Key Responsibilities and Required Skills for Marketing Operations Analyst

🎯 Role Definition

The Marketing Operations Analyst supports the marketing organisation by ensuring that campaign workflows, data systems, lead-management processes and measurement frameworks run smoothly, efficiently and in alignment with business goals. You will work at the intersection of marketing, sales operations, analytics and technology to analyse campaign performance, maintain data integrity, drive process improvements and enable marketing to scale through strong operations discipline. You are comfortable working with large datasets, you understand marketing automation and CRM tools, and you partner across functions to enable results and operational excellence.

📈 Career Progression

Typical Career Path

Entry Point From:

Marketing Data Analyst
Campaign Operations Coordinator
Marketing Technology Assistant

Advancement To:

Senior Marketing Operations Analyst
Marketing Operations Manager
Director of Marketing Operations

Lateral Moves:

Revenue Operations Analyst
Marketing Technology Specialist
Demand Generation Operations Analyst

Core Responsibilities

Primary Functions

Analyze marketing and campaign data across channels (email, web, social, events) to evaluate performance, identify trends, gaps and opportunities for improvement.
Develop and maintain dashboards, scorecards and automated reporting tools to provide stakeholders with up-to-date insights on key marketing KPIs.
Ensure data integrity, data hygiene and system-to-system integration for marketing platforms including CRM, marketing automation and analytics tools.
Support lead management processes: lead scoring, routing, segmentation, hand-off to sales and funnel progression tracking.
Assist in managing the marketing technology stack: set up, configure and monitor tools, and optimize workflows for campaign execution.
Conduct operational audits of campaign flow processes, tracking systems (UTMs, pixels), marketing automation workflows and recommend improvements.
Collaborate with cross-functional teams (marketing, sales operations, finance, IT) to align processes, data sources and performance measures.
Monitor campaign budgets, reconcile marketing spend with financial reports and ensure cost-effectiveness of operations.
Build automation and process documentation, create standard operating procedures (SOPs), and ensure consistent execution of marketing operations tasks.
Manage segmentation strategies and contact list hygiene for email campaigns and nurture flows to improve campaign performance.
Assist with testing and optimisation of marketing operations: A/B testing, workflow efficiency, system enhancements and campaign process improvements.
Maintain and manage campaign asset workflows: tracking landing pages, forms, email templates, tagging, analytics implementation and campaign activation.
Provide support with vendor and tool-licensing management, onboarding, training of team members on tools and processes.
Present findings and insights from marketing operations data to management and align recommendations with strategic initiatives.
Identify bottlenecks in campaign delivery, system performance or data flows and proactively recommend and implement solutions to drive efficiency.
Track and report on compliance, data governance, privacy regulations (e.g., GDPR/CCPA) as they relate to marketing operations and system processes.
Support the setting of marketing operations strategy in alignment with broader marketing and revenue goals—translate strategy into operational plans.
Maintain documentation of system configurations, campaign flows, operational procedures and training materials for continuity and scalability.
Participate in implementation or migration projects for marketing platforms, ensuring minimal disruption, data integrity and business alignment.
Continuously evaluate emerging marketing technologies, automation opportunities and best-practice innovations to enhance the marketing operations function.

Secondary Functions

Support ad-hoc data requests, exploratory analytics projects and pilot campaigns to test new channels or technologies.
Contribute to the marketing operations roadmap: process improvements, automation, tooling evaluations, workflow scalability.
Collaborate with business units to translate marketing operations analytics into system and process requirements.
Participate in agile or project-based planning sessions when required by the marketing or operations teams.

Required Skills & Competencies

Hard Skills (Technical)

Proficient in data analysis and reporting: ability to work with large datasets, extract insights and build dashboards (e.g., Excel, Power BI, Tableau).
Hands-on experience with marketing automation platforms (e.g., Marketo, HubSpot) and CRM systems (e.g., Salesforce).
Strong understanding of lead lifecycle, funnel metrics, attribution modelling and marketing performance KPIs.
Familiarity with SQL, database querying and data governance practices.
Experience maintaining, configuring and optimizing marketing operations systems and tools.
Ability to execute process mapping, automation workflows and campaign operations tasks with precision.
Skilled in segmentation, data cleaning, lead scoring and contact management to support targeted campaigns.
Competence in budget tracking, expense reconciliation and performance measurement of marketing spend.
Knowledge of compliance, regulatory and privacy frameworks impacting marketing – e.g., GDPR, CCPA.
Demonstrated capability to communicate findings, create presentations and influence stakeholders with operational insights.

Soft Skills

Analytical mindset: ability to translate complex data into actionable recommendations and business outcomes.
Strong attention to detail and accuracy in campaign tracking, data management and systems configuration.
Excellent communication and stakeholder management: comfortable working cross-functionally and presenting insights.
Project management and organisational skills: able to prioritise multiple tasks, meet deadlines and support dynamic workflows.
Process-oriented thinker: identifies inefficiencies and drives continuous improvement of operational workflows.
Collaborative and cross-functional attitude: partners effectively with marketing, sales, IT and finance teams.
Adaptable and curious: comfortable navigating evolving marketing tools, technologies and business requirements.
Strategic perspective: understands how operations underpin marketing’s contribution to revenue and growth.
Self-starter and initiative-taker: identifies opportunities, recommends solutions and drives operational improvements.
Customer-centric mindset: appreciates how marketing operations affect the end-customer experience and overall brand delivery.

Education & Experience

Educational Background

Minimum Education:
Bachelor’s degree in Marketing, Business Administration, Analytics, Information Systems or a related field.
Preferred Education:
Advanced certification in analytics, marketing automation, CRM, or relevant postgraduate credential.
Relevant Fields of Study:

Marketing
Business Administration
Data Analytics / Business Intelligence
Information Systems / Technology

Experience Requirements

Typical Experience Range:
2–5 years of experience in marketing operations, campaign operations, analytics or a related role.
Preferred:
Experience in a B2B or digital marketing environment, demonstrated use of marketing automation/CRM platforms, experience working in cross-functional settings and providing actionable operational insights.