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Marketing Career Focus: Digital Marketing Automation

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Each of these Marketing Career Focus posts will cover a specific track or specialty track within the MS in Marketing degree program. is a good job search site because at a glance it shows average salaries, years of experience for many midlevel positions, the number of available jobs, as well as locations. I looked at 10 to 15 job descriptions from major companies and the skills most frequently mentioned at such employers as Amazon, CyberCoders, Wunderman, AT& T, Citibank, and others. However, there is NO substitute for doing your own searches and analyses.

What is marketing automation? 

According to HubSpot, “Marketing automation refers to the software that exists with the goal of automating marketing actions. Many marketing departments have to automate repetitive tasks such as emails, social media, and other website actions.“

Email marketing is a subset of this area; if you know marketing automation, then you know email marketing. The main difference is that automation requires more specialized skills and is mainly B2B (business-to-business), while email marketing is mainly B2C (business-to-consumer).

Top vendors: HubSpot, Marketo, Demandforce, Pardot (by Salesforce), IBM Watson Marketing (formerly Silverpop)

What does a marketing automation manager do? 

Marketers managing cross-channel marketing also must have cross-disciplinary skills. As Marketo puts it, these professionals must have an artist’s creativity as well as data modeling and analytical skills. They have to have a feel for customer needs, know how to collaborate effectively with other teams, and be able to manage projects across multiple channels, and then analyze the results.

MS in Marketing – Digital Marketing specialty track - For details, please see our MS in Marketing degree plan.

Average years of experience and salary average

Marketing Automation Specialist, with one or two years of experience, salaries range from $55,000 to $75,000.

Manager-level position, with three to seven years of experience, salaries range from $70,000 to $120,000.

(Note: There are not many opportunities in this track for international students.)

What is the size of the job market?

Searching for “marketing automation” on yields more than 6,400 job postings. Limiting the search to “marketing automation manager” or “email marketing manager” yields more than 15,000 jobs.

The charts shown below from and provide examples for this specialty and average salaries in the career area.


Typical job description from a job posting for “Marketing Automation Manager.”

You will be responsible for the overall administration of Marketo, designing and implementing the email and nurture programs, evaluating the effectiveness of the programs, and ensuring integration across departments.

What You Will Be Doing

• Build, implement, monitor and improve Dynamic Yields email marketing strategy.

• Own and perform all aspects of email campaigns from design to writing to segmentation to strategy to technical development.

• Develop and manage a testing strategy to continuously optimize emails, forms and complete campaigns.

What You Need for This Position

• At least 4 years of marketing automation experience using Marketo.

• In-depth understanding of email deliverability requirements and processes, as well as data privacy regulations across North America, EMEA and APAC.

• Strong analytical skills, data analysis, A/B testing, and reporting.

• Must have hands-on marketing automation experience in the B2B space.

Top skills mentioned by at least 10 major companies with this job title posting

and correlating

Courses of special relevance - see course syllabi
for the exact lineup of skills, as not all covered
in each instance

Marketing Automation Software Knowledge: Landing Pages, Split testing, Dynamic and Personalization Emails

MKT 6341 Campaign Management Lab

MKT 6338 Enterprise Systems and CRM

Campaign Management – Personas, Process, Return on Promotion

MKT 6341 Campaign Management Lab


MKT 6323 Database Marketing

CRM Knowledge

MKT 6338 Enterprise Systems and CRM

MKT 6334 Digital Sales Strategy

Web Analytics

MKT 6352 Marketing Web Analytics and Insights

(sometimes MKT 6V99 Special Topics in Marketing-Web Analytics)

User Engagement/UX

MKT 6365 Marketing Digital Lab

Professional Associations - There are no specific national professional organizations focused on this field. However, some local meetups worth exploring are:

Email Experience Council

Dallas Area Marketing Automation Meetups

Dallas Marketo Practitioners

Professional Certifications:

Silverpop – now IBM Watson Campaign Automation



2018 Conferences: (There are many digital conferences that include email or automation modules):

Email Experience Events

Newsletters and Websites:

See blogs hosted by Marketo and HubSpot.


• MediaPost



• eMarketer

Pew Research Center - Internet & Technology

Think With Google

Some recommended books. I also recommend that you download white papers from major vendors such as IBM Watson Campaign Automation , Marketo and HubSpot.

Buyer Personas: How to Gain Insight into Your Customer's Expectations, Align Your Marketing Strategies, and Win More Business, by Adele Revella (Hoboken, New Jersey: John Wiley and Sons, Inc., 2015)

Maximizing Lead Generation: The Complete Guide for B2B Marketers, by Ruth P. Stevens (New York: Pearson Education, Inc., 2012)

Alex Edsel

Alex Edsel

Alexander Edsel is the director of the MS in Marketing program and faculty member who teaches courses in digital marketing. Topics include e-commerce platforms, marketing automation, mobile apps, search-engine optimization, pay-per-click and web analytics. Read more articles

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