation dashboards and reporting.
    • Coordinates with internal marketing and IT teams and vendors on various program elements and implications.
    • Ongoing management and maintenance post-launch.
  • Administrator for Microsoft Dynamics 365 Customer Insights.
    • Oversees project to join 1st party customer data from Microsoft Dynamics 365 CRM and other external data sources into Dynamics 365 Customer Insights.
    • Use Customer Data Platform (CDP) profiles and segments in real-time marketing.
    • Create custom Customer Insights segments as desired.
    • Guide required processes for Customer Insights data to be shown in other Dynamics 365 applications as needed for non-Customer Insights users.
    • Coordinate future data ingestion projects, export of data for social and media attribution.
    • API integrations with digital platforms, like Google Ads, YouTube, Facebook, LiveRamp, etc.
    • Work with BI resource on development of customer lifetime value models.
    • Ongoing management and maintenance post-launch.
  • Strategy development for segmentation across various channels.
    • Define gaps in current data collection while finding innovative solutions to fill those gaps.
    • Works with internal marketing teams to refine marketing processes and existing programs based on segment insights.
    • Leads company in best practices regarding data management, storage, and cleansing processes.
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Qualifications and Experience Required

  • Bachelor’s degree in Marketing Analytics, Data Science or related field.
  • Overall professional experience of 5 years+
  • 2+ years of professional experience specifically with a combination of the following or equivalent technologies:
    • CRM systems like Microsoft Dynamics 365,, Oracle, or SAP. (Microsoft Dynamics 365 preferred).
    • Marketing automation systems like Microsoft Dynamics 365 Marketing, Marketo, Eloqua, Pardot, or HubSpot. (Microsoft Dynamics 365 Marketing preferred).
    • Email service providers like Constant Contact, MailChimp, or Emma.
  • Professional experience in analytics, data modeling, data compliance and data architecture.
  • Previous work experience with CRM in a Service Industry preferred, not required.
  • Proficiency in tools for data analysis and hygiene.
  • Relevant professional certifications will be considered an asset (Microsoft Certified: Dynamics 365 Marketing Functional Consultant Associate).
  • Strong knowledge of marketing management and customer service business processes.
  • Excellent time management skills and ability to prioritize to meet commitments
  • Detail-oriented and a critical thinker
  • Strong oral and written communication skills
  • Sound decision-making ability
  • Ability to work independently / highly organized
  • Excellent analytical and problem-solving skills

Equal Opportunity Employer Statement

CertaPro Painters, Ltd. is an equal opportunity employer. In order to provide equal employment opportunities to all employees and applicants for employment, employment decisions at CertaPro will be based on merit, qualifications, and abilities. CertaPro prohibits discrimination and harassment based on an individual’s race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws.