Required Skills: Salesforce Marketing Cloud, BFSI domain, Journey Builder, Automation Studio, Email Studio,sql, APIs, integrations, and data flows

Job Description

We are seeking an experienced Business Analyst with strong expertise in Salesforce Marketing Cloud and deep understanding of banking/financial services processes. The ideal candidate will partner with retail banking, credit, and mortgage teams to translate business needs into scalable marketing automation solutions.

Key Responsibilities

• Collaborate with retail banking, credit, and mortgage teams to understand business goals and convert them into functional requirements.

• Conduct workshops, stakeholder interviews, and requirement sessions to capture detailed user stories and acceptance criteria for banking-focused marketing campaigns.

• Document current-state and design future-state workflows for marketing automation aligned with financial products.

• Work closely with Salesforce Marketing Cloud developers/architects to design scalable, integrated solutions that connect with core banking systems.

• Ensure compliance with banking regulations, KYC norms, GDPR, CCPA, and internal data privacy policies.

• Define data models, segmentation logic, and audience targeting for personalized customer journeys.

• Develop test plans, test scripts, and coordinate User Acceptance Testing (UAT) for BFSI marketing use cases.

• Create dashboards, KPIs, and performance reports to measure campaign effectiveness, customer acquisition, and cross-sell metrics.

• Prepare training material and conduct end-user training sessions for business stakeholders.

Qualifications

• Bachelor’s degree in Marketing, Business Administration, Information Systems, or related field.

• 5+ years of experience in Business Analysis or Marketing Technology roles within the BFSI domain.

• 3+ years of hands-on experience with Salesforce Marketing Cloud.

• Proficiency with Journey Builder, Automation Studio, Email Studio, and campaign execution workflows.

• Strong understanding of SQL for data segmentation and query building.

• Familiarity with APIs, integrations, and data flows between banking systems and marketing platforms.

• Preferred Certifications:

  • Salesforce Marketing Cloud Email Specialist / Consultant

  • Salesforce Administrator (ADM 201)

  • IIBA or CBAP certification