Esaas - Sfdc - Marketing & Marketing Analytics
- Zensar
- 5 - 10 years
- Kolkata
- 6 months ago
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Job Description
Overview:
We are looking for a highly experienced Salesforce Marketing Cloud Strategy & Analytics Consultant to lead a strategic evaluation and optimization of our marketing analytics and technology stack, with a core focus on Salesforce Marketing Cloud and Account Engagement (MCAE/Pardot) . This role will drive insight discovery, tool rationalization, and data visualization strategies to ensure our marketing and sales teams have a unified and actionable view of prospect and customer engagement.
Key Deliverables:
- Discovery Summary:
Conduct business discovery and articulate/document marketing objectives and KPIs.
- Marketing Analytics Audit:
Assess current analytics and data infrastructure across Salesforce Marketing Cloud, Account Engagement (MCAE), and related tools (tag managers, cookies, GA, etc.).
- Tech Stack Rationalization:
- Evaluate existing tools and identify gaps or redundancies.
- Recommend the ideal stack centered around Salesforce Marketing Cloud and how each component should integrate.
- Visualization & Reporting:
- Design a strategy to expose insights via dashboards or other visualization tools (preferably native to Salesforce or compatible platforms).
- Recommend how campaign tracking and reporting should be structured within Salesforce for maximum transparency and insight.
Focus Areas & Strategic Outcomes:
1. General Web Traffic & Behavior Attribution
- Improve tracking of audience sources, behaviors, and conversion paths.
- Leverage cookies/tags in concert with Salesforce MCAE for deeper visibility.
- Enable end-to-end attribution for lead generation efforts.
2. Audience Insights, Engagement & Reach
- Use Salesforce data and conversational AI tools to capture visitor interests and navigation preferences.
- Personalize content and journeys using dynamic content and engagement studio within MCAE.
3. Enhanced Attribution Modeling
- Improve channel-level attribution using Salesforce Marketing Cloud Intelligence.
- Optimize campaign spending and ROI by surfacing true impact across digital channels.
4. Bot vs Human Traffic Differentiation
- Use analytics filters and Salesforce tracking to separate and optimize for human vs bot behavior.
- Prepare data and reporting models for future AI/LLM browsing behavior.
5. Intent & Anonymous Persona Identification
- Capture and enrich anonymous behavior via MCAE and web tracking.
- Connect web intent signals with first-party data to drive high-quality lead conversion and segmentation.
6. Known Contact Identification & Personalization
- Maximize the capabilities of MCAE for known prospect nurturing.
- Implement advanced segmentation, journey mapping, and dynamic content strategies.
- Ensure marketing and sales have aligned, actionable insights into contact behavior across touchpoints.
7. Unified 360 Campaign & Audience View
- Develop a strategic framework for campaign tracking and performance visualization within Salesforce.
- Define how MCAE, core Marketing Cloud, CRM data, and analytics tools combine to deliver a unified view across the funnel.
Qualifications:
- 5+ years of experience in marketing operations, martech strategy, or digital analytics
- Deep hands-on experience with Salesforce Marketing Cloud and MCAE (formerly Pardot)
- Proven ability to design and optimize multi-tool tech stacks centered around Salesforce
- Strong understanding of cookie/tag architecture, GA, and intent-based tracking tools
- Experience implementing Salesforce-integrated dashboards (e.g., Tableau CRM, Datorama, etc.)
- Ability to translate complex data into clear business insights
- Familiarity with AI or conversational tools for marketing personalization is a plus
Job Classification
Industry: IT Services & ConsultingFunctional Area / Department: Marketing & CommunicationRole Category: Corporate CommunicationRole: Analyst RelationsEmployement Type: Full timeContact Details:
Company: ZensarLocation(s): Kolkata+ View Contact
Keyskills: Marketing analytics digital analytics Web technologies Sales Cloud Marketing operations Customer engagement CRM Auditing Salesforce
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