Marketing Automation Manager

The Role We are looking for an experienced Marketing Automation Manager to take ownership of our marketing automation capability and help us build a more sophisticated, scalable and customer-led approach to lifecycle marketing. This is a hands-on role for someone who knows Marketo inside out, understands how marketing automation connects with Salesforce, and can turn customer and commercial requirements into effective automated journeys. You will own the day-to-day development and optimisation of our automation programmes, from acquisition and onboarding through to engagement, retention and re-engagement. You’ll also help us evolve how we use data, segmentation, personalisation and AI to deliver more relevant customer experiences at scale. The role sits within Marketing and will work closely with Lifecycle Marketing, Demand Generation, Product Marketing, Commercial Operations and our wider Data and Technology teams.   Principal Accountabilities Marketing automation & Marketo • Own and manage our Marketo environment, ensuring it is structured, scalable and used effectively across Marketing. • Build, test and optimise automated marketing programmes, campaigns, nurture streams and triggered communications. • Develop campaign and programme templates that enable Marketing teams to work efficiently while maintaining consistency and quality. • Establish strong standards for campaign set-up, testing, QA, naming conventions and documentation. • Identify opportunities to reduce manual activity through automation and smarter processes. Lifecycle marketing • Translate our customer lifecycle strategy into automated journeys across acquisition, conversion, onboarding, engagement, retention and win-back. • Work closely with Lifecycle Marketing to develop always-on programmes based on customer behaviour, needs and lifecycle stage. • Build increasingly sophisticated segmentation and personalisation into our communications. • Use behavioural and engagement signals to trigger relevant communications and next-best actions. • Continually test and optimise journeys based on performance and customer behaviour. Marketo & Salesforce • Manage the relationship between Marketo and Salesforce from a marketing automation perspective. • Ensure leads, contacts, campaign activity and relevant engagement data flow reliably between platforms. • Partner with Commercial Operations on lead management, routing, scoring and handover processes. • Monitor and resolve automation and integration issues, working with technical teams or external partners where appropriate. • Help maintain high standards of data quality and governance across the marketing technology stack. Measurement & optimisation • Establish clear measurement for automated programmes and journeys. • Monitor conversion, engagement and progression through the customer lifecycle and use these insights to improve performance. • Partner with Commercial Operations to ensure automation activity can be connected to pipeline and commercial outcomes. • Develop testing programmes across audiences, content, journeys, triggers and channels. AI & innovation • Explore how AI can make our marketing automation smarter, faster and more personalised. • Identify opportunities to use AI to support segmentation, journey development, optimisation and content personalisation. Keep abreast of developments across marketing automation, CRM and lifecycle technology, recommending where new capabilities could add meaningful value. • Help build an automation culture across Marketing, enabling teams to move from one-off campaigns towards intelligent, always-on customer journeys. KEY INTERFACES • Demand Generation & Events Marketing – building campaign automation, nurture programmes and lead follow-up journeys