CRM Marketing Automation Specialist

A Brief Overview

Reporting to the Director of Marketing and Communications in Undergraduate Admission and Recruitment, the CRM Marketing Automation Specialist is responsible for the hands-on design, configuration, and execution of recruitment marketing campaigns within Queen’s ECRM platform. The role ensures that prospects, applicants, and offer-holders receive timely, targeted, and personalized communications that support conversion through the recruitment pipeline (prospect → applicant → offer → confirmed student).

This position sits at the intersection of marketing and technology. It requires strong platform execution skills—including building automated journeys, configuring business rules and logic, managing data segmentation, and integrating with other University systems—combined with a data-driven marketing mindset. It operates within the University’s enterprise CRM marketing automation platform, aligned to central Marketing and IT standards (brand, accessibility, consent/privacy, and change management), and contributes feedback and insights to continuously enhance these standards.

The role will also provide subject-matter expertise on CRM marketing automation to colleagues across faculties and service areas, ensuring consistent standards, effective campaign deployment, and alignment with the University’s enrolment goals.

This position designs, builds, tests, and deploys automated marketing campaigns, and configures and maintains dynamic content, personalization tokens, and business rules to tailor communications for diverse audiences. This position develops and executes complex data segmentation to ensure communications reach the right audiences at the right time. This position leverages analytics to ensure the ongoing effectiveness of campaigns, and recommends course corrections as necessary. This position develops reports and generates insights and recommendations to inform and improve upon digital marketing and marketing automation strategies and plans. This position also oversees the work of casual and/or student staff.

What you will do

• Designs, builds, tests, and deploys automated marketing journeys (ensuring proper logic, triggers, and conditional paths) as well as single-send campaigns.
• Configures and maintains dynamic content, personalization tokens, and business rules to tailor communications for diverse audiences.
• Ensures compliance with university-wide branding, accessibility, and consent/privacy guidelines (including CASL compliance).
• Develops and executes complex data segmentation to ensure communications reach the right audiences at the right stage in the pipeline.
• Ensures cohesiveness of data from multiple sources to enable effective campaign tracking and monitoring.
• Performs quality assurance testing (QA) of communications, ensuring links, formatting, and personalization render correctly.
• Implements A/B and/or multivariate testing and iterative improvements to enhance performance.
• Conducts post-launch monitoring to ensure campaigns remain on-track and course corrects as necessary.
• Provides insights and recommendations based on performance data to improve campaign effectiveness.
• Partners with central IT and Marketing teams to align on CRM best practices and evolving platform capabilities.
• Contributes to policies, procedures, templates, and documentation for CRM marketing automation.
• Oversees casual or student staff supporting CRM operations.

Required Education

• Four-Year Bachelor Degree or equivalent. In addition, requires trade certification, qualification, or on-going learning to remain ahead of changes in technology or emerging fields.

Required Experience

• More than 3 years and up to and including 5 years of experience.

Consideration will be given to an equivalent combination of education and experience.

Job Knowledge and Requirements

• Knowledge of concepts and principles in a specialist field that is typically acquired through a combination of advanced professional or academic qualifications and/or substantial work experience.
• Provide effective consultation and advice on non-straightforward and/or complex issues.
• Interaction with others requires interpersonal skills and the ability to understand and influence.
• Adapt messages to meet the different needs of different audiences.
• Builds relationships, trust and credibility.
• Prioritize and distribute work to deliver objectives on time and to the highest standard.
• Identify in advance when the intended results may not be achieved and develops a plan to address the gaps.
• Actively participate in project team meetings and develop individual and unit project plans.
• Lead procedural or technological change within a unit.
• Identify opportunities to improve the effectiveness and efficiency of work processes.
• Seek information and input to fully understand the cause of problems.
• Appropriately assesses risks before making a decision.
• Contribute to the creation and evaluation of possible solutions.
• Take action to remove obstacles and address problems before they impact performance and results.
• Apply equity, diversity, accessibility, inclusion and Indigenization considerations to decision making and planning.
• Promote a work environment that is free from sexual violence, harassment and discrimination, and the ability to show empathy for those who have experienced trauma.

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