Senior Specialist, Marketing automation

📌 Core Information

🔹 Job Title: Senior Specialist, Marketing automation

🔹 Company: UPM - The Biofore Company

🔹 Location: Wroclaw Business Hub, Poland

🔹 Job Type: Full-time, Hybrid (3 office days per week)

🔹 Category: Marketing

🔹 Date Posted: June 26, 2025

🔹 Experience Level: 5-10 years

🔹 Remote Status: On-site with hybrid work arrangement

🚀 Job Overview

Key aspects of this role include:

• Strategic lead generation and nurturing through Salesforce Marketing Cloud Account Engagement (SFMCAE)
• Designing, building, and optimizing multi-step engagement programs and nurturing funnels
• Collaborating with UPM's digital publishers to create emails, forms, and custom redirects
• Managing automation workflows, lead scoring, and grading models
• Ensuring data privacy compliance and seamless lead handoff to sales

ASSUMPTION: This role requires a high level of expertise in marketing automation and a deep understanding of lead generation processes. The ideal candidate will have extensive experience with SFMCAE and a strong background in b2b marketing and sales processes.

📋 Key Responsibilities

✅ Act as a strategic advisor to UPM's business areas on lead generation funnels and drip marketing using SFMCAE

✅ Design, build, and continuously optimize multi-step engagement programs and nurturing funnels using Engagement Studio

✅ Support UPM MSC Hub digital publishers in creating emails, forms, custom redirects, and replicating engagement programs

✅ Develop and maintain automation workflows, including automation rules, completion actions, segmentation rules, and dynamic lists

✅ Implement and refine lead scoring and grading models

✅ Manage opt-in and opt-out processes in compliance with data privacy regulations

✅ Leverage Salesforce CRM integration for seamless lead handoff to sales

✅ Configure and manage SFMCAE connectors (e.g., webinar platforms)

✅ Demonstrate UPM values and nurture the great team spirit at UPM Marketing, Sustainability and Communications Hub

ASSUMPTION: The role involves a high degree of independence and requires strong problem-solving skills, as well as the ability to work effectively with cross-functional teams and external partners.

🎯 Required Qualifications

Education: Bachelor’s degree in marketing or an equivalent area of study

Experience: At least five years of hands-on experience with Salesforce Marketing Cloud Account Engagement (SFMCAE) or an equivalent marketing automation platform

Required Skills:

• Expertise in Salesforce Marketing Cloud Account Engagement (preferred certifications Specialist or Consultant)
• Strong command of lead and demand generation processes
• Excellent troubleshooting skills and creative thinking
• Highly effective communication and collaboration skills
• Strong organizational skills with the ability to manage multiple projects simultaneously in a fast-paced environment
• At least C1 level of English proficiency (verbal and written) and preferably at least C1 level of Polish proficiency

Preferred Skills:

• Basic understanding of Customer Relationship Management platforms and Salesforce ecosystem

ASSUMPTION: The required skills listed above are essential for success in this role. Candidates who possess these skills and have a strong background in marketing automation and lead generation will be well-suited for this position.

💰 Compensation & Benefits

Salary Range: €55,000 - €70,000 per year (Estimated based on industry standards for a Senior Specialist role in Poland with 5-10 years of experience)

Benefits:

• Meaningful job with an inspiring purpose
• Caring community with a focus on work-life balance
• Development opportunities within an international, multi-business organization
• Responsible employer committed to sustainability and diversity

Working Hours: Full-time, 40 hours per week, with a hybrid work arrangement (3 office days per week)

ASSUMPTION: The salary range provided is an estimate based on industry standards for a Senior Specialist role in Poland with 5-10 years of experience. Actual salary may vary depending on factors such as the candidate's specific skills, experience, and negotiation.

📌 Applicant Insights

🔍 Company Context

Industry: UPM operates in the manufacturing industry, specializing in material solutions that renew products and entire value chains. They offer an extensive portfolio of renewable fibers, advanced materials, decarbonization solutions, and communication papers.

Company Size: UPM has 10,001+ employees globally, with approximately 600 professionals based in the Wrocław Business Hub.

Founded: UPM was founded in 1996 and is headquartered in Helsinki, Finland.

Company Description:

• UPM is a material solutions company, renewing products and entire value chains with an extensive portfolio of renewable fibers, advanced materials, decarbonization solutions, and communication papers.
• Their performance in sustainability has been recognized by third parties, including EcoVadis and the Dow Jones Sustainability Indices.
• UPM operates globally and employs approximately 15,800 people worldwide, with annual sales of approximately €10.3 billion.

Company Specialties:

• Wood, Plywood, Pulp, Biofuels, Biochemicals, Biomedicals, Forestry, Labeling, Packaging, Timber, Biofuels, Hydro energy, Paper, Circular economy, Fibre, Specialty papers, Graphic papers, Fossil-free, and Sustainability

Company Website: http://www.upm.com/

ASSUMPTION: UPM's focus on sustainability and innovation makes it an attractive employer for candidates interested in contributing to a more sustainable future.

📊 Role Analysis

Career Level: Senior Specialist roles typically represent mid to senior-level positions within an organization, requiring a high degree of expertise and experience.

Reporting Structure: The Senior Specialist will report to the Team Leader, Digital marketing enablement at UPM Marketing, Sustainability and Communications Hub.

Work Arrangement: This role follows a hybrid work arrangement, with regular work from the office every week.

