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Overview Salesforce Marketing Cloud Functional Lead / Scrum Master is a key role within the SFMC Platform team responsible for overseeing the functional aspects of SFMC implementation and operations. This role requires a good understanding of SFMC capabilities and functionality, as well as strong project management and leadership skills. The SFMC Functional Lead collaborates with cross-functional teams, including marketing, brand teams, and IT, to design and implement effective marketing automation strategies using SFMC. Responsibilities The key responsibilities of the SFMC Functional Lead include: 1. Requirement Gathering: Work closely with various stakeholders, including marketing teams, to understand their business objectives, marketing automation needs, and draft requirements. 2. Scrum Process Facilitation: Act as a facilitator for the Scrum process, guiding the development team and ensuring adherence to Scrum principles and practices. Conduct daily stand-up meetings, sprint planning, sprint reviews, and retrospectives to promote transparency, communication, and accountability. 3. Collaborate with SFMC Architect to design comprehensive SFMC solutions, including data models, email templates, customer journeys, automation workflows, and personalization strategies, that align with the business goals and objectives and to translate business requirements into SFMC solutions. 4. SFMC Implementation: Plan and execute the implementation of SFMC solutions, coordinating with developers and administrators to ensure successful deployment and configuration of marketing automation campaigns, including email marketing, mobile marketing, and social media marketing. 5. Campaign planning and implementation in SFMC: Oversee implementation in SFMC of various campaigns, including planning, segmentation, audience targeting, content creation, A/B testing, scheduling, and monitoring. Ensure campaigns are optimized for engagement, conversion, and ROI. 6. Data Management: Work with SFMC Architect and Delivery Lead to define data strategies and best practices for data integration, data cleansing, and data segmentation within SFMC. Ensure data accuracy, consistency, and privacy compliance. 7. Reporting and Analytics: Work with stakeholders to develop and maintain reports and dashboards within SFMC to track campaign performance, measure key metrics, and provide insights to stakeholders. Use analytics to help businesses in data-driven decision-making and continuous improvement of marketing efforts. 8. Training and Support: Establish and support training and support plan for new development team members on SFMC functionality, best practices, and campaign execution. 9. Quality Assurance: Create test plans, scenarios and work with the development team to Perform quality assurance checks and tests to ensure SFMC campaigns and automation are error-free, functional, and meet business requirements. 10. Remove Obstacles: Identify and remove any impediments or obstacles that may hinder the progress or productivity of the development team. Proactively address issues and risks, facilitate problem-solving, and escalate when necessary. 11. Stay Updated: Stay abreast of the latest SFMC features, updates, and industry trends. Continuously enhance own knowledge and skills in SFMC and related marketing technologies. In summary, the SFMC Functional Lead is responsible for leading the functional aspects of SFMC implementation, including requirement gathering, solution design, campaign management, data management, reporting, training, and support. This role plays a crucial part in enabling effective marketing automation and driving successful marketing campaigns using SFMC. Qualifications Years of Experience: Candidate should have total 10 – 15 years of total IT experience and at least 3+ years of relevant work experience as a SFMC Functional Lead Mandatory Technical skills: 1.Bachelor’s or Master’s degree in computer science, information technology, or a related field. 2. Excellent communication and collaboration skills to work effectively with stakeholders across different teams and markets. 3. 10 – 15 years of total IT experience 4. 5+ years of strong experience as a functional lead preferably in the consumer data space 5. 3+ years of experience as SFMC Functional Lead or Scrum Master/Project Manager 6. Thorough knowledge of the Business analysis process. Attention to detail and experience in gathering requirements. 7. Well-versed with Agile methodologies and processes. 8. Ability and desire to work with a high degree of independence and ownership in a geographically distributed team consisting of other developers and project management resources. Mandatory Non-Technical skills: • Agile delivery experience. • Self-motivated and creative Differentiating Competencies: • Excellent communication and interpersonal skills • Motivated self-starter, able to change directions quickly when priorities shift and quickly think through problems to design and deliver solutions • Passion for technology and for learning
