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Key Responsibilities and Required Skills for Marketing Operations Manager

💰 $95,000 - $145,000

MarketingOperationsTechnologyRevOps

🎯 Role Definition

The Marketing Operations Manager is the architect and engineer of the marketing department's engine. This pivotal role bridges the gap between marketing strategy and technical execution, ensuring that the people, processes, and technology are in place to drive measurable growth. You will be responsible for the entire marketing technology stack, lead management lifecycle, data integrity, and performance reporting. By optimizing our operational framework, you will empower the marketing team to work more efficiently, make data-driven decisions, and demonstrate a clear impact on the company's bottom line.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Marketing Automation Specialist
  • Marketing Analyst / Data Analyst
  • Senior Marketing Generalist or Specialist
  • Salesforce Administrator (with a marketing focus)

Advancement To:

  • Senior Manager, Marketing Operations
  • Director of Marketing Operations
  • Director of Revenue Operations (RevOps)
  • Head of Marketing Technology

Lateral Moves:

  • Demand Generation Manager
  • Product Marketing Manager
  • Business Systems Analyst

Core Responsibilities

Primary Functions

  • MarTech Stack Management: Own, manage, and optimize the entire marketing technology ecosystem, including marketing automation (Marketo/HubSpot), CRM (Salesforce), analytics platforms, and other integrated tools, ensuring they work together seamlessly.
  • Lead Lifecycle & Scoring: Design, implement, and continuously refine the lead lifecycle model, from lead capture to sales handoff, including lead scoring and routing logic to improve lead quality and conversion rates.
  • Campaign Execution & Automation: Build and manage the operational framework for executing complex, multi-channel marketing campaigns, including building scalable program templates, segmentation logic, and deployment workflows.
  • Data & Analytics Leadership: Develop and maintain a suite of dashboards and reports to track key performance indicators (KPIs) across the marketing funnel (e.g., MQLs, SQLs, pipeline, conversion rates), providing actionable insights to leadership.
  • Process Optimization & Scalability: Proactively identify bottlenecks and inefficiencies in marketing workflows, and design, document, and implement new processes to improve team efficiency, scalability, and accountability.
  • Database Management & Governance: Take ownership of the marketing database, focusing on data hygiene, enrichment, segmentation strategy, and ensuring compliance with global data privacy regulations (GDPR, CCPA).
  • Sales & Marketing Alignment: Serve as a key liaison between marketing and sales operations, ensuring seamless data flow, system integration, and process alignment to support shared revenue objectives.
  • Marketing Attribution & ROI: Implement and manage marketing attribution models to accurately measure campaign influence, ROI, and contribution to the sales pipeline and revenue.
  • Vendor Evaluation & Management: Lead the evaluation, selection, and implementation of new marketing technologies, and manage relationships with existing vendors to maximize value and performance.
  • Training & Enablement: Develop documentation and provide training to the marketing team on MarTech platforms, processes, and best practices to ensure high adoption and effective utilization.
  • System Integration Management: Oversee and troubleshoot integrations between the marketing automation platform, CRM, and other third-party applications, ensuring data integrity and consistency.
  • Website Analytics & Tracking: Ensure proper implementation and management of web analytics (Google Analytics, GTM) and tracking pixels to enable full-funnel visibility and behavioral analysis.
  • Technical Project Leadership: Act as the project lead for complex marketing operations initiatives, such as technology migrations, data enrichment projects, and process re-engineering efforts.
  • Data Governance Strategy: Establish and enforce robust data governance policies and standards to maintain the quality, consistency, and security of all marketing data.
  • A/B Testing Framework: Develop and manage a systematic framework for A/B and multivariate testing of emails, landing pages, and forms to drive continuous optimization and conversion rate improvement.
  • Reporting Cadence & Communication: Establish a regular reporting cadence to communicate marketing performance, trends, and insights to stakeholders at all levels, from campaign managers to the executive team.
  • Nurture Program Architecture: Architect and implement sophisticated lead nurturing programs and automated workflows based on prospect behavior, demographic/firmographic data, and lifecycle stage.
  • Global Compliance Oversight: Ensure all marketing activities, data collection, and communication practices are fully compliant with global privacy and anti-spam laws like GDPR, CCPA, and CAN-SPAM.
  • Technical Troubleshooting & Support: Serve as the primary point of contact for diagnosing and resolving technical issues within the MarTech stack, coordinating with vendors or IT as needed.
  • Strategic Scalability Planning: Proactively assess the current technology and process infrastructure, anticipating future needs and developing a strategic roadmap for scaling marketing operations to support business growth.
  • Personalization Engine Development: Collaborate with the demand generation team to develop and execute a personalization strategy across digital channels, leveraging data and technology to create more relevant user experiences.
  • API & Integration Scoping: Work with developers and technical teams to scope and manage API integrations between marketing platforms and other business systems to unlock advanced automation and data sharing capabilities.

