Shorelight
At Shorelight I worked to help facilitate our email marketing strategy and communicate with prospective international students looking to study in the U.S. My time had me focus greatly on data analysis and campaign building. My responsibilities involved analyzing data from multiple sources (e.g. Marketo, Salesforce, Tableau) to understand current and past campaign performance, monitor data hygiene and entry points into our database, and ensure our Marketo and Salesforce systems were able to work together efficiently and effectively. Additionally I was able to coordinate with campus teams across the U.S. to build and approve regular email communications to campus stakeholders.
Work Examples
Marketo Skills - Building Campaigns, Data Hygiene, & Data Analysis
During my time at Shorelight I learned how to use Marketo extensively to various ends, such as building global email campaign programs and creating email landing pages. Additionally, data normalization was a huge part of my work. Much of my work within Marketo involved improving our data hygiene within the system to retroactively correct older leads, as well as modifying acquisition programs to capture cleaner data coming into the system. Lastly, continuous reporting and analysis of campaign performance was a large portion of my work. I learned how to leverage many of the reporting tools Marketo offers, such as Revenue Cycle Explorer, to pull actionable insights that influenced future iterations of our campaigns.
Salesforce Skils - Reporting & Data analysis
Leveraging Salesforce data with Marketo was an essential part of my position. When monitoring lead data hygiene & campaign performance, Salesforce became a second source of information that was often able to influence normalization and campaign decisions. Salesforce reports became very important resource for me to use when identifying lead source & referral information, campaign influences, and regularly monitoring data hygiene.