Email Marketing Specialist

Job Title

Email Marketing Specialist (Lead Generation & Automation)

Role Overview

The Email Marketing Specialist (B2B) is responsible for owning the
end-to-end B2B email marketing lifecycle
—from strategy, lead generation, and campaign execution to funnel optimization, automation, and performance analytics. This role will independently manage all B2B email marketing initiatives, build and nurture high-quality leads across defined buyer personas, and drive measurable pipeline growth through data-driven email programs.

This is a hands-on, individual contributor role that requires full ownership, strategic thinking, and the ability to execute without close supervision.

Primary Purpose of the Role

To design, execute, optimize, and scale
B2B email marketing and lead generation programs
that attract, nurture, and convert prospects into qualified sales opportunities. The role will manage email funnels, automations, audience segmentation, analytics, and reporting while ensuring strong alignment with B2B sales cycles, account-based strategies, and broader marketing objectives.

Reporting Line

Reports to:
Senior Director, Global Marketing Programs

Role Type

Individual Contributor

Key ResponsibilitiesEmail Marketing (End-to-End Ownership)

• Own the complete email marketing process from strategy and planning to execution, testing, optimization, and reporting.
• Plan, build, and deploy email campaigns including newsletters, outbound campaigns, lead nurturing, and re-engagement flows.
• Write or coordinate compelling email copy aligned with brand voice and conversion goals.
• Manage email deliverability, list hygiene, and compliance with data privacy regulations.
• Execute A/B testing for subject lines, content, CTAs, timing, and audience segments.

Lead Generation & Audience Building

• Design and execute
  B2B-focused email-driven lead generation strategies
  that support pipeline and revenue growth.
• Research, identify, and build targeted B2B prospect lists based on industries, company size, job titles, decision-makers, and buying committees.
• Maintain, clean, and segment databases to support account-based marketing (ABM) and personalized outreach.
• Use CRM, marketing automation tools, LinkedIn, and B2B data platforms to grow and enrich contact and account databases.
• Conduct prospect, account, and market research to support campaign targeting, messaging, and positioning.

Funnels, Automations & Nurturing

• Build and manage
  B2B email funnels and automated workflows
  that guide prospects through longer sales cycles.
• Develop lead nurturing sequences tailored to buying stages, personas, and engagement signals.
• Support account-based and multi-touch email strategies for key target accounts.
• Align email funnels with sales qualification stages (MQL, SQL) to ensure smooth handoff.
• Continuously optimize funnels to improve engagement, lead velocity, and conversion rates.

Analytics, Reporting & Optimization

• Track and analyze key email and lead generation metrics including open rates, CTR, conversions, MQLs, CPL, ROI, and funnel performance.
• Provide regular performance reports with actionable insights and recommendations.
• Use data to identify trends, gaps, and opportunities for optimization.
• Test new strategies, tools, and tactics to improve email performance and lead quality.

CRM & Sales Alignment

• Manage and update B2B lead and account data within CRM systems to ensure accuracy and visibility.
• Collaborate closely with Sales to define lead qualification criteria, SLAs, and scoring models.
• Ensure timely and effective handoff of MQLs and SQLs to Sales teams.
• Incorporate sales feedback to refine targeting, messaging, funnels, and campaign performance.

Privacy, Compliance & Data Management

• Ensure strict compliance with data privacy, consent, and confidentiality requirements.
• Maintain secure handling, storage, and usage of prospect and client data.
• Uphold ethical standards in all lead generation and email marketing activities.

Communication & Collaboration

• Communicate clearly and proactively with internal stakeholders.
• Share insights, results, and recommendations in a clear and actionable manner.
• Respond promptly to requests, inquiries, and performance discussions.

Key RelationshipsInternal

• Senior Director, Global Marketing Programs
  – Strategic alignment, reporting, and performance oversight.
• Sales Team
  – Lead handoff, feedback on lead quality, and funnel alignment.
• Marketing Team
  – Campaign alignment, messaging consistency, and content collaboration.

External

• Vendors and Service Providers
  – Email platforms, data providers, and marketing tools to support campaign execution and audience growth.

Decision-Making Authority

• Operates with a high level of autonomy and ownership over email marketing and lead generation initiatives.
• Makes day-to-day decisions related to campaign strategy, execution, and optimization.
• Escalates major strategic changes or risks to the Senior Director as required.

Qualifications & ExperienceEducation

• Bachelor's degree in Marketing, Business Administration, Communications, or a related field (or equivalent experience).

Experience

• 2+ years of hands-on experience in
  B2B email marketing and lead generation
  .
• Proven experience managing end-to-end B2B email campaigns, automations, and nurturing programs.
• Experience supporting longer B2B sales cycles and multi-touch engagement strategies.
• Experience with CRM and marketing automation platforms (e.g., HubSpot, Marketo)
• Demonstrated experience building and optimizing email funnels and lead nurturing workflows.

Skills & Competencies

• Strong understanding of
  B2B email marketing best practices
  , deliverability, and compliance.
• Knowledge of B2B funnels, buyer journeys, and account-based marketing concepts.
• Data-driven mindset with strong analytical and reporting skills.
• Proficiency with CRM systems, email platforms, and analytics tools.
• Ability to work independently, manage multiple priorities, and fully own outcomes.
• Strong written communication skills tailored to B2B audiences.
• Results-oriented, proactive, and continuously seeking improvement.

Success in This Role Looks Like

• Consistent growth in qualified leads and email-driven pipeline.
• High-performing email campaigns with measurable improvements in engagement and conversion.
• Well-structured, scalable funnels and automations that support sales goals.
• Clean, compliant, and highly segmented lead databases.
• Clear reporting and insights that inform marketing and sales decisions.

Confidential