Marketing Data Manager

JOB SUMMARY

This role serves as the Marketing Department's go-to resource for managing email and direct mail data, audience segmentation, reporting, analytics, and marketing automation. Working closely with the Email Team, Web Team, Campaign leads, Membership team, and Business Intelligence group, this position supports the preparation and management of data extensions, builds repeatable data and tracking processes, assists with Salesforce Marketing Cloud automations and journeys, and prepares data extracts for direct mail acquisition campaigns.

The role also plays a key part in understanding and analyzing AOPA's total addressable audience, helping the organization assess the depth, quality, and marketability of the audiences it owns to guide targeting, acquisition, and growth strategies. In addition, this position supports web and multi-channel analytics using GA4, Looker Studio, and related tools to deliver clear, actionable reporting across email, web, digital advertising, and direct mail.

This position does not manage staff, but collaborates cross-departmentally to improve data quality, campaign accuracy, attribution, and insight generation.

ESSENTIAL FUNCTIONS

Data, Segmentation and Automation (55–60%)

Build, maintain, and QA data extensions used for email segmentation, targeting, and personalization.

Create scalable segmentation logic based on audience profiles, behaviors, lifecycle stage, and campaign requirements.

Prepare data extracts and segmentation logic to support direct mail acquisition, renewal, and cross-sell campaigns.

Collaborate with the Membership team to select and pull direct mail acquisition lists, using audience modeling and prior campaign performance to identify high-value prospects.

Assist with Salesforce Marketing Cloud automations, journeys, and triggered campaigns.

Troubleshoot data-related email and automation issues, ensure data integrity, and monitor ongoing performance.

Support the development, documentation, and maintenance of repeatable data processes and standards to improve efficiency and accuracy.

Help define, structure, and prepare data to support a lead-generation pipeline, ensuring clear visibility into funnel stages, lead quality, and conversion potential for marketing and membership teams.

Analytics, Attribution and Reporting (30–35%)

Aggregate, validate, and maintain dashboards that reflect performance across acquisitions, renewals, and all products and programs, pulling from established sources of truth across marketing systems. This includes performance reporting for email, web, social media, and digital advertising.

Maintain cloud-based dashboards and reporting views that compile data from approved systems of record and sources of truth, ensuring marketing performance data is accurate, current, and refreshed weekly or monthly as appropriate.

Design and manage marketing tracking including source codes, UTM structures, and campaign-level reporting within CRM and marketing systems.

Aggregate and synthesize data from multiple systems and sources to create a cohesive view of audience behavior, engagement, and opportunity.

Deliver clear, actionable direct response and campaign performance reporting that informs future targeting, messaging, testing, and channel investment decisions.

Provide insights on trends, test results, audience performance, and attribution to help stakeholders evaluate what is working and where to optimize.

Pull ad-hoc data and produce concise summaries and recommendations for internal stakeholders as needed.

Collaboration and Support (10–15%)

Serve as a cross-functional connector between marketing, membership, and analytics teams to improve shared understanding of audience performance and opportunity.

Partner with Marketers, Campaign leads, the Senior Email Marketing Manager, Web Manager, and Membership team to assess data needs, segmentation strategies, and reporting priorities.

Support marketers with list pulls, audience analysis, targeting recommendations, and measurement planning.

Document data schemas, segmentation logic, workflows, naming conventions, tracking standards, and reporting definitions to support consistency and scalability.

Perform other related duties as assigned.

REQUIRED JOB QUALIFICATIONS

Bachelor's degree in Data Analytics, Information Systems, Marketing, Communications, or a related field (or equivalent professional experience).

4–6 years of professional experience in marketing operations, data analytics, or digital marketing, with a proven track record of managing data-driven campaigns.

Advanced Salesforce Marketing Cloud (SFMC) Proficiency: Hands-on experience building and managing Data Extensions, Automation Studio, Journey Builder, and triggered emails.

Intermediate to Advanced SQL Skills: Ability to write and troubleshoot queries for complex audience segmentation, data filtering, and reporting within a marketing database.

Web & Multi-Channel Analytics Mastery: Expertise in building and interpreting dashboards using GA4 (Google Analytics 4), Looker Studio, and/or Plausible to track digital advertising, social, and web performance.

