Manager - Marketing Automation and Capability

Join our dynamic Media, Member Marketing & Analytics team as we drive personalisation and digital transformation! We're seeking a talented individual to lead and innovate a small team, shaping the automation space and enhancing personalisation through strategic projects. You'll collaborate with multiple stakeholders, champion Salesforce Data Cloud, and oversee the migration to Hyperforce. If you're passionate about data-driven campaigns and customer journeys, this role is for you!

About the role:

The Media, Member Marketing & Analytics team have transformed and reshaped the team to align on our personalisation and digital transformation goals. The purpose of this role is to play a key part in helping to shape the automation space and drive further enhancements in personalisation through strategic projects and migrations. This role will also work in a collaborative way with multiple stakeholders to lead the coordination, design, build, QA and deployment of member driven campaigns focused with Salesforce Data Cloud and in Salesforce Marketing Cloud.  You will become a champion of Salesforce Data Cloud, implementing best practice frameworks in executing and optimising 1:1 communications, campaigns and journeys within HCF own channels: eDM, DM, SMS, OTM, App and map out data requirements. 

You will work within the broader Marketing team to generate measure and optimise campaigns and advise on optimisation opportunities in line with the campaign data and expected outcomes as part of the Audience Centre of Excellence (ACE).  You will also oversee and own, map and translate data from different sources to assist with campaigns and customer journey builds during the implementation of data cloud for HCF customer journey migration projects.

The role will also include leading and innovating a small team of 4 in skilling up and delivering journeys, BAU campaigns and marketing automation, as well as embedding processes and compliance checks.  From a strategic perspective, this role, will see the bigger picture and drive process and relationships to support the delivery of the member journey personalisation communication initiatives by defining and building 1:1 customer centric journeys.

Additionally, this role will oversee and lead the migration of Salesforce Marketing Cloud to Hyperforce, embedding the technology, processes, and journeys.

Key tasks:

• Lead, mentor and develop the Marketing Automation & Capability team
• Build strong internal relationships and develop a solid understanding of internal stakeholder’s business drivers and KPIs
• Mentor and lead the Marketing Automation & Capability team to build, create, design and optimise journeys according to member behaviour, triggers and analysis and have the ability to translate into digestible and actionable outcomes and recommendations
• Liaise with HCF technology and compliance partners to obtain the support and infrastructure necessary to promote the achievement of the team’s objectives
• Build a strong Marketing broad team culture, with the mantra of one team, one dream and continuous learning mindset from the diverse Marketing division and other key areas of the business
• Hands on experience with data management and SQL
• Core understanding of data usage and structures
• Strong understanding of data automation and source data translation
• Strong understanding of using any Customer Data Platforms in Martech environments
• Lead the team in driving the Data Cloud platform requirements for day-to-day operations during the foundational set-up implementation phase
• Lead the team in the enablement of stakeholders with training plans and change management for Data cloud
• Deliver and design appropriate governance and operational needs i.e. data quality, experimental design and measurement standards for customer journeys including legacy data change management and regulatory needs of the platform.

About you:

• Extensive experience across marketing automation and technology, in particular Salesforce marketing Cloud
• Strong understanding or hands-on experience using Salesforce, Adobe or any other MarTech stack, to ensure lifecycle and lead nurture strategies are translatable into an actionable roadmap with the Centre of Expertise.
• Demonstrable experience in how to elevate CRM practices, shifting campaigns to be member value focused.
• Experience in developing, innovating, optimising and setting up journeys and campaigns in Salesforce Marketing Cloud
• Proven experience in leading a team and driving performance and accountability.
• Lead and mentor a team of Specialists to drive results and build best practices in 1:1/Journey and Analytics environment
• Continue to build and nurture a culture of collaborative, disciplined innovation and continuous improvement
• Proven ability to educate and influence stakeholders
• Resilient, positive can-do attitude
• Degree-level qualifications, preferably in applied finance, statistics, actuarial or a related analytical field
• Builds productive internal relationships and seeks to understand challenges from across the business
• Commercial acumen that puts member experience at the core of all they do
• Respect for data security, sensitivity and confidentiality

Desirable

• Other Marketing automation platforms such as Marketo, Hubspot, Adobe Campaign, Responsys
• Previous data analytics experience
• Strong stakeholder management skills – Leading with influence
• Core understanding of Customer Data Platform CDP and/or other data lakes
• Understanding and desire to learn predictive modelling and machine learning platforms such as SPSS Modeler, SAS Enterprise Miner, Python, R, Matlab, Watson Studio, DataRobot etc
• Understanding or desire to learn predictive modelling fundamentals to enable conversations with the business on customer attrition, product cross sell, future value, segmentation, text classification etc
• Health Insurance background
• Exposure to tools like Confluence and JIRA

About HCF

At HCF, our purpose is to bring our human touch to healthcare. Since 1932 we’ve been putting our members and their health first. As Australia’s largest not-for-profit health fund, we cover over 1.9 million members with health, life, travel and pet insurance and our vision is to make healthcare understandable, affordable, high quality and member centric.

We want to be true health partners to our members, easily guiding the healthcare choices that are right for them. At HCF, our values are the way we do things and create the necessary culture to help us realise our purpose and deliver our  Strategy. Living our values in action we step forward, walk in their shoes, stay human, make it better and get there together.
 

Culture & Benefits 

Purpose-driven passion
We’re united by a common purpose: to make healthcare affordable, understandable, high quality and member-focused.

Wellness and work-life balance
We’ll empower you with the necessary skills and tools to support your personal wellbeing journey, ensuring you perform at your best. Our offerings include:

• 50% subsidy on HCF hospital and/or extras cover

• 18 weeks of parental leave for all new parents

• Mental health and wellbeing programs, including workshops, fitness classes, flu vaccinations, skin checks and more

• Discounts on HCF’s products, including life, pet and travel Insurance, as well as discounts at Fitness First gyms and on our eyecare products.

Collaboration and inclusivity
We embrace diversity as our strength and are committed to maintaining an inclusive and collaborative work environment. Our workplace is welcoming and safe for all our employees, irrespective of their unique characteristics including age, ethnicity, cultural or spiritual background, gender identity, disability, education and socio-economic status.

Continuous learning and growth
We believe in lifelong learning. HCF provides opportunities for personal and professional development. From workshops to mentorship programs, we encourage your growth and curiosity.

Next steps

If you require any adjustments to assist you in making your application or during the recruitment or onboarding process, please reach out to Talent Acquisition – peopleservices@hcf.com.au  to discuss.

We encourage applicants to submit their applications at their earliest convenience, as at HCF, we review applications as they are submitted, and may have filled the role prior to the job closing date.