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Associate - Projects

3 months ago

Chennai, Tamil Nadu, India Cognizant Full time
Role

The campaign operations Specialist is a key contributor to Cognizant's demand generation organization - Global Campaigns ops. CoE (MarTech). Responsible for:

· Successful campaign execution, process governance, and channel orchestration to meet marketing performance goals using the best-in-class marketing technology platforms.

· Blending elements of marketing technology enablement, support marketing planning, go-to-market readiness assessments, buyer profiling/segmentation, content mapping to channels and driving the overall omni channel demand-gen campaign framework via market leading marketing-automation technology.

· Enabling seamless digital outcome tracking using MarTech and driving process build efficiency and visibility into marketing performance effectiveness for our global marketing teams.

Responsibilities

The Campaign Operations Specialist will:

· Demonstrate strong marketing strategy (go-to-market) and campaign enablement skills using marketing technology platforms.

· Create campaign components, assign workflow for complex drips, and activate, nurture leads using efficient automation programs with expert knowledge of industry leading marketing automation platforms such as Marketo, Pardot, SMFC & Hubspot.

· Understand Salesforce connected campaigns logic on channel reporting - Prospect to Lead-Opp. model of reporting on campaign outcomes with advanced knowledge of analytics tools such as Salesforce Einstein, Tableau.

· Build events in Cvent Event Management platform (complex event & registration configuration, highly skilled with Cvent design tools) with advanced knowledge of event enablement platforms such as Cvent.

· Drive technologies related to prospect acquisition and customer marketing programs, including marketing automation, CRM lead management, ABM platforms, digital platforms (web, programmatic, social), event technology, along with data intelligence tools with subject matter expert (SME) on tech usage to meet business user needs.

· Translate a marketing objective into an efficient campaign execution strategy.

· Work seamlessly with cross functional and external teams / agency and project manage the deliverables for successful campaign execution.

· Have sound knowledge of IT, BPO and consulting services across all domains / industry sectors. Sector/Business unit, domain knowledge is a plus.

· Drive operational efficiency & transparency with process and tech for global marketing teams, able to build and contribute to process builds.

· Package and communicate clearly on the project scope to internal / external team members responsible for campaign execution.

· Self-deliver multichannel connected campaigns for effectiveness along with user journey tracking.

· Drive operational performance and campaign outcome reporting to optimize ROI.

· Build, package and deliver best practices for better campaign outcomes.

· Multitask and meet stakeholder commitment for strategic projects.

· Utilize various analytic and targeting systems to analyse and troubleshoot campaign delivery and performance.

· Use marketing execution channels effectively to generate awareness, build brand eminence, and transform qualified leads to opportunity with the help of sales and account teams with advanced understanding of marketing execution channels.

· Gather and share insights that can be used to drive and inform marketing of campaign performance to make decisions on upcoming campaign execution strategy and optimizations. Help stakeholders understand the value generated by such campaigns and contribution to pipeline to business unit or market units.

· Edit, build complex HTML email design in house with automation tools with advanced knowledge of Microsoft productivity suite including MS projects and Visio.

· Work closely with CMO teams, Digital field teams and management to share funnel conversion improvement ideas - present results and feedback.

· Educate, train and support field marketing colleagues to ensure team alignment and consistency in marketing best practices.

· Possess strong research skills on buyer persona buildouts, competitive positioning, and market segmentation.

· Supervise quality control of the marketing database system for efficient campaign delivery and remove bounce rates. Familiarity with consent and regulatory/data privacy principles from marketing and sales standpoint. Ensure data compliance with data privacy standards including geo-requirements such as Opt-in rules, E-privacy and GDPR.

· Support team's and organization's decisions regardless of own position, ability to extend to suit business needs.

· Drive and implement continuous improvement and optimization programs for operational processes.

Qualifications

· Min. 4 years relevant B2B experience aligned with full funnel marketing performance & operations experience.

· Expertise in campaign build, analysis and reporting

· Proficiency with marketing automation ecosystems (Marketo, Pardot)

· Possess excellent analytical skills and leverage data, metrics, analytics, behaviour trends to drive actionable insights and recommendations.

· Strategic, goal oriented, open-minded, curious, and strong problem solver.

· Possess strong written and verbal communication including ability to express complex concepts in a clear and concise manner – able to lead large scale team meeting.