Growth Opportunities:

• Potential career progression into management or specialized expert roles within the marketing automation field
• Opportunities to work on diverse projects and collaborate with various teams, fostering skill development and growth
• Access to professional development resources and training opportunities within UPM's global organization

ASSUMPTION: The hybrid work arrangement and growth opportunities make this role attractive to candidates seeking a balance between work-life integration and career advancement.

🌍 Location & Work Environment

Office Type: UPM Business Hub in Wrocław, Poland

Office Location(s): Wroclaw Business Hub

Geographic Context:

• Wrocław is the fourth-largest city in Poland, with a population of approximately 630,000 people
• The city is known for its vibrant cultural scene, rich history, and beautiful architecture
• Wrocław is located in the southwestern part of Poland, near the Czech border, and offers easy access to major European cities

Work Schedule: Full-time, 40 hours per week, with a hybrid work arrangement (3 office days per week)

ASSUMPTION: The location in Wrocław offers candidates the opportunity to live and work in a dynamic, multicultural city with a high quality of life.

💼 Interview & Application Insights

Typical Process:

• Online application submission through the provided link
• Phone or video screening with the HR team
• Technical assessment or case study presentation
• Final interview with the hiring manager and/or team members

Key Assessment Areas:

• Technical expertise in marketing automation and lead generation
• Problem-solving skills and ability to work independently
• Communication and collaboration skills
• Cultural fit with UPM's values and team spirit

Application Tips:

• Tailor your resume and cover letter to highlight relevant skills and experiences for this role
• Prepare for technical assessments or case studies by brushing up on your marketing automation skills and reviewing UPM's marketing strategies
• Research UPM's company culture and values to demonstrate your fit during the interview

ATS Keywords: Marketing automation, Salesforce Marketing Cloud Account Engagement, Lead generation, Drip marketing, Engagement Studio, Automation workflows, Data privacy compliance, CRM integration, Technical troubleshooting, Workshop facilitation, Collaboration, Cross-functional teams, Interpersonal skills

ASSUMPTION: The application process for this role may involve multiple stages, including technical assessments and interviews, to evaluate candidates' skills and cultural fit with UPM.

🛠️ Tools & Technologies

• Salesforce Marketing Cloud Account Engagement (SFMCAE)
• Engagement Studio
• Salesforce CRM
• Webinar platforms (e.g., GoToWebinar, Zoom Webinar)

ASSUMPTION: Familiarity with the listed tools and technologies is essential for success in this role, as they are integral to the day-to-day responsibilities of the Senior Specialist, Marketing automation.

👔 Cultural Fit Considerations

Company Values:

• Trust and be trusted
• Achieve together
• Renew with courage

Work Style:

• Collaborative and team-oriented
• Focused on driving results and continuous improvement
• Adaptable and open to change

Self-Assessment Questions:

• Do you align with UPM's values, particularly 'trust and be trusted' and 'renew with courage'?
• Are you comfortable working in a hybrid work environment, balancing remote work and on-site collaboration?
• Do you thrive in a dynamic, results-driven team and enjoy working on diverse projects?

ASSUMPTION: Candidates who share UPM's values and are comfortable working in a hybrid environment will likely find a good cultural fit within the organization.

⚠️ Potential Challenges

• Managing multiple projects simultaneously in a fast-paced environment
• Keeping up with the latest marketing automation trends and best practices
• Ensuring data privacy compliance and maintaining high standards of work quality
• Navigating a large, global organization with diverse teams and stakeholders

ASSUMPTION: The Senior Specialist, Marketing automation role presents unique challenges that require strong organizational skills, adaptability, and a commitment to continuous learning.

📈 Similar Roles Comparison

• This role differs from related positions in its focus on strategic lead generation and nurturing through SFMCAE, requiring a high level of expertise in marketing automation
• Industry-specific context: UPM operates in the manufacturing industry, with a strong focus on sustainability and innovation
• Career path comparison: This role represents a mid to senior-level position, with potential growth opportunities in management or specialized expert roles within the marketing automation field

ASSUMPTION: Understanding the unique aspects of this role and its industry-specific context will help candidates determine if it aligns with their career goals and interests.

📝 Sample Projects

• Developing and optimizing a multi-step engagement program to nurture leads through the funnel
• Collaborating with UPM's digital publishers to create engaging email campaigns and custom redirects
• Managing automation workflows to ensure seamless lead handoff to sales and maintain data privacy compliance

ASSUMPTION: The sample projects listed above provide insight into the day-to-day responsibilities and deliverables of the Senior Specialist, Marketing automation role.

❓ Key Questions to Ask During Interview

• Can you describe the team structure and dynamics within UPM Marketing, Sustainability and Communications Hub?
• How does UPM support the professional development and growth of its employees, particularly in the marketing automation field?
• What are the key priorities for this role in the first 90 days, and how will my work contribute to UPM's overall goals and strategies?
• How does UPM foster a culture of innovation and continuous improvement within its marketing automation processes?
• What are the most challenging aspects of this role, and how can I best prepare to succeed in them?

ASSUMPTION: Asking thoughtful, well-researched questions during the interview demonstrates your interest in the role and commitment to success within UPM.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through the provided link
• Tailor your resume and cover letter to highlight relevant skills and experiences for this role
• Prepare for technical assessments or case studies by brushing up on your marketing automation skills and reviewing UPM's marketing strategies
• Research UPM's company culture and values to demonstrate your fit during the interview
• Follow up with the HR team one week after submitting your application to inquire about the status of your application

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.