Lifecycle Marketing Specialist
Pella, IA (hybrid)
There’s never been a more exciting time to join the Marketing team at Pella Corporation! As a Lifecycle Marketing Automation Specialist, you'll develop and execute strategic marketing initiatives to engage our B2C and B2B audiences, ensuring Pella remains a top choice for consumers and top of mind throughout the buying journey.
In this role, you will manage email and digital outreach marketing campaigns, optimize customer journeys, and lead demand generation programs, collaborating closely with cross-functional teams to deliver impactful, data-driven results. Key duties include developing new B2B and B2C campaigns and automated journeys, conducting A/B testing to enhance ROI, and coordinating promotional activities to drive brand engagement. You will also track KPIs, analyze data to refine strategies, and stay updated on the latest marketing trends.
This is an opportunity to leverage your strategic thinking, creativity, and marketing expertise to drive Pella's growth and establish robust customer connections, all within a supportive and innovative marketing environment.
ESSENTIAL DUTIES AND RESPONSIBILITIES:
Own the strategy and oversee the execution of - lifecycle of B2B and B2C customers connecting paid activities. Partner with the pella.com team to drive personalized experience from site to offline. Partner with Channel teams and implement strategies that increase demand and customer communication. Optimize current journeys/nurture campaigns to improve overall KPI’s. Develop strategy and lead the creation of new campaigns for B2B and B2C audiences. Lead our demand generation programs across B2C and B2B audiences. Responsible for the strategic development, deployment and execution of marketing automation platform tactics. Conduct A/B and multivariate testing on subject lines, creative and copy to continually improve ROI. Coordinate promotional efforts for all segments including sales associates and customer communication. Establish and track key KPIs and provide monthly reporting updates to leadership team. Continuous analysis of data and metrics to increase efficacy and activate optimizations. Test and QA marketing automation programs to ensure quality. Document marketing automation processes, programs, and procedures. Build positive strategic relationships with cross-functional partners, understand their business objectives and collaborate to provide solutions to meet their needs and customer requirements. Research, test and apply best practice techniques to improve program performance including email deliverability, response rates and actionable data. Partner with digital marketing and IT teams as needed. Support external agency nurture programs, aid in content development and ensure alignment with brand initiatives. Support segment marketing programs as needed. Stay up to date on latest trends, strategies and technologies to continue progression and optimization of automation programs.
ESSENTIAL JOB QUALIFICATIONS:
Bachelor's degree (B.A./B.S.) from four-year college or university w/ degree in business or related field. 4+ years of experience in a marketing environment with key role developing and executing strategies/tactics within that environment. 2+ years of experience with lead generation and marketing automation platforms required. Experience within the building materials industry preferred. Experience with Enterprise level ESP is required. Experience with Eloqua is preferred. Understands business to business strategies to assist in the development and execution of marketing strategies. Experience with the creation and management of digital content across a wide spectrum of digital channels. Ability to build business cases leveraging data and customer insights as rationalization for new activity or program recommendations. Proficiency in Word, Excel, Power Point, and Outlook required. Preferred background with CRM platform. Experience with Eloqua ESP is a plus (not required). The position may require travel (approx. 10 percent).