What does an ExactTarget specialist do?
An ExactTarget specialist builds and manages automated marketing campaigns within Salesforce Marketing Cloud Engagement. This role focuses on configuring complex customer journeys, managing subscriber data structures, and executing targeted email sends. The specialist connects raw contact data to dynamic content templates to drive personalized communication at scale. They also troubleshoot delivery issues and validate tracking metrics to maintain list health and sender reputation.
- Designs and configures multistep customer journeys in Journey Builder by defining entry criteria, decision splits, and engagement activities. The specialist maps out logical paths for subscribers based on their behaviors or demographic attributes to ensure timely and relevant messaging. This work involves setting up wait periods, updating contact records, and triggering downstream actions across various channels.
- Manages subscriber data architecture using Contact Builder and Data Extensions to support precise audience segmentation. The specialist creates and maintains data relationships that link individual contacts to their interaction history and profile attributes. They build specific audience segments in Audience Builder to target distinct groups for tailored email campaigns or automated journey entries.
- Develops responsive email content in Content Builder and executes scheduled or triggered sends through Email Studio. The specialist applies personalization strings and dynamic content blocks to tailor messages for different subscriber segments. They monitor send jobs, analyze open and click-through rates, and resolve bounce or unsubscribe issues to optimize campaign performance.
How to hire an ExactTarget specialist on Upwork
Step 1: Post a job
Define your marketing automation needs clearly to attract qualified candidates. Use the Job Post Generator powered by Umaโข, Upwork's Mindful AI to draft a precise description in seconds. Describe your campaign goals and technical requirements, then let Uma structure the post for you. You can write a new post, update a saved draft, or reuse an existing post to save time.
- Specify experience with Email Studio and Journey Builder to build automated customer journeys and scheduled sends.
- List required skills in Contact Builder and Data Extensions for managing subscriber data and audience segmentation.
- Include details about Content Builder usage for creating email templates and multichannel marketing assets.
Step 2: Evaluate candidates
Review portfolios for concrete examples of configured journeys and executed email campaigns. Uma can run instant video interviews and build shortlists with side-by-side comparisons to help you assess technical fit quickly.
- Look for evidence of complex Journey Builder configurations that handle entry criteria and automated activities.
- Check for samples of Data Extensions and segmentation logic used to target specific subscriber groups.
- Verify experience with Marketing Cloud Engagement REST API for integrating triggered messaging systems.
Step 3: Interview your top choices
Discuss specific workflows to confirm their ability to troubleshoot send issues and manage unsubscribe handling. Schedule and conduct interviews within Upwork Messages, which generates an immediate transcript and summary after each session.
- Ask how they validate sending behavior and use tracking data to resolve failed jobs or low engagement.
- Request examples of how they structure Audience Builder segments for dynamic content personalization.
- Discuss their approach to maintaining data hygiene within Contact Builder for accurate campaign targeting.
Step 4: Agree on scope and begin work
Set clear milestones for building journeys, configuring data structures, and executing test sends. Use Upwork Messages and the contract workroom for all communication and project management tasks. Identity verification, payment protection, hourly tracking, and project funds add security to every engagement.
- Define deliverables such as configured Journey Builder paths and tested Email Studio templates.
- Establish timelines for building Data Extensions and integrating API-triggered messaging flows.
- Agree on documentation standards for troubleshooting send performance and suppression lists.
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