Segmentation and Reporting Specialist

Management Level

Role Summary

The Segmentation & Reporting Specialist is responsible for supporting the Associate Director in ensuring EQ’s CRM data is up-to-date, accurate and complete. This involves generating reports to identify gaps in our CRM’s data, and using those reports and platforms such as SalesIntel and LinkedIn, as well as Google, to fill those gaps. The Segmentation & Reporting Specialist will also create segments in Marketo, our Marketing Automation Platform so that we can easily identify clients of each business area, new business accounts, and members of the buying group at every company. In addition to data hygiene and segmentation, the Segmentation & Reporting Specialist will also report on data completeness and engagement by different segments. Overall, the Segmentation & Reporting Specialist plays an important role in supporting the marketing team and driving demand for the company's services.

Business Function

The marketing department is responsible for promoting EQ’s services to potential and existing clients with the intent of identifying and passing high quality leads to sales teams. This may involve a variety of activities such as developing marketing campaigns, creating marketing materials, analyzing market trends, and tracking the effectiveness of marketing efforts. The marketing department may also be responsible for conducting market research, and identifying target customer segments. In addition to these activities, the marketing department is responsible for managing the company's online presence, including its website and social media accounts. The marketing team consists of around a dozen people spread across North America and India. Ultimately, the goal of the marketing department is to increase brand awareness and drive sales for the company.

Core Duties/Responsibilities

The successful candidate will be responsible for the following:

• Monitor and improve data hygiene within the CRM, specifically for fields leveraged for building segments, nurture, and reporting (i.e. data standardization, data completeness)
  • Manual updates to Salesforce; Each time we send an email, we receive hundreds of automatic replies. These replies need to be sifted through to identify which contacts are no longer with their company. Additionally, many of these updates include contact information for ideal personas who would be beneficial in our CRM.
  • Domain Names & Sourcing of New Contacts; For the past year we’ve used SalesIntel to source new contacts. A condition to SalesIntel being able to find the accounts we need is having the correct domain name for an account. Presently, a few thousand accounts are either missing domain information or it is incorrect.
  • Updating Job Function & Seniority Fields on Contacts; These fields are necessary to ensure we’re emailing the ideal persona. Presently, there are over 20,000 unique titles in Unity that need to be converted into a standardized job function and seniority. Automations convert the most common job titles, but thousands of contacts are incorrect because they each have unique job titles not part of the rules.
  • Updating Job Titles on Contacts; Thousands of legacy contacts in Unity are missing job titles. This means there are contacts in our own CRM that are not being included in communications because we don’t know if they are a CFO or an entry level employee.
• Create segments within the MAP based on provided demographic criteria.
• Create Salesforce reports to identify gaps in data completeness and standardization.

Skills, Capabilities and Attributes

The successful candidate will demonstrate the following experience, skills and behaviours:

• Attention to detail: The Segmentation & Reporting Specialist should be detail-oriented and able to ensure that campaigns are executed accurately and effectively.
• Experience with marketing automation tools: The Segmentation & Reporting Specialist should have experience using marketing automation tools such as Marketo to execute campaigns and track results.
• Experience with CMS: The Segmentation & Reporting Specialist should have experience with CMS systems such as Umbraco for making updates to the corporate website.
• Project management skills: The Segmentation & Reporting Specialist may be responsible for managing multiple campaigns and initiatives simultaneously, so strong project management skills are important.
• Reporting and presentation skills: The Segmentation & Reporting Specialist should be able to effectively report on the results of demand generation campaigns, including creating slides for decks. This may involve using data visualization tools to present results in a clear and concise manner.
• Creativity: The Segmentation & Reporting Specialist should be able to think creatively and come up with new ideas for generating demand.

Education

Bachelors degree in marketing or business preferred. 3-5 years of experience

We are committed to equality of opportunity for all staff and applications from individuals are encouraged regardless of age, disability, sex, gender reassignment, sexual orientation, pregnancy and maternity, race, religion or belief and marriage and civil partnerships. Please note any offer of employment is subject to satisfactory pre-employment screening checks.