Job Title: Lead II - Enterprise Solutions Salesforce Marketing Cloud (SFMC) - Senior Business Systems Analyst


OVERALL EXPERIENCE
5-7 years of total IT experience, preferably in Salesforce ecosystem projects.
3-4 years of strong, hands on experience specifically in Salesforce Marketing Cloud (SFMC) as a Business Analyst / Functional Consultant.
Experience coordinating with onsite (USA based) product owners, marketing teams, and IT stakeholders.
Strong understanding of customer lifecycle, marketing automation workflows, and digital engagement strategies.
Exposure to additional Salesforce clouds (Sales, Service, Experience) is a plus.
Experience in Data Cloud / CDP, Pardot, Journey Analytics, or Einstein features is advantageous.

CERTIFICATIONS
Must Have
Salesforce Marketing Cloud Email Specialist
Salesforce Marketing Cloud Administrator (preferred for Snr BSA roles)

Good to Have
Salesforce Marketing Cloud Consultant
Salesforce AppBuilder / Platform Developer 1 (adds technical depth)
Salesforce Data Cloud Consultant (nice-to-have depending on integration needs)
Any Analytics, Einstein, or Journey Builder certifications

FUNCTIONAL & BUSINESS ANALYSIS SKILLS
Elicit, analyze, and document business requirements for marketing automation initiatives, customer journeys, and personalization use cases.
Work closely with marketing stakeholders to convert business objectives into SFMC based solutions.
Create detailed BRDs, FRDs, user stories, acceptance criteria, and process documentation.
Conduct gap analysis, identify dependencies, and recommend feasible marketing automation solutions.
Support campaign planning, segmentation logic, and data driven audience activation strategies.
Document and define multi channel communication flows: email, SMS, mobile push, in app notifications, and advertising audiences.

SFMC PLATFORM SKILLS
Must Have Hands-On Understanding of:
Journey Builder - journey design, entry criteria, decision splits, waits, exit conditions
Automation Studio - automations, SQL Activities, file imports, extract activities
Email Studio - content blocks, templates, send configurations, A/B testing
Contact Builder - data extensions, data relationships, attribute groups
Segmentation - SQL based filtering, audience definitions
Subscriber management & preference management
Personalization using AMPscript / SSJS (functional understanding)

Nice to Have:
Experience supporting Cross Cloud integrations (Sales Cloud SFMC via MC Connect)
Exposure to APIs (REST/SOAP) for triggered sends or custom integrations
Awareness of Data Cloud (CDP) audience activation into SFMC
Familiarity with marketing analytics tools (GA, Tableau, Datorama etc.)

RESPONSIBILITIES
Partner with Marketing, CRM, and IT teams to design end to end customer journeys, campaign automation, nurturing flows, and lifecycle programs.
Translate business goals into technical SFMC requirements and ensure solution feasibility.
Guide development/configuration teams with clear functional requirements and data mapping.
Support data readiness, data extension design, segmentation logic, and field mappings.
Assist in managing UAT, validating journeys, automations, personalization logic, and campaign outputs.
Ensure compliance with data privacy, opt in/opt out, and email deliverability best practices.
Work with cross cloud stakeholders to enable seamless lead routing, scoring, CRM integration, and marketing attribution.
Monitor automation/journey performance and provide insights to help optimize engagement.
Maintain documentation, change logs, and operational support guidelines.
Support enterprise level marketing initiatives across multi channel activation platforms.

TECHNICAL & DATA SKILLS
Ability to read/write basic SQL for segmentation validation.
Understanding of relational data models, data ingestion flows, and marketing data structures.
Comfortable working with datasets across CRM, marketing platforms, and third party tools.
Awareness of Data Governance, data quality, subscriber key best practices.

SOFT SKILLS
Excellent communication skills for interactions with onsite US stakeholders, marketing teams, and technical squads.
Strong analytical thinking and problem solving mindset.
High ownership, coordination skills, and ability to work independently in a distributed team model.