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CRM & Lead Management Marketing Specialist

Heartland FPG
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CRM & Lead Management Marketing Specialist  – HCP & Consumer, Splenda Healthcare

Splenda Healthcare is seeking a detail-oriented, data-driven CRM & Lead Management Marketing Specialist for our healthcare professional (HCP) and consumer lead programs. This role is critical in managing Salesforce.com (SFDC) as a key platform to execute marketing initiatives, maintain lead data integrity, drive personalized email communications, and deliver actionable insights from marketing performance metrics.

This position will also serve as the primary liaison between marketing and IT for Splenda Healthcare Salesforce-related activity, acting as the internal Salesforce Subject Matter Expert (SME). The role will drive alignment, optimize processes, and serve as the go-to resource for internal users — a key differentiator that requires strong cross-functional collaboration.

The ideal candidate will have experience in marketing operations, CRM platforms, marketing automation, and data analytics, with a focus on CRM strategy, process improvement, and change management.

Key Responsibilities

Lead Management & Segmentation

  • Own end-to-end management of HCP and consumer lead databases.
  • Develop and maintain data segmentation strategies for personalized targeting.
  • Oversee lead acquisition, validation, cleansing, deduplication, and enrichment.

Salesforce Marketing Automation & Campaign Management

  • Manage Salesforce Marketing platforms such as Salesforce Account Engagement (Pardot) and/or Marketing Cloud to build automated workflows, cadences, and dashboards.
  • Serve as the internal Salesforce SME, driving platform strategy and cross-functional process optimization.
  • Build and manage email templates (HTML/CSS coding), landing pages, web forms, and scheduled communications.
  • Ensure data quality, compliance (HIPAA, CAN-SPAM), and integration across platforms.
  • Collaborate with marketing, IT, and content teams to support CRM workflows, lead scoring, messaging consistency, and campaign tracking.
  • Oversee campaign management, tracking, reporting, and influence attribution using Salesforce Reports and Dashboards.

Metrics, Reporting & Insights

  • Track and analyze key marketing KPIs using Salesforce tools.
  • Translate data into clear, actionable insights for marketing and leadership teams.
  • Create and share reports and dashboards to highlight performance trends and opportunities.

Required Skills & Qualifications

Education & Experience

  • Bachelor's degree in Marketing, Business, Health Sciences, or a related field.
  • Entry-level, internship experience, or coursework in marketing operations, CRM systems, or digital marketing is a plus.
  • Ability to learn marketing regulations (e.g., HIPAA, CAN-SPAM).
  • Familiarity with Salesforce marketing platforms, core clouds (Sales, Marketing, Service, Experience) or similar CRM tools is a plus and ability to learn systems through training.
  • Exposure to Agile methodologies, preferably Scaled Agile (SAFe), is a plus.

Technical Proficiency

  • Basic understanding of marketing platforms and eagerness to develop skills in tools like Salesforce, including Engagement Studio, Automation Rules, and Marketing Cloud or similar systems.
  • Ability to learn how to create email campaigns, landing pages, and basic A/B testing strategies.
  • Familiarity with HTML or marketing automation tools is a plus, but not required.
  • Enthusiasm for learning about campaign tracking, marketing dashboards, and reporting tools.
  • Interest in understanding how systems connect (e.g., APIs, integrations).

Analytical & Communication Skills

  • Team-oriented mindset and openness to learning through training, collaboration and on-the-job experiences.
  • Strong analytical mindset; able to interpret and explain complex data.
  • Ability to develop dashboards and create executive-level presentations.
  • Clear written and verbal communication; high attention to detail.

Project Management

  • Proven ability to manage multiple cross-functional projects simultaneously.
  • Skilled in prioritization and delivery in a fast-paced, regulated environment.