Salesforce Planner

Role:

Location:

About Us:

VML is a global powerhouse born from the unification of Wunderman Thompson and VMLY&R — two of the world's most powerful and accomplished creative agencies with complementary capabilities and geographic strengths. We have an industry-unique opportunity to provide our client partners with a fully integrated offering across brand experience, customer experience and commerce practices — powered by deep data and technology experience.

For more information, visit www.vml.com

Key responsibilities

• Performance planning and reviews

• Run pre-flight reviews for each pilot and major campaign: audience, data extensions and field readiness, content and links, journey logic, exit criteria, UTM discipline and tracking.

• Define success metrics and target lift; confirm Minimum Detectable Effect and test length with the Insights Analyst.

• Produce a clear optimisation plan with specific changes and expected impact.

• Einstein and automation application

• Specify and govern Einstein usage by journey type:

– Send Time Optimisation (propose windows by lifecycle urgency, e.g., MFN vs LNA)

– Engagement Scoring (persona routing and win-back rules)

– Engagement Frequency (caps to reduce fatigue/unsubscribes)

– Copy Insights (subject-line learning loop)

– Content Selection (prerequisites, tags, exclusions; when to use and when not)

• Monitor Messaging Insights alerts and trigger corrective actions with Campaign Ops.

Data model and DE hygiene

• Review data extensions, fields, data types, keys and relationships needed for the use-case; highlight risks and fixes (nulls, formatting, ID logic, consent flags).

• Agree naming conventions, versioning and retention with Platform/CRM teams.

• Ensure test IDs and events are in place for clean readouts.

• Journey QA and deliverability basics

• Check audience splits, holdouts, throttles, frequency, error paths and fallbacks.

• Run a deliverability checklist (domain, IP, seed tests, link integrity, image weight).

• Validate personalisation tokens and AMPscript references at template level.

• Content and personalisation optimisation

• Recommend quick-win content tweaks (structure, length, CTA placement) and personalisation variants aligned to the data actually available.

• Set a subject-line and creative A/B plan informed by Copy Insights.

• Partnering and governance

• Work daily with Campaign Operations to implement settings correctly; you specify, they build.

• Hand over a concise measurement brief to the Insights and Scaling Analyst pre-launch.

• Track actions to closure in JIRA and report weekly on optimisation items completed and impact achieved.

Skills & Compentencies

• 3–6 years in CRM/marketing operations or analytics with strong hands-on SFMC exposure.

• Working knowledge of Journey Builder, data extensions and subscriber/data view concepts.

• Practical application of Einstein STO, Engagement Scoring and Engagement Frequency in live journeys.

• Solid QA discipline; able to read basic AMPscript and validate personalisation.

• Competent with SQL and advanced Excel; comfortable reviewing queries and joins.

• Clarity in writing optimisation recommendations and presenting trade-offs.

• Familiarity with Content Selection, deliverability diagnostics, and BI tools (Power BI/Tableau).

• Experience in multi-market programmes and structured ways-of-working.

Tools

Salesforce Marketing Cloud and Einstein features, Journey Builder, SQL/Query Studio, Power BI or Tableau, JIRA, Confluence.