Aptia Group
Website:
aptia-group.com
Job details:
Role Purpose:
This role leads the marketing workstream administration, configuration, and operational execution within Microsoft Dynamics 365 (Dataverse + Customer Insights Journeys and Sales integration) to enable US marketing. Overall platform ownership sits with the Dynamics 365 Lead (US); this position works in close partnership with that owner and the broader CRM team to ensure marketing capabilities are implemented reliably including data readiness, environment/process hygiene, integrations, consent, and scalable automation.
The position partners day-to-day with US-based Marketing and Sales Operations/RevOps stakeholders to translate marketing requirements into Dynamics 365 solutions—segments, journeys, lead management, and analytics—and coordinates design decisions, standards, and releases with the US Dynamics 365 Lead and CRM team.
Key Responsibilities:
1. Dynamics 365 Platform Administration & Configuration
- Configure and administer the marketing capabilities within Dynamics 365 (Dataverse + Customer Insights Journeys) for US marketing, following platform standards set by the US Dynamics 365 Lead/CRM team; includes marketing settings, subscription centers/consent, and system parameters.
- Own the marketing data model in Dataverse (contacts, accounts, leads, marketing forms/submissions, interactions) including field governance, validation rules, and lifecycle definitions for US Marketing and aligned Sales processes.
- Manage change control for marketing-related enhancements: requirements intake, solution design, configuration/development coordination, testing/UAT, deployment, and post-release monitoring—meeting agreed SLAs and minimizing disruption to users.
2. Data Governance, Integrity & Compliance (US)
- Maintain CRM data integrity for marketing—including structure, standardization, deduplication, and enrichment—so segmentation and lead routing are accurate and actionable.
- Execute ongoing data audits and validation processes; define quality thresholds and monitoring (e.g., required fields, email validity, consent status) and drive remediation with stakeholders.
- Ensure US-aligned privacy and consent management practices (e.g., CAN-SPAM and internal policies) are implemented consistently across forms, preference centers, and outbound communications; maintain governance documentation and data definitions.
3. Integrations, Automation & Lead Management
- Configure and maintain lead-to-opportunity processes by integrating Customer Insights Journeys with Dynamics 365 Sales (lead creation, qualification, routing, and status synchronization).
- Partner with US Sales, RevOps/Sales Ops, Marketing, and IT to support integrations with approved third-party tools and channels (e.g., website/CMS and web forms, LinkedIn and other social platforms, ZoomInfo and enrichment tools, webinar/event platforms, analytics), including bi-directional syncs where required.
- Define and operationalize lead qualification criteria, routing rules, and handoff SLAs; build/maintain automation (workflows, Power Automate where applicable) to reduce manual effort and improve speed-to-lead.
4. Marketing Automation & Campaign Enablement
- Build and optimize automated customer journeys, triggered emails, lead scoring models, and lifecycle stages in Customer Insights Journeys to support US demand generation and nurture programs.
- Create, test, and send marketing emails; build and maintain segments/lists (dynamic and static) to target the right audiences, applying suppression and consent rules.
- Upload/import new leads and contacts (and related marketing interaction data) into Dataverse following governance standards; validate mappings, deduplicate, and resolve import errors.
- Develop and maintain marketing forms (embedded on landing pages); connect forms to the website as needed, ensuring clean field mapping, consent capture, and source attribution.
- Configure additional marketing assets and channels (event/webinar integrations) and execute rigorous QA/testing (rendering, links, deliverability checks, journey logic, and routing validations).
5. Reporting, Analytics & Insights
- Develop and validate dashboards and reports for US marketing performance and funnel progression (new lead – MQL – SQL – opportunity, conversion, pipeline contribution, velocity) using Dynamics insights and Power BI.
- Coordinate with the US marketing agency on initial report/dashboard builds and data models; own ongoing report maintenance, enhancements, and troubleshooting to ensure Power BI reporting remains accurate, performant, and aligned to agreed definitions.
- Translate business questions into measurable requirements (fields, events, definitions) and ensure reporting data is complete, consistent, and trusted through routine validation.
- Drive continuous improvement by identifying system/process gaps, recommending solutions, and supporting testing and deployment of enhancements; enable optimization experiments (e.g., A/B testing) with reliable tracking.
- Serve as Level 1-2 support for Dynamics 365 marketing users, troubleshooting issues, documenting root causes, and coordinating escalations with internal teams and vendors as needed.
6. User Support, Training & Documentation
- Create and maintain training materials, playbooks, and process documentation (journey build standards, naming conventions, segmentation rules, lead management SOPs).
- Manage an intake and prioritization process for US marketing requests; communicate status, risks, and dependencies clearly to stakeholders across time zones.
Required Experience & Skills:
- 3+ years of hands-on experience administering and configuring Microsoft Dynamics 365 (CRM) including Dataverse data models, security concepts, and core configuration.
- Strong expertise in Dynamics 365 Customer Insights Journeys (formerly Dynamics 365 Marketing), including journeys, segments, forms (embedded on landing pages), lead scoring, and consent/subscription management.
- Experience supporting integrations and automation between Dynamics 365 and other systems (e.g., event/webinar tools, website forms, BI), including troubleshooting data sync and process failures.
- Proven experience enabling B2B marketing programs through marketing automation (nurture, events/webinars, email, lifecycle programs) with measurable funnel/pipeline outcomes.
- Preferable strong understanding of US insurance buyer landscape (Health plans, TPAs, brokers).
- Strong analytical skills, attention to detail, and ability to translate business needs into scalable CRM/marketing-technology solutions.
- Excellent communication skills and ability to collaborate across US Marketing, Sales, RevOps, and IT stakeholders.
- Experience with CRM data governance, audits, deduplication, and operational processes (preferred).
Technical & Analytical Skills:
- Dynamics 365 (Dataverse, Customer Insights Journeys, and Sales integration)
- Dataverse data modeling, security roles, solutions, environments, and configuration (tables, columns, forms, views, business rules)
- Power BI (and/or Dynamics reporting) for dashboarding and marketing/sales funnel analytics
- Experience maintaining Power BI reports/datasets (refresh schedules, data validation, and stakeholder-ready dashboards)
- Email execution, segmentation/list management, forms (embedded on landing pages), and event/webinar integrations in Customer Insights Journeys
- Data imports/uploads (leads/contacts), mapping/transformations, deduplication, and troubleshooting sync/import errors
- Power Platform automation (Power Automate) and basic integration concepts (connectors, data mapping, error handling)
- US email/privacy compliance awareness (e.g., consent management, suppression, and internal policy adherence)
Good to Have:
- Microsoft certifications (Dynamics 365)
- ABM experience
- Experience designing and supporting integrations between Dynamics 365 and marketing/sales technology (event platforms, CMS/website forms, enrichment tools)
- Experience operating within a Marketing Ops/RevOps model (intake, prioritization, SLAs, and enablement)
Success Measures:
- Increased marketing led pipeline for US insurance platform offerings
- Improved MQL to SQL conversion rates
- Scalable, repeatable marketing automation journeys
- Reliable lead handoff and reporting alignment between US Marketing and US Sales/RevOps
This role is ideal for a Dynamics 365-first professional who enjoys owning a CRM/marketing-technology platform end-to-end and applying that technical capability to power high-performing US marketing programs.
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