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Key Responsibilities and Required Skills for Marketing Operations Coordinator

💰 $55,000 - $80,000

MarketingOperationsMarTechAnalytics

🎯 Role Definition

The Marketing Operations Coordinator is responsible for executing and optimizing the systems, processes, and data that enable scalable, measurable marketing programs. This hands-on role manages the marketing technology stack (MarTech), campaign execution, lead routing and scoring, reporting and analytics, and cross-functional process improvement. The ideal candidate blends technical proficiency (CRM and marketing automation), strong analytical skills, and excellent stakeholder communication to deliver efficient, high-quality marketing operations and campaign outcomes.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Marketing Coordinator
  • CRM / Sales Support Specialist
  • Junior Marketing Analyst

Advancement To:

  • Marketing Operations Manager
  • MarTech / CRM Manager
  • Marketing Analytics Manager

Lateral Moves:

  • Demand Generation Specialist
  • Revenue Operations Analyst
  • Product Marketing Coordinator

Core Responsibilities

Primary Functions

  • Manage and maintain the marketing technology stack, including configuration, daily administration, user permissions, and routine maintenance for systems such as Salesforce, HubSpot, Marketo, Pardot, Eloqua, and related integrations.
  • Build, test, deploy, and document automated email and multichannel campaigns in marketing automation platforms, ensuring correct audience segmentation, personalization tokens, and deliverability best practices.
  • Design, implement, and maintain lead routing logic and workflows to ensure accurate handoff between marketing and sales, including lead scoring, deduplication, and SLA enforcement.
  • Produce and maintain recurring marketing performance reports and dashboards (weekly/monthly/quarterly) using tools like Google Analytics, Looker, Tableau, or Excel to track funnel metrics, campaign ROI, conversion rates, and attribution.
  • Troubleshoot data discrepancies across CRM, marketing automation, analytics, and advertising platforms; reconcile differences and implement fixes to improve data consistency and reporting reliability.
  • Execute quality assurance (QA) for campaign builds, landing pages, forms, and journey flows—conduct pre-send checks, link testing, spam filter checks, and mobile responsiveness reviews.
  • Configure and manage tracking implementations (UTMs, conversion pixels, event tagging) and ensure analytics platforms are capturing accurate campaign-level and channel-level data.
  • Support A/B and multivariate testing programs by setting up test variants, monitoring performance, and documenting results to inform optimization strategies.
  • Maintain data hygiene and database health through regular deduplication, field standardization, enrichment processes, and validation rules to improve segmentation accuracy and deliverability.
  • Implement and refine lead scoring models and qualification criteria to increase marketing-to-sales conversion rates and improve pipeline velocity.
  • Manage integrations and API-driven data flows between MarTech systems, third-party vendors, and internal databases, coordinating with engineering or external partners when necessary.
  • Own the documentation and versioning of operational processes, campaign templates, data dictionaries, and runbooks to support repeatability and team onboarding.
  • Coordinate technical onboarding and training for new users of marketing systems, create user guides, and provide day-to-day support to marketing and sales teams.
  • Execute campaign setup for paid media and programmatic channels by coordinating pixel deployment, audience syncing, audience suppression lists, and feed integrations.
  • Monitor email deliverability and sender reputation, manage suppression lists and bounces, and coordinate remediation tactics with deliverability specialists or vendors.
  • Support budget tracking and vendor invoicing for marketing ops tools and integrations, including license management and renewals oversight.
  • Lead cross-functional project workstreams to roll out new MarTech tools or process changes, including requirement gathering, testing, launch, and adoption tracking.
  • Ensure marketing compliance with data privacy regulations (GDPR, CCPA) by maintaining consent records, opt-out processes, and data retention policies across systems.
  • Partner with analytics and BI teams to translate marketing requirements into data models, ETL processes, and reporting dashboards that enable strategic decision-making.
  • Analyze campaign performance and conversion funnels to provide actionable insights and recommendations for optimization across channels and programs.
  • Serve as the day-to-day point of contact for external MarTech vendors and agencies, managing SLAs, implementation scopes, and issue escalation until resolution.
  • Track and improve operational KPIs such as campaign time-to-launch, error rates in campaign builds, lead handoff conversion, and time-to-first-response metrics.
  • Maintain and evolve segmentation strategies and dynamic lists to support lifecycle marketing, nurture streams, and targeted personalization initiatives.

