Automation Specialist - Marketing - Health Alliance Plan

Business (Non-Clinical)
220200 Requisition #


The Automation Specialist, formally knows as Marketing Technology Specialist, performs project work of a complex nature, with responsibility for aligning digital marketing technology with business goals and IT data infrastructures to execute targeted, trigger-based, personalized, measurable campaigns. This includes building, implementing, maintaining, and optimizing marketing technology capabilities such as cross-channel marketing campaign execution, email marketing, marketing automation, lead nurturing and scoring, lead lifecycle management, CRM integration and analytics to effectively measure marketing efforts.
Project assignments include assessing and interpreting multiple sources of complex data, developing data infrastructure and deriving actionable recommendations to support market strategies and growth.
This individual will champion digital engagement initiatives and be responsible for ensuring data usability and cleanliness for campaign execution and performance measurement. They will work closely with business stakeholders, marketing organization and IT team members to deploy campaigns.


  • Configure and optimize enterprise marketing platform and CRM to effectively deliver on organizational marketing/ growth goals. Define and manage the infrastructure and customization of the platform including business rules, lead development and scoring, multi-touch nurture, profiling, segmentation, workflows and reporting.
  • Manage and maintain integrity, cleanliness and organization of data including campaign data pulls, data submissions, list segments, campaign dashboards and ROI reports.
  • Capture business requirements, work collaboratively to create functional requirements and architect technology roadmaps and solutions.
  • Collaborate with marketing managers to build and maintain a master asset tracker, standardized naming conventions and campaign crosswalk for attribution modeling. 
  • Experience implementing, operating and managing comprehensive marketing automation capabilities and reporting for a sizable company with excellent results.
  • Serve as super user. Identify/ troubleshoot/resolve technology and database failures.
  • Collaborate with the marketing team to define project goals and leverage consumer segments, models, event triggers to define effective targeting for each campaign and program.
  • Challenge the status quo and help the organization continuously refine its digital communications.
  • Build relationships and support management of the email/ text solution and CRM vendors. Serve as internal liaison with IT, procurement and consumer operations.
  • Monitor and respond to health care insurance industry and competitive marketing communication strategies.
  • Support other channels and HAP digital marketing efforts.
  • Perform additional duties as needed.


  • Bachelor’s Degree required, preferred in marketing, computer science, business related field.
  • 3 plus years of experience in marketing technology functional roles.
  • Significant experience with customer databases, data management and marketing technology.
  • Demonstrated ability to seamlessly pivot between high-level, strategic activities and detailed delivery tasks.
  • Exceptional analytical and problem-solving skills to interpret data and make recommendations. Ability to take complex analysis and clearly portray the analysis for the audience to understand.
  • Must have a solid understanding of the digital product ecosystem with the ability to speak on the role of multiple digital areas including personalization, automation, CRM and analytics. Knowledge of SQL server or similar database platforms is a plus.
  • Google analytics and google tag manager experience, certification preferred.
  • Project management experience.
  • Health insurance or health care industry experience.


       Under the leadership of President and CEO Wright L. Lassiter, III, Henry Ford Health System is a

       $6 billion integrated health system comprised of six hospitals, a health plan, and 250+ sites

       including medical centers, walk-in and urgent care clinics, pharmacy, eye care facilities and

       other healthcare retail. Established in 1915 by auto industry pioneer Henry Ford, the health system

       now has 32,000 employees and remains home to the 1,900-member Henry Ford Medical Group, one

       of the nation’s oldest physician groups. An additional 2,200 physicians are also affiliated with the

       health system through the Henry Ford Physician Network. Henry Ford is also one of the region’s  

       major academic medical centers, receiving between $90-$100 million in annual research funding and

       remaining Michigan’s fourth largest NIH-funded institution. Also an active participant in medical

       education and training, the health system has trained nearly 40% of physicians currently practicing

       in the state and also provides education and training for other health professionals including nurses,

       pharmacists, radiology and respiratory technicians. visit


       Whether it's offering a new medical option, helping you make healthier lifestyle choices or

       making the employee enrollment selection experience easier, it's all about choice.  Henry

       Ford Health System has a new approach for its employee benefits program - My Choice

       Rewards.  My Choice Rewards is a program as diverse as the people it serves.  There are

       dozens of options for all of our employees including compensation, benefits, work/life balance

       and learning - options that enhance your career and add value to your personal life.  As an

       employee you are provided access to Retirement Programs, an Employee Assistance Program

       (Henry Ford Enhanced), Tuition Reimbursement, Paid Time Off, Employee Health and Wellness,                 and a whole host of other benefits and services.  Employee's classified as contingent status are not         eligible for benefits.    

      Equal Employment Opportunity/Affirmative Action Employer

        Equal Employment Opportunity / Affirmative Action Employer Henry Ford Health System is

        committed to the hiring, advancement and fair treatment of all individuals without regard to

        race, color, creed, religion, age, sex, national origin, disability, veteran status, size, height,

        weight, marital status, family status, gender identity, sexual orientation, and genetic information,

        or any other protected status in accordance with applicable federal and state laws.

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