Marketing Automation Specialist

ABOUT GOWLING WLG

At Gowling WLG, our commitment to excellence begins with our people. As an international law firm with offices in Canada, the U.K., Europe, the Middle East, and Asia, we’re proud to recruit and retain top talent who bring energy, insight, and a singular focus on delivering exceptional experiences – for our clients and each other.

We’re intentional about building a workplace that’s both high-performing and supportive, ensuring that everyone is empowered to do their best work and reach their full potential. Our culture is grounded in our shared values:
Raise the Bar, Embrace Differences, and Thrive Together. These values shape how we collaborate, lead, and succeed – across teams, time zones, and career paths.

Whether you’re pursuing a role in law or business services, explore what’s possible and make your mark with Gowling WLG.

We are looking for a Marketing Automation Specialist to join our Business Development & Marketing team. This individual will help redefine how we connect with clients, prospects and audiences through data, creativity, and technology. This role is central to building a more connected and insight-driven digital marketing ecosystem, where every email, journey, and touchpoint is purposeful, personalized, and measurable.

As our Marketo expert, you will help shape the future of our marketing programs by using automation to deliver the right message to the right audience at the right moment. You will bring curiosity, innovation, and discipline to transform how we plan, execute, and measure campaigns, ensuring our marketing feels as thoughtful and client centred as the services we provide.

Working closely with colleagues across Business Development and Marketing and other stakeholder groups across the Firm, you will design and deliver programs that not only perform but elevate how we engage as a Firm. You will combine technical mastery with creative insight and business acumen to translate data into stories, systems into exceptional experiences, and campaigns into relationships that drive growth.

This position can be based in our Toronto, Ottawa or Calgary office.

• Ensure a consistent audience experience across touchpoints, aligned with the firm’s brand, tone, and compliance standards.
• Build scalable, dynamic programs in Marketo, our marketing automation platform, that support brand, sector, and practice initiatives, leveraging segmentation, personalization, lifecycle marketing, and lead journey orchestration for maximum impact.
• Collaborate with the brand and marketing, communications, and business development teams to translate business objectives into meaningful client connections that keep the Firm top-of-mind with clear calls to action and measurable outcomes.
• Design and deploy integrated marketing experiences that include email campaigns, landing pages, forms, webinars, demand generation, and nurture programs to engage clients and prospects across the buyer journey.

• Build and manage audience segments in Marketo and CRM using behavioural, demographic, and firmographic data to deliver compliant, targeted, and personalized communications that deepen engagement.
• Ensure compliance with Canadian Anti-Spam Legislation (CASL) and privacy standards, maintaining proper consent management, suppression lists, and data retention practices within Marketo.
• Continuously learn from campaign performance, sharing and using insights to make recommendations for enhancement, including refining targeting, messaging, and program design for impact.
• Translate campaign performance into clear dashboards and executive-ready insights that connect marketing activity to business impact, including pipeline influence and campaign attribution.

• Build and manage audience segments in Marketo and CRM using behavioural, demographic, and firmographic data to deliver compliant, targeted, and personalized communications that deepen engagement.
• Design and implement automated client and prospect journeys that adapt to audience behavior and preferences throughout the lifecycle.
• Continuously…