La-Z-Boy Senior Marketing Automation Specialist in Plymouth, Massachusetts

Senior Marketing Automation Specialist

at La-Z-Boy

Date Posted:



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Job Description

JOB SUMMARY: The primary function of this role is to build and execute cross channel marketing campaigns with the aim of acquiring and retaining customers leading to growth. This individual will be the internal expert of our marketing automation platform (Eloqua) with responsibilities over the platform itself, campaign development, campaign analysis & segmentation. We are looking for an individual with a real passion for digital marketing and that strives on attention to detail.KEY RESPONSIBILITIES (other duties as assigned):Platform Management:• Ensure accurate and complete consumer data is captured by and ingested by our marketing automation system.• Primary administrator and ownership of managing permissions for internal and external business users of the platform.• Explore and innovate new ways to leverage the information to inform other departments within La-Z-Boy.• Expert knowledge and ability to train others to leverage the automation platform.• Work with the website & digital marketing teams to exploit opportunities to both increase the number of contacts in the database, as well as enhance the data on their contact records.Campaign Development:• Work with marketing and other business units to define marketing requirements and translate those requirements into functional campaigns that integrate with our digital marketing channels, using our marketing automation tool.• Develop multichannel personalized nurture programs that incorporate lead scoring, behavioral data and engagement activity to engage customers and drive revenue.Campaign Analysis:• Lead status meetings and provide weekly insights to all stakeholders through an in-depth analysis of campaign results and recommendations for continued optimization.• Create, implement and maintain dashboards of key metrics to include frequency, engagement, conversion, etc.• Measure effectiveness of marketing campaign programs and further optimize to convert leads into customers.• Increase transparency of store leads to retail associates to further enable the selling process in store.Segmentation:• Understand and master available data sources/data structure, and develop data segmentation strategies to effectively communicate with marketing team’s ideal target audience.• Build appropriate segmentation lists of customers and prospects based on digital marketing behavior, such as past email engagement and website interaction (content downloads, website visits, etc.) • Work to protect La-Z-Boy’s email reputation and minimize list decay and unsubscribes, while increasing the productivity of our email sends.• Cross-functional Collaboration:• Collaborate cross-functionally with stakeholders, including company owned retail, independent dealers, brand, social & product marketing, creative, strategy & analytics, and other departments, as a strategic partner and advisor for marketing automation best practices.• Develop a process where we can acquire missing contact and transactional from independent dealers who do not currently leverage our proprietary POS system.Data Steward:• Ensure that the data being consumed is the correct data, being properly recorded by the system and that the data connections are enabled.SCOPE & IMPACT: The scope and impact of this role for the organization will be rooted primarily in meeting business and campaign metrics for residential database growth, quality and conversion. There will not be any budget responsibility at the onset, however that could change.MINIMUM REQUIREMENTS: • Bachelor’s Degree in Business, Marketing, or related field, with 4-6 years of relevant experience, or equivalent• Up to 5% travel - This role can be remote with monthly travel to HQPREFERRED REQUIREMENTS: • Master’s Degree in Business, Marketing, or related field• 1-3 years of experience working in a marketing automation platform• 3-5 years of B2C/Retail Marketing experience & has worked with agency partnersSUPERVISORY RESPONSIBILITIES: None PHYSICAL DEMANDS/WORK ENVIRONMENT:Operates in a professional office environment, not substantially exposed to adverse environmental conditions. CORE ATTRIBUTES:Communicate TransparentlyLead the Team Impact and Influence Deliver ResultsCoach and Develop OTHER DUTIES: Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the incumbent for this job. Duties, responsibilities and activities may change at any time with or without notice.


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Senior Marketing Automation Specialist

Job Snapshot

  • Employee Type:


  • Location:

Plymouth, MA

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  • Experience:

Not Specified

  • Date Posted:


About Us

Things have really evolved since La-Z-Boy first introduced the recliner in 1928. Over the subsequent decades, our product line has grown to include a myriad of pieces and styles, and our brand name has become highly recognized across the country and around the globe. But throughout our history, one fact remained constant: The La-Z-Boy brand name is synonymous with comfort and quality.

Are you looking to make a comfortable living? There’s no better place to do just that than with the number one name brand, La-Z-Boy! From the furniture we carry to the people who work here, comfort is our business. We have a comprehensive training program that helps our employees grow to their greatest potential- where the sky is the limit. We offer great salaries and a comprehensive benefits package.

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