Business Analyst - Salesforce Marketing Cloud

Role: Business Analyst - Salesforce Marketing Cloud

• Collaborate with retail banking, credit, and mortgage teams to understand business objectives and translate them into functional requirements.
• Conduct workshops and interviews to capture detailed user stories and acceptance criteria for banking-specific marketing campaigns.
• Document current-state processes and design future-state workflows for marketing automation tailored to financial products.
• Work closely with Salesforce Marketing Cloud developers and architects to design scalable solutions integrated with core banking systems.
• Ensure compliance with banking regulations, KYC norms, and data privacy laws (GDPR, CCPA) in all marketing initiatives.
• Define data models, segmentation strategies, and audience targeting rules for financial customer journeys. Develop test plans, scripts, and coordinate User Acceptance Testing (UAT) for BFSI marketing use cases.
• Create dashboards and reports to track campaign performance, customer acquisition, and cross-sell metrics. Prepare training materials and conduct sessions for banking stakeholders and end-users.

Qualifications:

• Bachelor's degree in marketing, Business Administration, Information Systems, or related field.
• 5 years in Business Analysis or Marketing Technology roles within BFSI domain.
• 3 years of hands-on experience with Salesforce Marketing Cloud.
• Proficiency in Marketing Cloud modules (Journey Builder, Automation Studio, Email Studio). Understanding of SQL for data queries and segmentation.
• Familiarity with APIs and integration concepts for banking systems.
• Certifications Salesforce Marketing Cloud Email Specialist or Consultant Salesforce Administrator (ADM201) preferred IIBA or CBAP certification is a plus.