The Senior Manager, Marketing Automation is a strategic, highly analytical, and results-driven individual that will lead the planning, execution, and optimization of advanced email marketing and automation programs supporting both B2B and B2C audiences. The Senior Marketing Automation Manager, in conjunction with marketing leaders, plans the enterprise strategy and execution model for marketing automation, serving as a key advisor to leadership, with a strong focus on strategic planning and maximizing the MarTech stack to deliver highly personalized, relevant, and compliant customer communications. This is a hands-on leadership role responsible for both defining and executing complex marketing automation solutions. The role partners closely with Marketing, Sales, Servicing, IT, and external vendors to ensure marketing automation initiatives are aligned with business objectives and integrated across digital channels. This role is responsible for defining automation strategy, overseeing campaign execution, and using data and insights to continuously improve performance. In addition to strategy, this role leads and mentors marketing automation specialists, establishes best practices and standards, and ensures all automation programs are delivered at scale, on time, and in compliance with brand, privacy, and regulatory requirements. Marketing Automation Strategy Architecture Act as the organizational Subject Matter Expert for journey orchestration, multi-channel automation, and advanced Marketing Cloud architecture Translate enterprise business objectives into scalable, automated campaign ecosystems across email, SMS, and emerging digital channels Identify and lead high-impact automation opportunities that improve personalization, customer experience, conversion, and operational efficiency Assess and apply AI and machine learning capabilities whenever possible, to enable predictive insights, optimization, and next-best-action strategies Plan future roadmaps for Automations Campaign Planning Operational Excellence Lead the design, deployment, and optimization of complex and triggered automation journeys Define implement advanced segmentation, dynamic content, preference management, and cross-channel activation strategies Establish the automation reporting framework, delivering actionable insights into campaign performance, lead generation, behavioral trends, and conversion drivers Ensure platform stability, business continuity, and overall Marketing Cloud health Establish standardized processes, deployment frameworks, QA protocols, and documentation across the automation team Oversee testing strategies to ensure accuracy of code, data, journeys, and campaign execution Maintain up-to-date technical documentation and enable knowledge sharing within team MarTech Ecosystem Vendor Management Evaluate, recommend, and manage marketing technology solutions across Salesforce Marketing Cloud and complementary platforms Partner with vendors and internal technology teams to design secure, scalable integrations, APIs, and data flows Own vendor relationships, contract SLAs, and performance reviews to ensure the MarTech stack remains innovative, reliable, and cost-effective (provide build vs buy recommendations) Provide clear communication on technical options, risks, and trade-offs to executives and stakeholders Stakeholder Partnership Serve as an advisor to Marketing Head, Directors, and senior stakeholders, aligning automation initiatives to business roadmaps Collaborate closely with Marketing Operations, SFReporting, Business Teams and Project teams to identify expansion opportunities Manage and prioritize multiple enterprise-wide relationships, acting as both primary and secondary escalation point Deliver regular status updates, summaries, and strategic recommendations to stakeholders Data, Analytics Integration Lead the automation of data flows between enterprise databases and Salesforce Marketing Cloud, ensuring accuracy, timeliness, and compliance Continuously analyze campaign performance and implement data-driven enhancements to drive business decisions Conduct audits, diagnostics, and performance reviews to identify optimization/efficiency Setup proactive and automated reporting of campaigns Governance, Compliance Standards Enforce brand, legal, and regulatory compliance standards (CAN-SPAM, GDPR, privacy, consent management) across all channels Drive continuous process improvement to increase delivery throughput and quality Establish and adopt channel and automation best practices aligned to industry standards People Leadership Capability Building Lead, mentor, and develop a high-performing marketing automation team Provide strategic direction, coaching, and hands-on guidance for consistent accurate delivery Build scalable team capabilities through training and documentation