Marketing Automation Specialist

Graco manufactures and markets premium equipment to move, measure, control, dispense and spray a wide variety of fluid and powder materials. What does that mean? Well, we pump peanut butter into your jar, and the oil in your car. We glue the soles of your shoes, the glass in your windows and the screen on your phone. We spray the finish on your vehicle, coatings on your pills, the paint on your house and texture on your walls. Graco is part of your daily life.

The Marketing Automation Specialist will harness the power of personalized marketing to deliver tailored messages that resonate at every stage of the customer's journey. By crafting targeted campaigns that speak to individual needs and preferences and helps elevate brand loyalty and drive conversions. The role focuses on lead nurturing and scoring to ensure that our marketing initiatives are strategically aligned with sales objectives, allowing us to focus on high-quality leads. Collaborate with creative and content teams to develop compelling content that captivates and informs, while focusing on data to guide decisions, from A/B testing to optimizing email deliverability.
 

What You Will Do at Graco

Marketing Automation Execution

• Execute building trigger programs delivering the next best offer to the right person at the right time.

• Design and implement targeted marketing automation campaigns for awareness, consideration, purchase, and loyalty stages, leveraging data to inform creative, copy, and timing for optimal engagement and conversions.

• Plan, execute, and optimize lead nurturing programs to engage and convert leads through targeted content and automated workflows.

• Manage lead nurturing programs in Pardot, refining lead scoring models to align with sales and marketing goals.

• Implement targeting, personalization, and dynamic content strategies to enhance customer experience.

• Configure forms and handlers in Pardot for effective data collection and Salesforce CRM integration.

• Collaborate with creative and content teams to design and write emails and advise on landing page content best practices.

• Support campaign localization for international markets.

• Ensure timely, high-quality implementation, testing, and QA of campaigns in Pardot.

• Stay updated on 1:1 marketing and email industry best practices.

• Stay up to date on best practices and compliance requirements (CAN-SPAM, GDPR) to ensure that all email communications follow legal guidelines.

Data Management

• Implement and enforce contact scoring model for personalized email nurture programs and MQL handoff.

• Monitor email deliverability across domains.

• Build and manage email lists.

• Implement contact database hygiene and GDPR program to ensure contact records are being added and removed at a rate that is in line with industry best practices and regulations.

Optimization and Measurement

• Conduct regular A/B testing of subject lines, copy, creative, and CTAs to improve engagement and conversions.

• Generate regular reports on key metrics like open rates and conversions.

• Regularly analyze metrics to refine strategies.

What You Will Bring to Graco

• Bachelor’s degree in in marketing, communications, or similar field.

• 3+ years of experience designing and implementing email and retention marketing strategies; working with marketing automation platforms.

• Experience building and optimizing lead nurturing programs, leveraging data to determine appropriate behavior.

• Familiarity with lead scoring models and the appropriate time to engage sales.

• Knowledge of CRM and contact database management.

• Data-driven mindset with strong strategic, analytical, and problem-solving skills.

• Passionate about a customer-centric approach to 1:1 communication, seeking inventive ways to enhance the consumer experience.

• Execute a test-and-learn philosophy to launch ideas and optimize programs that demonstrate potential.

Accelerators

• Global industrial manufacturing experience and knowledge.

#LI-AI1

At Graco, you truly make a difference. Your unique talents contribute to our organizational growth and future. Not only do you make a difference, but Graco’s culture empowers employees to create their own career path. Whether you choose to advance within your current department or explore new opportunities in different divisions, you have the ability to build your future. Our managers are here to provide support and guidance as you continue to grow within your career.

Graco has excellent opportunities available to individuals who want to be part of a fast-moving, growing company that is committed to quality, innovation and solving fluid handling problems for our customers. Graco is proud to be named a Best Place to Work by Fortune Magazine in 2016, 2018, 2019, 2021 & 2022. Graco offers attractive compensation, benefits and career development opportunities. Graco’s comprehensive benefits include medical, dental, stock purchase plan, 401(k), tuition reimbursement and more.

Our company uses E-Verify to confirm the employment and eligibility of all newly hired employees. To learn more about E-Verify, including your rights and responsibilities, please visit www.dhs.gov/E-Verify.

The base pay range for this position is listed below, exclusive of fringe benefits or other compensation.  If you are hired, your final base hourly rate will be determined based on factors such as geographic location, skills, competencies, education, and/or experience.  In addition to those factors, we will also consider internal equity of our current employees.  Please keep in mind that the range provided is the full base salary range for the role.  Hiring at or near the maximum of the range would not be typical to allow for future and continued salary growth.