Responsibilities

• Own and execute marketing automation strategies aligned with lead qualification workflows to support the prospect lifecycle using automation rules and Salesforce sync
• Design, maintain, and optimize lead nurture strategies based on prospect engagement, conversion metrics, and pipeline impact
• Act as the primary liaison between digital marketing and Lead Qualification Management teams to ensure alignment, shared definitions, and continuous improvement
• Implement best practices for segmentation, dynamic content, and personalization to deliver relevant messaging
• Identify underutilized Account Engagement (Pardot) capabilities and recommend enhancements aligned with B2B marketing automation best practices
• Develop and maintain lead scoring and grading models consistent with LQM definitions and MQL criteria
• Support lead recycling and re-engagement strategies for stalled or inactive prospects
• Leverage prospect behavior, intent signals, and data to inform segmentation, qualification, and personalized nurturing strategies
• Ensure robust Salesforce and Account Engagement integration, including campaign setup, automation rules, and troubleshooting sync or data issues
• Monitor and support lead attribution, reporting, and funnel visibility to assess program effectiveness and lead progression
• Maintain scalable, compliant, and well-governed automation processes, including list management and adherence to CAN-SPAM regulations
• Support campaign execution tasks such as landing pages, forms, form handlers, and Engagement Studio programs as needed
• Educate the digital marketing team on AI capabilities within marketing automation platforms and their applications