CRM Personalization Lead
Slate
Michigan
Position: Personalization Lead, Salesforce Marketing Cloud ABOUT Slate At Slate, we've got one job: building a vehicle you'll fall in love with, right here in the USA. We believe that car buyers—not car companies—should call the shots. We like looking at a road, not a screen. We don't like paying for stuff we don't need.
We like picking out the stuff we do need. We think dings are badges, not blemishes. But we know not everyone likes what we like. So, we built you a Slate: you make it yours. What we are looking for: We're seeking a seasoned Personalization Lead to architect, implement, and manage advanced personalization strategies within Salesforce Marketing Cloud (SFMC). The ideal candidate will combine technical mastery of SFMC's personalization tools (AMPscript, SSJS, Interaction Studio/Einstein Personalization) with a strategic mindset to drive 1:1 customer experiences at scale. You'll partner with marketing, data, and creative teams to translate audience insights into dynamic, relevant messages across email, mobile, and web channels. Primary responsibilities include collaborating with cross-functional teams, including Business, Marketing, Product and Data Science to identify personalization opportunities. Develop and implement Salesforce Marketing Cloud Personalization (MCP) strategies and campaigns. Configure and validate campaigns on the website and apps through MCP. Implement site mapping changes on the website/app and catalogue changes in MCP backend. Monitor and report on the performance of campaigns, providing insights for continuous improvement. Train and support team members on using Marketing Cloud Personalization and best practices. Provide technical support and troubleshooting for any issues related to Salesforce Marketing Cloud Personalization. Provide overall administrative functions with Salesforce Marketing Cloud Personalization. This includes managing roles and permissions and onboarding new users. What You Get to Do
- Strategy & Roadmap
- Define and evolve personalization strategy within Salesforce Marketing Cloud and Marketing Cloud Personalization to support customer lifecycle and engagement goals
- Translate business objectives into technical requirements and prioritized deliverables
- Implementation & Configuration
- Lead setup and configuration of Salesforce Marketing Cloud modules: Email Studio Dynamic Content, Content Builder, Journey Builder, and Interaction Studio (or CDP-integrated personalization)
- Develop and maintain AMPscript, SSJS, and dynamic content rules to enable real-time personalization
- Configure data extensions, attribute groups, and contact models to support segmentation and decision logic
- Campaign Development & Management
- Oversee build and QA of personalized campaigns, journeys, and triggered automations
- Implement A/B and multivariate tests to optimize creative, copy, and decision splits
- Monitor performance and iterate on content and logic based on KPIs (open rate, CTR, conversion, revenue per recipient)
- Data & Audience Segmentation
- Collaborate with data engineering to ingest, unify, and manage first- and third-party data sources
- Define audience segmentation strategies using SQL queries and data filters within Automation Studio
- Governance & Best Practices
- Develop and enforce personalization governance: naming conventions, code standards, and version control
- Document processes, runbooks, and technical specifications for internal stakeholders
- Training & Enablement
- Train marketing and operations teams on Salesforce Marketing Cloud personalization capabilities and best practices
- Serve as Salesforce Marketing Cloud personalization subject-matter expert for cross-functional initiatives
- 6+ years hands-on experience with implementing/configuring Salesforce Marketing cloud personalization solution
- Expertise in AMPscript and/or Server-Side JavaScript (SSJS) for dynamic content and scripting
- Good understanding of web development including HTML5, CSS and Java Script languages.
- Experience in creating Salesforce MC Personalization on Sitemap (site elements tagging).
- Experience in setting up and maintaining product catalogues. Experience in creating audience segments.
- Proven track record designing and executing complex Journey Builder workflows with dynamic decision splits.
- Deep understanding of data modeling in Salesforce Marketing Cloud: data extensions, Contact Builder, and attribute relationship mapping.
- Experience integrating Salesforce Marketing Cloud with CRM (Salesforce Sales Cloud/Service Cloud) and external Customer Data Platform or Data Management Platform
- Strong SQL skills for audience segmentation and database querying
- Familiarity with Salesforce Marketing Cloud governance, release processes, and version control tools (Git, CI/CD)
- Hands-on experience with Marketing Cloud Personalization, Salesforce Interaction Studio or Einstein Personalization
- Certification: Salesforce Marketing Cloud Email Specialist, Marketing Cloud Consultant, or equivalent
- Experience with API integrations (REST/SOAP) and webhooks for real-time personalization triggers
- Working knowledge of HTML/CSS and responsive email design best practices
- Familiarity with analytics platforms (Google Analytics, Datorama) for end-to-end attribution
- Analytical mindset with a data-driven approach to personalization and optimization
- Excellent problem-solving skills and attention to detail
- Strong communication and documentation abilities, translating technical concepts for non-technical stakeholders
- Project management skills with the ability to prioritize and manage multiple initiatives concurrently
- Collaborative team player comfortable in a fast-paced, cross-functional environment
- Safety First
- Delight Customers
- One Team
- Relentless Improvement
- Fast, Frugal and Scrappy
- Respectful Collaboration
- Positive Legacy
- Slate is proud to be an Equal Employment Opportunity and Affirmative Action employer. We do not discriminate based upon race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, veteran status, marital status, parental status, cultural background, organizational level, work styles, tenure and life experiences. Or for any other reason.
- Slate is committed to providing reasonable accommodations for qualified individuals with disabilities in our job application procedures. If you need assistance or an accommodation due to a disability, you may contact us at [email protected].
Posted 2025-07-30
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