Secondary Functions

  • Support ad-hoc data requests and exploratory data analysis from various teams.
  • Contribute to the organization's broader data strategy and roadmap.
  • Collaborate with business units to translate data needs into engineering requirements.
  • Participate in sprint planning and agile ceremonies within the data engineering team.

Required Skills & Competencies

Hard Skills (Technical)

  • Marketing Automation Expertise: Deep, hands-on proficiency with a major platform such as Marketo (Adobe Marketo Engage), HubSpot, or Salesforce Pardot, including certification.
  • CRM Mastery: Advanced knowledge of Salesforce (SFDC) as an administrator, including custom objects, workflows, process builder, data structures, and reporting.
  • Data Analysis & Visualization: Strong ability to manipulate data in Excel/Google Sheets and build insightful dashboards using tools like Tableau, Power BI, or Google Data Studio.
  • Web Analytics Proficiency: Solid experience with Google Analytics and Google Tag Manager (GTM) for tracking, analysis, and reporting on web behavior.
  • SQL for Marketing: Functional knowledge of SQL for querying databases to perform complex segmentation and analysis.
  • HTML/CSS: Foundational understanding of HTML and CSS for troubleshooting and customizing email and landing page templates.
  • Project Management Methodologies: Familiarity with agile principles and experience using project management software like Asana, Jira, or Monday.com.
  • Integration Platforms (iPaaS): Experience or understanding of integration platforms like Zapier, Workato, or Tray.io for connecting disparate systems.
  • Lead Lifecycle Design: Proven experience designing, building, and maintaining complex lead scoring, routing, and management processes.
  • Attribution Modeling Concepts: Strong understanding of different marketing attribution models (e.g., first-touch, last-touch, multi-touch, W-shaped) and their applications.

Soft Skills

  • Analytical Problem-Solver: A natural ability to dissect complex problems, analyze data from multiple sources, and propose practical, effective solutions.
  • Process-Oriented Thinker: A passion for building efficient, scalable, and repeatable systems and workflows from the ground up.
  • Exceptional Communicator: The ability to articulate complex technical concepts clearly and concisely to both technical and non-technical stakeholders.
  • Meticulous Attention to Detail: A commitment to precision and accuracy, particularly in campaign setup, data management, and reporting.
  • Collaborative Team Player: A proven track record of working effectively across departments, especially with sales, sales ops, and IT, to achieve common goals.
  • Strategic Mindset: The ability to see the bigger picture and connect day-to-day operational tasks to broader business objectives.
  • Proactive & Accountable: A self-starter who takes ownership of projects and outcomes, always looking for ways to improve.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor’s Degree or equivalent practical experience.

Preferred Education:

  • Master’s Degree or relevant advanced certifications (e.g., Marketo Certified Expert, Salesforce Certified Administrator).

Relevant Fields of Study:

  • Marketing
  • Business Administration
  • Information Systems
  • Data Science or Analytics
  • Economics

Experience Requirements

Typical Experience Range: 5-8 years of experience in a marketing operations, marketing automation, or related role.

Preferred:

  • Experience in a high-growth B2B SaaS or technology company.
  • Proven track record of managing a complex MarTech stack with deep experience in Marketo and Salesforce.
  • Demonstrable experience building and scaling marketing operations functions from the ground up.
  • Experience managing projects involving data migration and system implementation.
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