Data Storytelling & Visualization: Proven ability to aggregate data from multiple sources and synthesize it into clear, actionable reports and visual summaries for diverse stakeholders.

CRM & Integration Expertise: Understanding of how data flows between CRMs (like Salesforce), marketing automation platforms, and third-party tools to ensure data integrity and accurate attribution.

Campaign Management & Tracking: Experience designing and managing tracking structures, including UTM parameters, source codes, and campaign-level reporting logic.

Direct Mail & Offline Data Management: Experience pulling, validating, and modeling data extracts for direct mail acquisition, renewals, and cross-sell campaigns.

Salesforce Certified Marketing Cloud Specialist: Possession of (or the ability to obtain) certifications such as Marketing Cloud Email Specialist or Marketing Cloud Consultant.

Google Analytics Certification: Valid certification in GA4, demonstrating a deep understanding of modern tracking and event-based data models.

Process Documentation: A disciplined approach to documenting data schemas, workflow logic, naming conventions, and repeatable standards to ensure team scalability.

Lead-Generation Pipeline Experience: Familiarity with structuring data to support funnel visibility, including lead scoring, quality assessment, and conversion tracking.

Collaborative Troubleshooting: Strong interpersonal skills to act as a "cross-functional connector" between technical BI teams and creative marketing teams to solve data discrepancies.

Detail-Oriented Quality Assurance: Exceptional accuracy and attention to detail, specifically in QA'ing large audience segments and automation logic before deployment.

PREFERRED JOB QUALIFICATIONS

Formal training, certification, or advanced hands-on experience with Salesforce Marketing Cloud.

Certifications or coursework in Google Analytics, Looker Studio, or related analytics platforms.

Experience supporting multi-channel marketing programs and reporting across web, email, digital advertising, and direct mail.

Experience with audience modeling, attribution methodologies, or direct response marketing analytics.

WORKING CONDITIONS

Generally, a climate-controlled office environment with occasional exposure to outdoor weather conditions when attending aviation-related events, including exposure to higher altitudes and confined spaces when flying in general aviation aircraft.

PHYSICAL DEMANDS

The physical demands of this position are typical of a standard office environment. While performing the duties of this job, the employee will regularly be required to:

Sit for extended periods while working at a computer or attending meetings.

Use hands and fingers to operate a keyboard, mouse, and other office equipment.

Communicate effectively via email, phone, and in person, requiring clear speech, hearing, and vision.

Occasionally lift or move items weighing up to 15 pounds.

Occasionally stand, walk, and reach during normal office activities.

Reasonable accommodations will be made to enable individuals with disabilities to perform the essential functions of the job.

ADDITIONAL INFORMATION:

This position is located at AOPA's Frederick, MD headquarters.

The salary range for this position is: $75,000 - $85,000, depending on education and experience.

BENEFIT INFORMATION:

Flight Training (earn your Private Pilot License for free) & Annual Flight Proficiency Program (so you can keep flying and remain proficient)

Medical, Dental, and Vision insurance is available for employees and their dependents the 1st of the month following their start date

Flexible Spending Plans

Health Savings Plan with employer contribution (for eligible participants)

401(k) Retirement Plan with a company match, and annual discretionary supplemental employer contribution

Company paid Short and Long-term Disability Insurance

Company paid Life Insurance and AD&D insurance with the option to buy up

Paid Time Off (PTO): 17 days accrued during first year (accruals increase based on tenure)

Paid Holidays: 12 holidays

Personal days: 3 (prorated based on hire date)

Volunteer day: 1 (prorated based on hire date)

Work From Home Fridays

Paid Parental Leave

AOPA Membership

Employee Assistance Program

Wellness Program (earn medical insurance premium discounts)

Gym Reimbursement Program

Supplemental insurance options (critical illness, accident, hospital indemnity)

Tuition Reimbursement Program

Discount on AOPA swag

Business casual dress code

Free coffee, tea, hot cocoa

Equal Opportunity Employer
This employer is required to notify all applicants of their rights pursuant to federal employment laws. For further information, please review the Know Your Rights notice from the Department of Labor.