What You’ll Do
As a Product Manager, Marketing Automation, you’ll drive the strategy and evolution of a data-driven engagement platform—leveraging Salesforce, Marketing Cloud, and Data Cloud to deliver highly targeted, event-driven communications across email, SMS, and WhatsApp.
The Product Manager, Marketing Automation is responsible for the strategy, execution, and continuous optimization of outbound marketing communications across CFA Institute’s Marketing and Customer Experience function, enabling customer and prospect outreach for Membership, member societies, Education, Research, and Advocacy & Standards business stakeholders. This role owns the product lifecycle for marketing automation capabilities, with a focus on scalable, data-driven email, SMS and WhatsApp execution using Salesforce, Marketing Cloud, and Data Cloud. The Product Manager will define the product vision, build business cases, develop roadmaps, and partner cross-functionally to deliver highly targeted, personalized, and compliant marketing campaigns that drive engagement and business outcomes.
This role reports to the Director, Product Management and is eligible for flexible working arrangements including remote/hybrid.
Product Strategy & Roadmap
* Define and articulate the vision and roadmap for marketing automation capabilities across email and outbound channels.
* Align product strategy with organizational goals across business lines.
* Identify opportunities to improve campaign effectiveness through segmentation, personalization, and automation.
Campaign Execution & Optimization
* Own the end-to-end design and technical implementation of outbound email, SMS and WhatsApp campaigns within Salesforce Marketing Cloud.
* Partner with marketing stakeholders to translate campaign requirements into scalable automation workflows.
* Ensure campaigns are optimized for deliverability, engagement, and conversion through A/B testing and performance analysis.
* Establish best practices for email design, journey orchestration, and audience targeting.
Data & Technology Enablement
* Leverage Salesforce Data Cloud to enable advanced segmentation, audience insights, and personalization strategies.
* Ensure data integrity, governance, and compliance (e.g., CAN-SPAM, GDPR where applicable).
* Collaborate with engineering and data teams to integrate marketing platforms with enterprise systems.
* Evaluate and implement new MarTech capabilities to enhance automation and analytics.
Cross-Functional Collaboration
* Work closely with marketing, product, technology, and analytics teams to deliver cohesive campaign strategies.
* Manage dependencies across systems and teams to ensure timely delivery of campaigns and features.
* Act as the primary liaison between business stakeholders and technical teams.
Product Lifecycle Management
* Maintain and prioritize the product backlog based on business impact, effort, and strategic alignment.
* Drive continuous improvement through user feedback, campaign performance data, and usability insights.
* Support ongoing platform enhancements, documentation, and training for stakeholders.
Performance & Analytics
* Define and track KPIs related to campaign performance, engagement, and ROI.
* Use analytics to inform product decisions and optimize marketing effectiveness.
* Deliver insights and reporting to stakeholders to demonstrate impact and guide future strategies.
What We’re Looking For
* Bachelor’s degree in Business, Marketing, Information Technology, or related field.
* 5+ years of experience in Product Management, Marketing Automation, or related roles.
* Hands‑on experience with Salesforce, Marketing Cloud, and Data Cloud strongly preferred.
* Strong understanding of email marketing, customer journey orchestration, and marketing automation best practices.
* Experience working with data-driven marketing strategies, segmentation, and personalization.
* Excellent communication and stakeholder management skills.
* Preferred Experience
o Experience in MarTech, digital marketing, or customer engagement platforms.
o Experience with Salesforce marketing ecosystem (Marketing Cloud, Data Cloud, Sales Cloud).
o Familiarity with nonprofit, education, or membership-based organizations.
o Knowledge of compliance and data privacy regulations impacting marketing communications.
Equal Opportunity Employer
We are an Equal Opportunity Employer. CFA Institute prohibits both discrimination and harassment with regard to all identifying characteristics: any individual employee, group of employees, or prospective employee on the basis of race, color, national origin, citizenship or immigration status, religion, creed or belief, age, marital or partnership status, marital or family status, care giver status, pregnancy and maternity, sexual and other reproductive health decisions, physical abilities/qualities, disability, sexual orientation, gender, gender identity or expression, predisposing genetic characteristic, military or veteran status, status as a victim or witness of domestic violence or sex offense or stalking, unemployment status, infectious disease carrier status, migrant worker status, educational background, socio-economic status, geographic location and culture or any other basis protected by applicable law. This policy impacts all aspects of employment, including but not limited to, recruitment, hiring, compensation, training, development, promotion, demotion, layoff, recall, furlough, transfer, leave of absence, and dismissal. This is a global policy that applies to all CFA Institute employees, regardless of location.
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