Marketing Automation Specialist Job Description

A Marketing Automation Specialist builds and runs the automated systems that nurture leads and customers. They set up workflows, email journeys, lead scoring and triggers in automation tools, connect them to the CRM and website, and keep data flowing correctly. The role sits in the marketing operations or demand generation team. A good one builds reliable automations that move leads towards sales without manual work, keeps data and integrations clean, and improves the journeys over time so more leads convert with less effort.

Detail	For this role
Department	Marketing
Level	Mid level
Reports to	Marketing Operations Manager
Direct reports	None
Experience	2 to 5 years in marketing automation or operations

Marketing Automation Specialist job description template

Copy this job description, replace the text in square brackets and post it on your careers page or a job portal.

Job title: Marketing Automation Specialist

Department: Marketing

Reports to: Marketing Operations Manager

Location: [City], [office, branch or site]

About the role

Key responsibilities

Build and maintain automated email journeys, workflows and triggers in the automation platform.
Set up lead scoring and routing so sales gets the right leads at the right time.
Connect the automation tool with the CRM, website and forms, and keep data in sync.
Segment contacts and manage lists, consent and suppression rules.
Create and test emails, landing pages and forms for campaigns.
Track journey performance and improve open, click and conversion rates.
Keep data clean, deduplicated and correctly tagged across systems.
Troubleshoot broken workflows, integrations and data sync issues quickly.
Document automations and journeys so the team can follow them.
Keep the platform compliant with consent and data rules.

Requirements

Bachelor's degree in marketing, IT, commerce or a related field
Experience with a marketing automation platform
An automation tool certification is an advantage
2 to 5 years in marketing automation or operations

KRAs and KPIs for a Marketing Automation Specialist

Key result areas for the appraisal form, each with a KPI you can measure every month or quarter.

Key result area	How to measure it
Automation reliability	Workflows and journeys run correctly, with few broken or misfired automations
Lead conversion	Improve lead to opportunity conversion through nurture journeys
Data quality	Contact data clean, deduplicated and correctly synced across systems
Lead routing	Scored leads routed to sales accurately and on time
Journey performance	Improve email and journey engagement over the quarter
Compliance	Consent and suppression rules applied correctly, with zero breaches

Skills and tools

Marketing automationEmail marketingLead scoringCRM integrationSegmentationHTML email basicsAnalyticsProblem solvingAttention to detail

Tools used day to day: HubSpot or Marketo, CRM software, Email platforms, Google Analytics, Zapier or integration tools.

Reporting line and career path

Moves up from: Email Marketing Executive, CRM Executive
Next roles: Marketing Automation Manager, Marketing Operations Manager

Interview questions for a Marketing Automation Specialist

How would you set up a lead nurture journey for someone who downloaded a guide?
How does lead scoring decide when a lead is ready for sales?
A workflow stopped sending emails. How do you troubleshoot it?
How do you keep data clean between the automation tool and the CRM?
How do you handle consent and suppression across campaigns?
How do you measure whether a nurture journey is working?

Managing a Marketing Automation Specialist in ZeniaHR

AttendanceSet a general shift with web or mobile app punches, and restrict web punches to allowed office networks. The work is desk and systems based, so attendance is steady, with the monthly summary feeding payroll after month close. Campaign launches can bring occasional late work.LeavePlan leave around major campaign launches, and make sure live journeys are stable and handed over before going away. The leave calendar helps make sure someone can fix a broken workflow while the specialist is away.Performance and KRAsEnter the KRAs above as weighted goals in a quarterly review cycle, with automation reliability and lead conversion weighted highest. Review journey performance and data quality monthly and hold the formal review each quarter, closing with an annual cycle.

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Frequently asked questions

What does a marketing automation specialist do?

A marketing automation specialist builds and runs the automated systems that nurture leads and customers. They set up workflows, email journeys, lead scoring and triggers in automation tools, connect them to the CRM and website, and keep data flowing correctly. They build reliable automations that move leads towards sales and improve the journeys over time.

What is the difference between a marketing automation specialist and a CRM executive?

A CRM executive focuses on existing customers and retention campaigns. A marketing automation specialist builds the technical workflows, integrations and lead scoring that power campaigns, often focused on nurturing leads towards sales. CRM is about the customer relationship; automation is about the systems and journeys behind it. The roles overlap in smaller teams.

What skills does a marketing automation specialist need?

A marketing automation specialist needs hands-on skill with an automation platform like HubSpot or Marketo, plus email marketing, lead scoring, segmentation and CRM integration. Basic HTML and analytics help. Problem solving and attention to detail matter most, because broken workflows or messy data quietly break campaigns and cost the team leads.