Audience Campaign Strategist

JOB SUMMARY The Audience Campaign Strategist serves as the critical bridge between audience intelligence and campaign execution at The Cokesbury Community.  This role translates audience research and segmentation into integrated marketing campaigns across all channels, ensuring that every campaign delivers relevant, personalized experiences that drive engagement, conversion, and customer loyalty.  Working closely with the Market Research CRM Strategist, the incumbent orchestrates campaign strategy, builds marketing automation workflows, coordinates cross-functional execution, and drives continuous performance optimization. ORGANIZATIONAL CONTEXT & AREAS OF IMPACT Reporting Relationship & Peers Reports to the Chief Revenue Officer, as do: - Author Partnerships Specialist - Contact Center Manager - Creative Content & Brand Director - Director, Trade Sales - Marketing Analytics & Systems Specialist   Reporting Directly to This Job EXEMPT - Allied & Amplify Merchandiser - Digital Marketing & Social Specialist   Areas of Impact (as applicable) SALES BUDGET - $25M (annual revenue) DEPARTMENT OPERATING BUDGET - Campaign execution budgets as authorized by CRO     RESPONSIBILITIES & SCOPE Essential Job Functions PRIMARY - Campaign Strategy Development: Translates audience segments from the Market Research CRM Strategist into comprehensive, multi-channel campaign strategies.  Designs campaign architecture including messaging themes, channel mix, timing strategies, and personalization approaches.  Develops campaign roadmaps aligned with business objectives and audience needs.  Determines campaign mechanics (segmentation approach, dynamic content strategy, A/B testing plans, and success metrics).  Creates integrated campaign plans coordinating email, social media, web, paid media, and content marketing.  Partners with the Market Research CRM Strategist to refine audience segments based on campaign performance insights. - Marketing Automation Implementation: Builds automated customer journeys in Salesforce Marketing Cloud Journey Builder.  Develops automation workflows in Automation Studio for triggered campaigns and lead nurturing.  Implements segmentation logic and personalization rules in Marketing Cloud.  Sets up decision splits, waiting periods, and journey optimization.  Creates campaign-specific subsegments for tactical execution.  Configures A/B testing and optimization experiments.  Troubleshoots automation technical issues and ensures successful execution.  Documents journey logic and automation workflows. - Campaign Coordination & Project Management: Manages comprehensive campaign calendar across all channels and audience segments.  Coordinates cross-functional execution across the Digital Marketing & Social Specialist, Creative Content & Brand Director, Allied & Amplify Merchandiser, and Digital Experience & Content Production Specialist.  Establishes project timelines, milestones, and deliverable schedules.  Ensures campaign readiness including content, design, technical setup, and deployment preparation.  Confirms all Amplify and Ministry Matters email execution is managed by the Allied & Amplify Merchandiser; deploys the Digital Marketing & Social Specialist on Amplify/Ministry Matters email only when directed as part of a broader integrated campaign. SECONDARY - Campaign Planning Guide Development: Creates strategic planning guides that clearly articulate campaign objectives, audience insights, messaging frameworks, and execution approach.  Defines campaign requirements including asset needs, content specifications, and delivery timelines.  Establishes success metrics and measurement frameworks for each campaign.  Briefs the Digital Marketing & Social Specialist on technical execution requirements.  Documents campaign strategies and maintains campaign knowledge base. - Performance Monitoring & Optimization: Monitors real-time campaign performance across all channels.  Analyzes campaign metrics including engagement, conversion, revenue impact, and audience behavior.  Provides actionable optimization recommendations.  Conducts post-campaign analysis and shares insights with Market Research CRM Strategist and leadership.  Reports on campaign effectiveness to CRO. These essential job functions are not intended to cover all work details or the occasional performance of other tasks as assigned by the supervisor.  Reasonable accommodations may be made to enable qualified individuals with disabilities to perform the essential functions of this job.   Common or Complex Problem-Solving Challenges - Translating Audience Intelligence to Campaign Strategy – Converting complex data segments and behavioral insights into campaign architectures that are both strategically sound and operationally executable. - Automation Complexity at Scale – Building and maintaining 15–20 simultaneous automated journeys in Salesforce Marketing Cloud without errors, journey conflicts, or data integrity failures. - Managing Direct Reports Alongside Full Execution Portfolio – Providing effective direction and development for direct reports while carrying a full personal execution load. - Campaign Calendar Prioritization – Managing competing campaign demands across multiple audience segments, seasonal initiatives, and organizational priorities within a shared production resource environment. - Year One Infrastructure Build – Establishing campaign workflows, automation architecture, and cross-functional coordination processes from scratch while simultaneously executing live campaigns.   