Functional Analyst, Salesforce Marketing Cloud
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Job Description
As an SFMC Functional Analyst, you will lead multichannel campaigns and automate customer journeys. Focus on enhancing the customer experience within the Salesforce ecosystem.
Responsibilities:
- The SFMC Functional Analyst role involves translating business needs into functional requirements, leading multichannel campaign operations (email, SMS, push), automations (customer journeys, nurture sequences), personalization via Einstein, A/B testing, KPI analysis and funnel optimization, with a focus on customer experience within the Salesforce ecosystem.
- Analysis & Requirements: Map business demands and translate them into functional specifications for SFMC (Journey Builder, Automation Studio, Email Studio, Mobile Studio);
- Campaign Management: Plan, configure and execute omnichannel campaigns (email, SMS, push notifications), including A/B testing for optimization;
- Automation: Develop automation flows, communication sequences and personalized journeys using Einstein for predictions and recommendations;
- Personalization & Segmentation: Use data to segment audiences, implement dynamic content and real-time personalization;
- Performance Analysis: Monitor KPIs (open rates, click-through rates, conversions), create dashboards and reports in Query Studio;
- Data Management: Import/export data, manage Data Extensions and perform basic integrations with Sales/Service Cloud via Marketing Cloud Connect;
- Collaboration: Work with marketing, sales, IT and product teams to align strategies and integrations.
Requirements:
- SFMC Platform: Hands-on experience with Journey Builder, Automation Studio, Email Studio, Mobile Studio and Einstein (for AI-driven predictions), plus experience with automations and A/B testing;
- Digital Marketing: Understanding of the sales funnel, lead scoring, nurturing and omnichannel conversion strategies;
- Data Analysis: Advanced Excel, Google Analytics and BI tools; familiarity with Query Studio;
- Methodologies: Agile practices (Scrum);
- Education: Bachelor's degree in Marketing, IT or a related field;
- Certifications: Marketing Cloud Email Specialist, Administrator or Consultant (advantageous);
- Experience: 2+ years working with Salesforce Marketing Cloud (SFMC).
Benefits:
- Work in an ethical, collaborative and diverse environment
- Continuous growth and development opportunities
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