Guide to 5 Marketing Cloud Roles: Marketing Cloud Specialist, Administrator, Consultant, Developer vs. Architect

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Salesforce Marketing Cloud offers multiple different career paths related to this Marketing Automation product. Although there are variations to fit with business requirements on a case-by-case basis, most Marketing Cloud roles fit into one of the following 5 categories: Specialist, Administrator, Consultant, Developer, Architect.

The results from the Mason Frank Salary Survey give us an indication of the salary expectations Marketers should have working in these roles, as well as what budget hiring managers you should expect to sign off when looking to hire. This article takes it a step further, to help you understand in more depth and differentiate between them, including typical responsibilities and what employers look for. I will be drawing upon my 5 years experience within this niche area of Salesforce, placing people with some of the best and biggest Salesforce partners and customers across the UK and Ireland – plus many emerging businesses too.

Marketing Cloud Specialist

A Marketing Cloud Specialist involves day to day usage of SFMC. This person would utilise the relevant modules that the business has enabled. Most Marketing Cloud Specialists would be expected to have a good knowledge of Journey Builder and ideally build out more complex journeys rather than simple welcome journeys. The Marketing Cloud Specialist job title can sometimes be misleading, as it also used for more senior roles which are more similar to an Internal Marketing Cloud Consultant or Product Owner.

Responsibilities:

  • Utilisation of relevant modules within Marketing Cloud
  • Builder customer journeys
  • Analytics of campaigns and making recommendations
  • Personalisation using AMPscript

What employers look for:

  • A good level of hands-on experience with SFMC
  • Experience using Journey Builder with the ability to build more complex journeys for common use cases.
  • Some knowledge of AMPscript
  • Ability to build data extensions

Certifications:

The Email Specialist certification is something that employers would be interested in when hiring for these roles, although it is not necessarily essential.

Marketing Cloud Administrator

The Marketing Cloud Administrator will take ownership of the Marketing Cloud platform internally within an end-user (as an employee of a Salesforce customer). It is common to find this role within businesses that have larger Salesforce implementations, and see this person work alongside other Salesforce Administrators.

 

 

Responsibilities:

  • Ensuring that the platform is fit for purpose in the business, always following best practice.
  • Keeping up to date with developments in SFMC
  • Implementing new modules
  • Configuring new business units

What employers look for:

It will depend from business to business on what modules that are required depending on what features they use – although, a good knowledge of Journey Builder is becoming increasingly common as an essential requirement in these roles. Naturally, a good knowledge of AMPscript, and SQL are also becoming increasingly requested as a key requirement for these roles.

Certifications:

With the introduction of the Marketing Cloud Administrator certification, I predict that employers will start looking for this as the new standard in the near future. The Email Specialist certification is usually beneficial when applying for these roles and the Marketing Cloud Consultant when looking at more senior Marketing Cloud Administrator roles.

Marketing Cloud Consultant

A Marketing Cloud Consultant will have a broad range of responsibilities depending on the size and focus of the Salesforce Partner that they work for; this can range from implementing of SFMC on multi-cloud projects, integrating with third-party platforms, or even projects that involve upskilling or training users.

The type of projects that a partner typically focuses will also determine what they look for in candidates for SFMC Consultant roles; for example, if a partner has a relatively small SFMC practice, and has someone who is very technical already working for them, then they will be interested in someone who has a more business-focused skillset. This person would, therefore, need to be able to engage with key stakeholders and understand the business needs, in order to translate into technical requirements. Other consultancies that have a more technical need will be looking for candidates that have configuration experience, as well as experience of integrating with third-party platforms.

Responsibilities:

  • Understanding the business needs and gathering requirements
  • Stakeholder management
  • Implementing SFMC
  • Integrating SFMC with other platforms
  • Advising clients
  • Training and upskilling client-side users

What employers look for:

  • Broad knowledge of different modules and functionalities within Salesforce Marketing Cloud
  • Strong communication skills, and ability to articulate yourself well
  • The increasing desire for experience in more niche elements of SFMC, such as Data Studio
  • Some partners will also be looking for more technical skills too

Certifications:

All certifications are beneficial to this role although as to be expected, the Marketing Cloud Consultant certification is of particular interest! Part of the appeal of moving into the consulting world is to upskill – so depending on the partner, it is not always essential to have certifications already.

Marketing Cloud Developer

A Marketing Cloud Developer can either be in-house or based within a consultancy. They are set apart from a Marketing Cloud Administrator by their technical expertise with SFMC, involving not only the day-to-day management of SFMC, but also responsible for managing the integration with other Salesforce Clouds and relevant third-party platforms.

 

 

Responsibilities:

  • Implementing SFMC
  • Configuration beyond declarative methods (beyond point-and-click)
  • Setting up new modules
  • Integrating with other clouds and third-party platforms

Things that employers look for:

  • Previous experience with integration projects
  • Experience with SFMC Connector
  • Good knowledge of APIs
  • Advanced AMPscript knowledge

Certifications:

Marketing Cloud Developer certification is highly beneficial although as it is very new, it is not always expected, but a bonus.

Marketing Cloud Architect

A Marketing Cloud Architects are gold dust – an uncommon skill set that clearly sets these individuals apart from the crowd! Architects are responsible for designing a solution for their customers, so they will need to have very advanced knowledge of SFMC and experience a number of implementation projects.

 

 

Responsibilities:

  • Solution design
  • Data architecture
  • Ownership of implementation projects
  • Define and communicate project responsibilities and expectations
  • Advising on best practices
  • Ability to clearly understand business needs

Things that employers look for:

  • Extensive experience with Salesforce Marketing Cloud in a consultancy environment
  • A number of implementations under their belt
  • Strong ability to understand business requirements
  • The versatility to speak with technical people on their level as well as doing the same
  • with marketers

Certifications:

Consultancies would expect at least the Email Specialist and Marketing Cloud Consultant certification for someone in an Architect role, although as the Marketing Cloud Developer cert becomes more established, it is likely to become a requirement too.

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