Secondary Functions

  • Support ad-hoc data requests and exploratory analysis to answer campaign performance questions or to validate hypotheses from marketing stakeholders.
  • Contribute to the organization's MarTech roadmap by evaluating new tools, performing ROI analyses, and piloting integrations to fill capability gaps.
  • Collaborate with business units to translate marketing requirements into technical specifications, acceptance criteria, and implementation plans.
  • Participate in sprint planning and agile ceremonies within cross-functional teams to prioritize technical work, bug fixes, and feature requests.
  • Provide ongoing training sessions and office hours for marketing users to increase tool adoption and enforce operational best practices.
  • Assist with vendor evaluations, contract coordination, and technical onboarding for new MarTech partners.
  • Create and maintain a central knowledge base for common issues, step-by-step setup guides, and troubleshooting checklists.
  • Coordinate data enrichment projects and third-party append services to improve lead quality and segmentation capability.
  • Support CRM administration tasks such as custom field creation, page layout updates, permission sets, and simple declarative automations.
  • Help maintain marketing compliance audits and respond to data subject requests in coordination with legal and privacy teams.

Required Skills & Competencies

Hard Skills (Technical)

  • Strong CRM administration skills (Salesforce, HubSpot, or similar) including object/field management, workflows, and permissioning.
  • Proficiency with marketing automation platforms (Marketo, Pardot, Eloqua, HubSpot Marketing Hub) for campaign setup, automation flows, and segmentation.
  • Data analysis and visualization skills using Excel, Google Sheets, SQL, Looker, Tableau, or Power BI to create actionable dashboards and reports.
  • Understanding of web analytics (Google Analytics 4), event tracking, UTM parameter strategy, and conversion tracking best practices.
  • Experience with email marketing best practices including deliverability, list management, templates, and segmentation.
  • Familiarity with APIs, integrations, and third-party connectors (Zapier, Segment, mParticle) to manage data flows between systems.
  • Basic HTML/CSS skills to troubleshoot or edit email templates and landing page assets.
  • Knowledge of lead scoring models, lead lifecycle management, and handoff processes between marketing and sales.
  • Strong testing and QA skills for campaign builds, form validation, and tracking verification.
  • Experience with data governance practices: deduplication, data hygiene, field standardization, and consent management.
  • Hands-on experience with paid media tagging and audience syncing across platforms (Google Ads, Meta, LinkedIn).
  • Project management tools and methodologies (Asana, Jira, Trello, Agile) to track delivery and cross-team dependencies.

Soft Skills

  • Clear, proactive communicator able to translate technical details into business-friendly language for marketers and sales.
  • Strong analytical and problem-solving mindset with an ability to synthesize data into concise recommendations.
  • Highly organized and detail-oriented, able to manage multiple campaigns and deadlines simultaneously.
  • Collaborative team player who can build partnerships across marketing, sales, IT, and external agencies.
  • Customer-service orientation: responsive to internal stakeholder requests and capable of delivering timely solutions.
  • Adaptable and curious, willing to learn new tools and iterate on processes for continuous improvement.
  • Strong documentation skills to create runbooks, SOPs, and training materials.
  • Prioritization and time-management skills, especially in fast-paced or ambiguous environments.
  • Critical thinking and troubleshooting under pressure to resolve system or campaign issues quickly.
  • Stakeholder management and influence to align cross-functional teams on process and system changes.

Education & Experience

Educational Background

Minimum Education:

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

Preferred Education:

  • Bachelor's degree in Marketing, Business Administration, Data Analytics, Information Systems, or Communications.
  • Certifications in CRM or marketing automation platforms (Salesforce Admin, HubSpot, Marketo Certified Expert) and analytics (Google Analytics) are a plus.

Relevant Fields of Study:

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

Experience Requirements

Typical Experience Range:

  • 2–5 years of hands-on experience in marketing operations, CRM administration, marketing automation, or marketing analytics.

Preferred:

  • 3+ years with demonstrable experience managing MarTech stacks (Salesforce + marketing automation), campaign execution, and reporting.
  • Experience in B2B SaaS, enterprise marketing environments, or complex multi-channel marketing organizations is highly desirable.
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