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This ongoing full-time position requires a digital marketer with extensive experience in harnessing customer relationship management (CRM) systems, external data and email platforms to create audience-first, frictionless experiences. The successful candidate will be curious, insight driven and thrive on developing and embedding new processes and systems within an organisation. They will champion and execute a personalised one-to-one communications approach. We’re looking for someone with an interest in using their expertise to widen the reach of this beloved national institution to people all over Australia.
The Marketing Automation Specialist will undertake the following duties:
New platforms project
- Play a key role in a cross-departmental project team – advocating for marketing and audience business requirements (based on your extensive MarTech experience).
- Define audience data rules and establish audience data migration processes and depreciating of audience marketing platforms.
- Execute extensive User Acceptance Testing (UAT) of the new email platform and CRM systems from a marketing and audience perspective.
- Become the marketing super user of the new platforms, roll out marketing and communications team training and the development of marketing documentation.
CRM
- Be the go-to expert on our B2C audience segments – including combining data from multiple sources to provide answers.
- Develop the organisation’s capture of customer consent, behaviour and personal data at key stages of the customer lifecycle that support personalised and automated CRM strategies. This includes delivering on an ambitious editorial and content strategy via acquisition, lifecycle, and retention initiatives.
- In consultation with the Digital Audience Manager and key stakeholders, map out customer journeys and micro-moments that will deliver a frictionless audience experience.
- Support the marketing and communications team in segmenting and generating reports from the CRM system to enable data-driven marketing activity – building self-sufficiency.
- Consult internal stakeholders and harness user research to build end-to-end automated email trigger campaigns.
- Consult the editorial and content team to identify opportunities in our MarTech stack to achieve their vision and objectives through email.
- Setup, scale and optimise best practice email and SMS campaigns that drive improved performance, accessibility and efficiency (including A/B testing). Train and mentor campaigns team to deliver and maintain these.
- Ensure data collection and marketing communications adhere to spam and privacy laws.
Analytics
- Conduct regular analysis and deliver insights that drive strategic change.
- Build, maintain and enhance CRM and Google Analytics reports and dashboards to measure performance of email as a channel and Marketing Automation.
- Identify opportunities for optimisation and drive the implementation of those changes.
- Prepare presentations for key forums, including strategy presentations, project updates and management meetings.
General
- Safeguard the brand through Privacy and SPAM act compliance and best practice.
- Work collaboratively with the Canberra-based Digital Marketing Coordinator, Web Products. Provide cover for this role as required.
- Some after-hours work may be required occasionally during UAT or go-live periods. Flexible working arrangements are available to cover those occasions.
- This role is subject to all the relevant sections of the PS Act 1999 and the National Film and Sound Archive Act 2008. The terms and conditions of this role will be those specified under the National Film and Sound Archive Enterprise Agreement 2017 – 2020, NFSA policies and values.
- Some travel to other NFSA locations may be required.
This job description is not all encompassing. Over time, the emphasis of the job may change without changing the general character of the position. Your duties may be reviewed and updated in consultation with you to reflect strategic and organisational changes.
Selection Criteria
In relation to the ‘Job Details’ listed above, concisely demonstrate your skills, experience and achievements against each of the following areas:
- Ever curious about audiences, their behaviour and utilising CRM systems to create frictionless experiences including a strong grasp on customer segmentation techniques.
- Advanced experience with Marketing Automation platforms, multiple audience data sources, testing cycles and performance reporting.
- Excellent project and stakeholder management skills, with an ability to advocate marketing requirements to IT and conversely translate technical concepts to marketing specialists.
- Strong understanding of marketing a brand and the broader marketing mix.
- Ability to interpret and analyse large, complex data to identify trends and drivers of audience behaviour and an ability to present findings to senior management.
Qualifications and/or equivalent experience required:
- Minimum 3+ years’ experience working in Marketing Automation or MarTech roles
- Minimum 5+ years’ experience working with CRM systems
- Minimum 2+ years’ experience in developing data-driven personalised and automated email programs
A bonus:
- Hands on experience building email templates with HTML/CSS
- Hands on experience with SMS/MMS technologies.
- SQL or other data language skills.
- Experience with Microsoft Fabric and Power BI.
