Marketing Automation Manager / Email Marketing Specialist

Mission and proposal

IESE's Corporate Marketing & Communication Division is looking for a Marketing Automation Manager that will co-develop and manage IESE’s email marketing strategy in collaboration with internal divisions to identify potential candidates in our CRM and convert them from MQL to SQL, and help IESE continue its growth as an impactful and international Business School. The position will report to the Area Partner in the Marketing Department in Barcelona.

Key Responsibilities:

• Become the owner of IESE’s Marketing Automation tool


• Identify and implement best-practices in email marketing across divisions


• Train and support internal divisions in their email marketing actions


• Design, setup, execute and optimize key customer and candidate journeys to improve lead nurturing. This includes content strategy and continuous A/B Testing


• Design and improve the Lead Scoring Strategy


• Link SEO/SEM and Analytics (website behavior) with strategy optimization


• Work with SalesForce and internal divisions to better define data points (e.g. segmentation, opportunities, optimization) and touch points (e.g. news, events, milestones)


• Establish a Campaign and Journey Calendar to reach Business Objectives


• Follow-up, report and improve the results of sent campaigns and journeys


• Identify and resolve potential issues and discrepancies among internal clients


• Be updated on the latest trends and identify and implement improvements in our emailing and landing templates


• Ensure compliance with GDPR


• KPI for this area include: cross-selling, churn ratio, IP quality, MQL to SQL rate, etc.

Education, Experience & Skills:

• Pardot Certified or more than 2 years’ experience using Pardot


• Educational Background on IT, Marketing or Business


• Strong experience with HTML


• Project Management Experience


• Agile Mindset


• Change management


• Languages: English (Proficiency level) and Spanish


• Strong communication skills: convince divisions to implement best practices


• Strategic thinking, detail orientation, analytical mindset, process-driven approach to tasks and projects and ability to work under pressure


• Proactive and excellent team player. Able to build and maintain strong and effective relationships with media owners and agencies, as well as with internal teams.