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Key Responsibilities and Required Skills for Marketing Operations Associate

💰 $60,000 - $85,000

MarketingOperationsMarTechAnalytics

🎯 Role Definition

The Marketing Operations Associate is a tactical, process-oriented role responsible for administering marketing technology (MarTech) systems, executing and tracking campaigns, ensuring lead quality and routing, producing operational reports, and streamlining workflows that enable scalable demand generation. This role partners closely with Demand Generation, Sales Operations, Product Marketing, and Analytics teams to operationalize marketing strategy and improve ROI through automation, measurement, and continuous process improvement.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Marketing Coordinator with a focus on campaign execution
  • Sales Operations Coordinator or CRM Specialist
  • Marketing Analyst or Marketing Automation Intern

Advancement To:

  • Senior Marketing Operations Specialist
  • Marketing Automation Manager
  • Marketing Operations Manager / Head of Marketing Operations

Lateral Moves:

  • CRM Administrator
  • Demand Generation Manager
  • Data Analyst (Marketing Analytics)

Core Responsibilities

Primary Functions

  • Configure, deploy, and maintain marketing automation programs (email campaigns, lead nurturing streams, drip campaigns) within platforms such as Marketo, HubSpot, Pardot, or Eloqua, ensuring timely execution and adherence to campaign specifications and brand guidelines.
  • Administer and optimize the CRM (Salesforce, Microsoft Dynamics) for marketing-to-sales data flows, lead creation, lead assignment rules, contact deduplication, and synchronization with marketing automation tools to ensure reliable lead handoffs.
  • Build, validate, and maintain multi-touch attribution and campaign tracking frameworks, including UTM parameter governance, source/medium mapping, and touch attribution models to ensure accurate revenue and performance reporting.
  • Create and maintain reports and dashboards (Tableau, Looker, Power BI, Google Data Studio) that track funnel metrics, campaign performance, MQL to SQL conversions, pipeline influence, and program ROI for marketing leadership and cross-functional stakeholders.
  • Develop and manage lead scoring models and qualification criteria in partnership with sales and demand gen to prioritize high-quality leads, tune scoring thresholds based on historical conversion rates, and document the scoring logic.
  • Implement and enforce data governance and hygiene practices, including deduplication, normalization, enrichment processes (Clearbit, ZoomInfo), and field-level validation rules to ensure high-quality marketing and CRM data.
  • Execute campaign segmentation, audience builds, and list management for targeted programs using criteria from personas, firmographics, behavioral signals, and engagement history to improve deliverability and campaign relevance.
  • Support A/B and multivariate tests for subject lines, creative, send times, landing pages, and CTAs; analyze test results and recommend optimizations to improve open, click, and conversion rates.
  • Manage operational procedures for email deliverability, including sender authentication (SPF, DKIM, DMARC), suppression lists, bounce handling, and partnership with deliverability vendors to maintain healthy sender reputation.
  • Troubleshoot technical issues across the MarTech stack (integration errors, API failures, sync conflicts), perform root cause analysis, and own remediation with internal teams or vendors to minimize downtime.
  • Document and maintain runbooks, SOPs, system architecture diagrams, and campaign playbooks to ensure repeatability, accelerate onboarding, and reduce single points of failure.
  • Coordinate end-to-end campaign operations across channels (email, paid social, paid search, web personalization, events) to ensure tracking, creative deployment, landing page and form functionality, and conversion measurement are correctly implemented.
  • Manage and optimize landing pages and forms (redirects, form validation, progressive profiling) in CMS/landing page builders (Unbounce, WordPress, HubSpot CMS) to maximize conversion rates and data capture.
  • Operate lead routing rules, SLA monitoring, and escalation flows to ensure timely sales follow-up, including building automated notifications and handoff checks in the CRM.
  • Partner with Analytics and Revenue Operations to reconcile marketing-sourced leads and pipeline attribution, perform monthly data audits, and align on a single source of truth for marketing performance.
  • Oversee integrations and middleware (Zapier, Workato, Mulesoft) to automate repetitive processes, synchronize records between systems, and reduce manual work for marketing and sales teams.
  • Support paid media measurement by ensuring tracking pixels, conversion events, and offline conversion uploads are correctly implemented and reconciled against paid spend and leads.
  • Assist in vendor and contract management for MarTech vendors: evaluate feature needs, coordinate trials, track usage and ROI, and support renewals or migrations.
  • Execute list hygiene, opt-outs, and preference center updates to maintain compliance with privacy regulations (CAN-SPAM, GDPR, CCPA) and campaign consent requirements.
  • Train and support marketing and sales teams on MarTech tools, provide permissioned user access, troubleshoot user issues, and create training materials and FAQs.
  • Analyze campaign performance to identify operational bottlenecks, recommend optimizations to improve lead throughput and quality, and prioritize tactical fixes with measurable KPIs.
  • Manage weekly and monthly operational cadences (campaign QA, data sync checklists, deliverability reviews, stakeholder status meetings) to keep cross-functional programs on track.

