Senior Analyst - Marketing Operations & Marketing Automation

Custom Software Engineering Sr Analyst

Skill required: Marketing Operations - Marketing Automation & Technology Execution
Designation: Custom Software Engineering Sr Analyst
Qualifications:Any Graduation
Years of Experience:5 to 8 years
About Accenture
Accenture is a global professional services company with leading capabilities in digital, cloud and security.Combining unmatched experience and specialized skills across more than 40 industries, we offer Strategy and Consulting, Technology and Operations services, and Accenture Song— all powered by the world’s largest network of Advanced Technology and Intelligent Operations centers. Our 784,000 people deliver on the promise of technology and human ingenuity every day, serving clients in more than 120 countries. We embrace the power of change to create value and shared success for our clients, people, shareholders, partners and communities.Visit us at www.accenture.com
What would you do? Help balance increased marketing complexity and diminishing marketing resources. Drive marketing performance with deep functional and technical expertise, while accelerating time-to-market and operating efficiencies at scale through Data and Technology, Next Generation Content Services, Digital Marketing Services & Customer Engagement and Media Growth Services. In a Marketing Operations job profile, responsibilities include managing and optimizing marketing processes and systems. This involves tasks such as campaign execution, data analysis, and budget management. The goal is to improve marketing efficiency and effectiveness. The role requires strong analytical skills, attention to detail, and knowledge of marketing technologies. It is essential for ensuring that marketing strategies are implemented smoothly and deliver measurable results. Business solutions for assisting in marketing response rates and revenues through management of personalized customer communication strategies and delivery of marketing offers at the appropriate time. Execute, monitor and measure marketing processes through use of technology designed to increase productivity and repeatability.
What are we looking for? •Good to have skills "•API Integration: Exposure to API integration to fully utilize Marketo API capabilities. •Marekto: End to end understanding of Marketo Features. •Reporting and Analysis: Experience in campaign reporting and analysis, including tracking key performance indicators (KPIs) and providing actionable insights. •Graphic Design: Basic graphic design skills to assist in creating visual elements for email templates. •A/B Testing: Experience in setting up and analyzing A/B tests to optimize email campaign performance. •Accessibility: Awareness of email accessibility best practices to ensure emails are inclusive and compliant with accessibility standards. HTML Email Template Development: •Design and develop HTML email templates (from PSDs) optimized for various email clients, ensuring compatibility and responsiveness across desktop and mobile devices. •Implement dynamic content and personalized elements using personalization languages (example AMPscript or SSJS) to create dynamic and personalized email experiences. Email Build Testing: •Conduct thorough testing to verify email rendering across different email clients and devices to ensure consistent display and functionality. Education: Graduate Must Have Skills: •SQL Expertise: In-depth knowledge to develop and execute audience segmentation queries using SQL on client-specific tools or CDP platforms •Campaign Management: Proficiency in configuring and customizing Marketing automation tool components, including dynamic content, snippets, tokens, and program templates. •Best Practices: Strong understanding of email marketing best practices, including deliverability, segmentation, personalization, and A/B testing. •Problem Solving: Strong problem-solving skills and the ability to troubleshoot and resolve technical issues related to Marekto and campaign execution. •Collaboration Excellent communication and collaboration skills to work effectively with cross-functional teams and stakeholders. •Attention to Detail: A keen eye for detail and ability to manage multiple campaigns simultaneously and ensuring accuracy and consistency across coding and email rendering. •Testing and Troubleshooting: Experience in testing emails across different devices and email clients to identify and resolve rendering issues Email Design Best Practices: •Stay up to date with email design best practices, industry trends, and email marketing standards to create visually compelling and effective email
Roles and Responsibilities: •SQL Expertise: •Develop and execute audience segmentation queries using SQL on client-specific tools or CDP platforms •Translate campaign and business requirements into segmentation logic and SQL queries •Perform data validation and quality checks to ensure accuracy of audience counts and attributes •Support campaign execution teams by delivering target lists and segment outputs on time •Maintain documentation, query versions, and delivery trackers as per process requirements •Adhere to SOPs, SLAs, and data privacy/compliance guidelines •Collaborate with internal stakeholders to clarify requirements and resolve data discrepancies Campaign Planning and Requirements Gathering: •Collaborate with Project Manager and/or marketing stakeholders to understand campaign objectives and requirements by carefully reviewing briefs and seeking clarification before the build along with highlighting risks (if any) •Assist in the execution of campaign strategies, including segmentation, and content creation. •Provide guidance on leveraging Marketo capabilities to achieve campaign goals effectively. Campaign Execution and Management: •Set up and execute programs, nurture streams, and lead scoring models using Marketo or relevant Marketing Automation tools •Create web pages as per brief provided. •Ensure accurate targeting and segmentation of campaign audiences. •Monitor campaign performance and engagement metrics, providing regular reporting and analysis to stakeholders. •Conduct A/B testing and optimization to improve campaign effectiveness and customer experience. •Troubleshoot and resolve any technical issues related to campaign execution. Troubleshooting and Issue Resolution: •Identify and resolve any HTML/CSS-related issues that may arise during email campaign development or execution. Work Orchestration and Data hygiene: •Fully understand ticketing/request management tool and accurately record updates, data points, timestamps etc. to provide seamless campaign experience to both internal and external stakeholders. •Adhere to all Desktop Procedures (DTPs) / Standard Operating Procedures (SOP) along with checklist and other important process document to carry out all required tasks. •Complete all required reports so that accurate numbers are reported to both client and leadership.