SFMC Functional Business Analyst

JOB DESCRIPTION:

Role Summary
The Marketing Functional Consultant acts as the bridge between business stakeholders and technical teams, translating marketing and customer engagement requirements into Salesforce Marketing Cloud (SFMC) solutions. This role is responsible for gathering requirements, defining campaign and journey processes, supporting user adoption, and ensuring successful delivery of SFMC initiatives.
Key Responsibilities
Gather, analyze, and translate business requirements into Salesforce Marketing Cloud functional requirements and solution specifications.
Collaborate with stakeholders to define customer journeys, campaign workflows, segmentation strategies, and marketing processes.
Create and manage user stories, business requirements documents (BRDs), functional specifications, and acceptance criteria.
Facilitate discovery sessions, stakeholder workshops, and solution review meetings.
Work closely with architects, developers, and QA teams to ensure requirements are accurately implemented.
Support User Acceptance Testing (UAT) by preparing test scenarios, coordinating testing activities, and validating business outcomes.
Drive user training, change management, and adoption initiatives for SFMC solutions.
Document business processes, workflows, data requirements, and system interactions.
Identify opportunities for process improvements and recommend optimized marketing operations.
Ensure delivered solutions align with business objectives, customer experience goals, and platform capabilities.
Provide ongoing support during deployment, hypercare, and post-implementation phases.
Required Skills & Qualifications
Strong understanding of Salesforce Marketing Cloud modules, including Journey Builder, Email Studio, Contact Builder, and Automation Studio.
Experience in requirements gathering, business process mapping, and stakeholder management.
Ability to translate business needs into functional and technical requirements.
Experience creating user stories, acceptance criteria, process flows, and functional documentation.
Knowledge of customer lifecycle marketing, campaign management, and personalization strategies.
Strong communication, presentation, and workshop facilitation skills.
Familiarity with Agile delivery methodologies and tools such as Jira or Azure DevOps.
Experience
3+ to 7+ years of experience as a Business Analyst, CRM Consultant, or Marketing Technology Consultant.
Experience working on Salesforce Marketing Cloud implementations and enhancements.
Exposure to digital marketing, customer engagement platforms, and marketing automation solutions is preferred.
Preferred Certifications
Salesforce Marketing Cloud Email Specialist
Salesforce Marketing Cloud Administrator
Salesforce Business Analyst Certification
Agile/Scrum Certification (preferred)