Secondary Functions

  • Support ad-hoc data requests and exploratory data analysis.
  • Contribute to the organization's 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.
  • Assist product marketing and content teams with tagging and taxonomy to ensure consistent channel attribution and content performance tracking.
  • Participate in quarterly planning cycles to align MarTech roadmaps with marketing objectives and budget priorities.
  • Provide input on creative and landing page tests from a measurement and operations perspective to ensure experiments are instrumented correctly.

Required Skills & Competencies

Hard Skills (Technical)

  • Marketing automation platform administration (Marketo, HubSpot, Pardot, Eloqua) — campaign build, program cloning, tokens, and nurture flows.
  • CRM management and configuration (Salesforce, Microsoft Dynamics) — lead/contact/account objects, workflows, validation rules, and process builder/flows.
  • SQL for querying marketing and CRM databases to validate data, build audience segments, and support attribution analysis.
  • Reporting and dashboard tools (Tableau, Looker, Power BI, Google Data Studio) — build, schedule, and maintain executive and operational dashboards.
  • Web and analytics tools (Google Analytics GA4, Adobe Analytics) — event tracking, goals, conversion funnels, and channel performance analysis.
  • Email deliverability best practices and tools (SendGrid, Return Path, 250ok) including SPF/DKIM/DMARC configuration.
  • Tag and pixel management (Google Tag Manager, Facebook Pixel) and familiarity with client-side vs. server-side tracking.
  • Data integration and ETL concepts, experience with middleware and APIs for system-to-system synchronization.
  • Advanced Excel / Google Sheets skills — pivot tables, vlookups/xlookups, macros, and data cleanup functions.
  • A/B testing platforms and experiment design knowledge (Optimizely, VWO, Google Optimize) and statistical interpretation basics.
  • Lead scoring and lifecycle management, including defining MQL/SQL criteria and mapping to sales processes.
  • Familiarity with privacy and compliance frameworks (GDPR, CCPA) and experience managing consent/preference centers.

Soft Skills

  • Strong cross-functional communication: translate technical constraints into business terms and align multiple stakeholders.
  • Detail-oriented with a strong focus on QA and process accuracy to prevent campaign or data errors.
  • Analytical mindset: extract insights from data, identify trends, and propose operational optimizations.
  • Project management skills: prioritize tasks, manage timelines, and coordinate dependencies across teams.
  • Problem-solving and troubleshooting aptitude for technical and process issues.
  • Adaptability: comfortable in fast-paced environments and managing shifting priorities.
  • Customer-service orientation: support internal users and address their operational needs with patience and clarity.
  • Documentation and knowledge-sharing: create runbooks and training materials to scale operational capability.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's degree or equivalent experience in Marketing, Business, Analytics, Communications, Information Systems, or a related field.

Preferred Education:

  • Bachelor’s degree with certifications in marketing automation or CRM (Marketo Certified, HubSpot Certification, Salesforce Certified Administrator) or a related Master’s degree.

Relevant Fields of Study:

  • Marketing
  • Business Administration
  • Data Analytics / Statistics
  • Computer Science / Information Systems
  • Communications

Experience Requirements

Typical Experience Range: 2–4 years in marketing operations, marketing automation, CRM administration, or demand generation support roles.

Preferred:

  • 3+ years of hands-on experience administering MarTech and CRM systems, executing multi-channel campaigns, building reports/dashboards, and implementing lead routing/score models.
  • Demonstrated experience working with sales teams to operationalize lead handoffs and SLA-based flows.
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