What are the responsibilities and job description for the Marketing Segmentation Manager position at AppFolio?
Hi, We’re AppFolio.
We’re innovators, changemakers, and collaborators. We’re more than just a software company — we’re a cloud-based powerhouse that creates products to make our customers’ lives easier. We’re revolutionizing the way people do business, and we want your ideas, your enthusiasm, and your passion to help us keep on innovating.
We love where we work, and you can, too.
To find out more about what AppFolio has to offer, check out appfolioinc.com/careers.
The Marketing Segmentation Manager works cross-functionally with Marketing Operations, Marketing Programs, Product Marketing, Digital Marketing, Sales, and Business Intelligence to design, analyze, and operationalize segmentation in the Marketing database. This includes analyzing the database to identify cohorts for ABA, refining our Salesforce and Data Warehouse infrastructure to reflect segmentation evolution, and aligning our Marketing, Sales, and Product teams on shared definitions and strategy.
What You’ll Do
Work directly with the Marketing, Product, and Sales Teams to identify changes to our serviceable product fit. Apply those changes to our latest TAM (total addressable market) study to determine metrics for annual business planning.- Build Salesforce reports to identify segmented accounts in our marketing database.
- Design, write, and direct the development of our customer and prospect segmentation codes to help drive our digital advertising (ABA).
- Work closely with the Sr Marketing Data Manager and Marketing Database Team Manager to update the current segmentation code logic and related documentation.
- Work cross-functionally with other teams throughout Marketing to ensure consistent messaging across advertising channels and platforms.
- In collaboration with the Marketing Programs, Product Marketing, and Business Operations teams, identify additional segmentation opportunities through the introduction of new data and data existing within our data warehouse.
- Support the Marketing Database Team’s data initiatives of continuous improvement through the identification of new high value data points in our Salesforce environment.
- Establish and maintain thorough and accurate documentation of all work. Prepare status, and one-off reports as required.
- Research the real estate and investment management markets to assist internal and external teams during annual planning.
- Maintain definitions of segmentation to reflect our evolving understanding of our target markets.
- Keep up to date on trends and advancements within your area of specialization, incorporating these improvements where applicable.
- Actively support and enforce the company’s data processes and standards of safe & sustainable.
What we’re looking for
- Bachelor’s degree in Marketing or 4 years equivalent experience required.
- Sufficient knowledge of relational database technologies and SQL required. Experience with SQL programming desired.
- Highly analytical and demonstrated problem-solving abilities.
- Ability to work cross functionally in an agile work environment.
- Strong ability to break down tasks and estimate work assignments.
- Ability to clearly and effectively communicate technical approach, status, and necessity for assistance.
- Excellent organizational skills and attention to detail.
- Experience using CRM tools like Salesforce, is desired.
- Experience using BI / data warehouse tools like Snowflake, is desired.
Our Story
AppFolio (NASDAQ: APPF) was founded in 2006 with the mission to revolutionize vertical industry businesses by providing great software and service. Our easy-to-use, cloud-based software helps our customers more effectively market, manage, and grow their businesses.
To find out more about what AppFolio has to offer, check out appfolioinc.com/careers.
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