ESaaS – SFDC – Marketing & Marketing Analytics

Job Description

Overview:

We are looking for a highly experienced Salesforce Marketing Cloud Strategy & Analytics Consultant to lead a strategic evaluation and optimization of our marketing analytics and technology stack, with a core focus on Salesforce Marketing Cloud and Account Engagement (MCAE/Pardot). This role will drive insight discovery, tool rationalization, and data visualization strategies to ensure our marketing and sales teams have a unified and actionable view of prospect and customer engagement.

Key Deliverables:

• Discovery Summary:

Conduct business discovery and articulate/document marketing objectives and KPIs.

• Marketing Analytics Audit:

Assess current analytics and data infrastructure across Salesforce Marketing Cloud, Account Engagement (MCAE), and related tools (tag managers, cookies, GA, etc.).

• Tech Stack Rationalization:
  • Evaluate existing tools and identify gaps or redundancies.
  • Recommend the ideal stack centered around Salesforce Marketing Cloud and how each component should integrate.
• Visualization & Reporting:
  • Design a strategy to expose insights via dashboards or other visualization tools (preferably native to Salesforce or compatible platforms).
  • Recommend how campaign tracking and reporting should be structured within Salesforce for maximum transparency and insight.

Focus Areas & Strategic Outcomes:

1. General Web Traffic & Behavior Attribution

• Improve tracking of audience sources, behaviors, and conversion paths.
• Leverage cookies/tags in concert with Salesforce MCAE for deeper visibility.
• Enable end-to-end attribution for lead generation efforts.

2. Audience Insights, Engagement & Reach

• Use Salesforce data and conversational AI tools to capture visitor interests and navigation preferences.
• Personalize content and journeys using dynamic content and engagement studio within MCAE.

3. Enhanced Attribution Modeling

• Improve channel-level attribution using Salesforce Marketing Cloud Intelligence.
• Optimize campaign spending and ROI by surfacing true impact across digital channels.

4. Bot vs Human Traffic Differentiation

• Use analytics filters and Salesforce tracking to separate and optimize for human vs bot behavior.
• Prepare data and reporting models for future AI/LLM browsing behavior.

5. Intent & Anonymous Persona Identification

• Capture and enrich anonymous behavior via MCAE and web tracking.
• Connect web intent signals with first-party data to drive high-quality lead conversion and segmentation.

6. Known Contact Identification & Personalization

• Maximize the capabilities of MCAE for known prospect nurturing.
• Implement advanced segmentation, journey mapping, and dynamic content strategies.
• Ensure marketing and sales have aligned, actionable insights into contact behavior across touchpoints.

7. Unified 360° Campaign & Audience View

• Develop a strategic framework for campaign tracking and performance visualization within Salesforce.
• Define how MCAE, core Marketing Cloud, CRM data, and analytics tools combine to deliver a unified view across the funnel.

Qualifications:

• 5+ years of experience in marketing operations, martech strategy, or digital analytics
• Deep hands-on experience with Salesforce Marketing Cloud and MCAE (formerly Pardot)
• Proven ability to design and optimize multi-tool tech stacks centered around Salesforce
• Strong understanding of cookie/tag architecture, GA, and intent-based tracking tools
• Experience implementing Salesforce-integrated dashboards (e.g., Tableau CRM, Datorama, etc.)
• Ability to translate complex data into clear business insights
• Familiarity with AI or conversational tools for marketing personalization is a plus

Job Info

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