Authority & Accountability - Authority to make all campaign mechanics decisions including segmentation approach, dynamic content strategy, A/B testing plans, send timing, and channel coordination - Authority to build, deploy, and optimize automated customer journeys in Salesforce Marketing Cloud - Authority to direct the Digital Marketing & Social Specialist and Allied & Amplify Merchandiser on campaign execution priorities - Accountability for campaign deployment accuracy, timeliness, and performance outcomes - Accountability for marketing automation journey quality and optimization - Accountability for campaign calendar management and cross-functional coordination - Accountability for the performance and development of the Digital Marketing & Social Specialist and Allied & Amplify Merchandiser   Regular Contacts & Stakeholders INTERNAL - Digital Marketing & Social Specialist – direct report; campaign execution direction and Salesforce Marketing Cloud deployment coordination - Allied & Amplify Merchandiser – direct report; confirms this role owns all Amplify/Ministry Matters email execution - Creative Content & Brand Director – receives Campaign Planning Guides; coordinates on creative brief development and production calendar - Marketing Operations & Publishing Liaison – provides advance notice of campaign infrastructure needs - Digital Experience & Content Production Specialist – coordinates all page build requests - Marketing Analytics & Systems Specialist – receives campaign performance data and analytics support - Market Research CRM Strategist (CMDR team) – primary partnership for audience intelligence and segment data - Both Chiefs – Core Strategy Team participation and campaign reporting JOB REQUIREMENTS Education, Experience, & Certifications (as applicable) REQUIRED - Bachelor’s degree in Marketing, Communications, Business, or related field - Three (3) to five (5) years of integrated marketing campaign management experience - Hands-on experience building journeys and automation in marketing automation platforms - Experience with Salesforce Marketing Cloud (Journey Builder, Automation Studio) or similar platforms - Demonstrated success developing and executing multi-channel marketing campaigns PREFERRED - Salesforce Marketing Cloud certification (Email Specialist, Marketing Cloud Consultant) - Experience in publishing, education, religious organizations, or mission-driven environments - Familiarity with Salesforce Data Cloud and CRM platforms - HTML/CSS knowledge for email troubleshooting   Knowledge, Skills, & Abilities - Advanced proficiency in Salesforce Marketing Cloud (Journey Builder, Automation Studio, Email Studio) - Proven ability to translate audience insights into effective campaign strategies - Data-driven decision making with strong campaign analytics and performance measurement skills - Strong project management skills with ability to coordinate multiple campaigns simultaneously - Cross-functional collaboration and stakeholder management experience - People management skills with ability to direct, develop, and support direct reports - Outstanding written and verbal communication skills - Knowledge of customer lifecycle marketing and engagement strategies - Experience with dynamic content and personalization strategies   AI-Enabled Workplace The United Methodist Publishing House is committed to maximizing the impact of artificial intelligence by adopting and integrating AI tools across our work.  These technologies are vital to enhancing productivity, fostering creativity, and strengthening decision-making.  All staff members are expected to engage thoughtfully and responsibly with AI as part of their professional responsibilities.  Core expectations include: - Responsible AI Integration – Leverage AI tools strategically to streamline workflows, generate actionable insights, and deliver exceptional outcomes that advance our mission. - Critical Evaluation & Oversight – Apply professional judgment and critical thinking when reviewing, refining, and validating all AI-generated content and recommendations to ensure accuracy and alignment with our standards. - Continuous Learning & Innovation – Maintain curiosity and adaptability toward emerging AI technologies, actively contributing to innovative practices within your area of expertise while supporting organizational growth. - Ethical & Secure Practice – Uphold UMPH’s commitment to ethical, transparent, and secure AI usage, ensuring all applications align with our mission, values, and community standards.   Equal Employment Opportunity UMPH is an Equal Opportunity Employer.  We celebrate diversity and are committed to creating an inclusive environment for all employees.