A Marketing Operations Specialist is responsible for managing and optimizing marketing technology systems and processes to enhance campaign performance and ROI. This role is crucial for driving marketing efficiency, ensuring data accuracy, and enabling scalable growth through streamlined operations.
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What is a Marketing Operations Specialist?
A Marketing Operations Specialist is a strategic role within marketing teams focused on the infrastructure, processes, and technology that power marketing efforts. They serve as the backbone of marketing departments by ensuring systems like CRM platforms, automation tools, and analytics software function seamlessly. Their expertise lies in bridging the gap between marketing strategy and technical execution, making them essential for data-driven decision-making and operational excellence. In essence, they are the architects behind efficient and scalable marketing campaigns.
What does a Marketing Operations Specialist do?
A Marketing Operations Specialist manages and optimizes marketing technology stacks, including CRM systems (e.g., Salesforce), marketing automation platforms (e.g., HubSpot), and analytics tools. They oversee campaign execution, track performance metrics, and ensure data integrity across marketing channels. Additionally, they troubleshoot technical issues, implement process improvements, and provide training to marketing teams on tool usage. Their work directly supports lead generation, customer engagement, and ROI measurement, making them pivotal for aligning marketing efforts with business goals.
Job Overview
The Marketing Operations Specialist is responsible for optimizing marketing technology infrastructure, managing campaign execution processes, and analyzing marketing performance data to drive operational efficiency and revenue growth. This role serves as the technical backbone of the marketing department, ensuring seamless integration between marketing automation, CRM systems, and analytics platforms.
1. Manage and optimize marketing automation platform (Marketo/HubSpot/Pardot) configurations and workflows
2. Implement and maintain lead scoring models and lead management processes
3. Oversee database management including segmentation, cleansing, and compliance with GDPR/CCPA regulations
4. Develop and execute A/B testing frameworks for email campaigns, landing pages, and forms
5. Create and maintain marketing dashboards and performance reports using Tableau/Looker/Google Analytics
6. Troubleshoot technical issues across marketing technology stack and coordinate with IT teams
7. Manage marketing attribution modeling and ROI analysis for multi-channel campaigns
8. Implement and maintain UTM parameters and tracking codes for campaign measurement
9. Oversee integration between marketing automation platform and Salesforce/CRM systems
10. Develop and document standard operating procedures for marketing operations
1. 3+ years of marketing operations experience with marketing automation platforms (Marketo, HubSpot, or Pardot)
2. Proficiency in Salesforce CRM administration and integration management
3. Strong analytical skills with experience in Google Analytics and marketing performance reporting
4. Expertise in lead management processes and marketing database segmentation
5. Knowledge of email marketing best practices and CAN-SPAM/CASL compliance
6. Experience with HTML/CSS for email template creation and landing page customization
7. Bachelor's degree in Marketing, Business, or related technical field
8. Proven ability to manage multiple projects with strict attention to detail
Preferred Qualifications
1. Marketo Certified Expert or HubSpot Marketing Software Certification
2. Salesforce Administrator certification
3. Experience with ABM platforms (Terminus, Demandbase, 6Sense)
4. Knowledge of SQL for data extraction and analysis
5. Experience with web analytics tools beyond Google Analytics (Adobe Analytics, Mixpanel)
6. Previous experience in B2B marketing operations environment
7. Familiarity with CDP (Customer Data Platform) implementation and management
Bonus Skills
1. Python or R programming skills for marketing data analysis
2. Experience with API integrations and webhook configurations
3. Knowledge of predictive analytics and machine learning applications in marketing
4. Experience with marketing attribution software (Bizible, Attribution)
5. Familiarity with privacy regulations and data governance frameworks
6. Experience with chatbot and conversational marketing platforms
7. Project management certification (PMP, Agile/Scrum)
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