Key Responsibilities and Required Skills for Marketing Operations Specialist
💰 $60,000 - $95,000
MarketingOperationsDigital
🎯 Role Definition
The Marketing Operations Specialist is the operational backbone of the marketing organisation—responsible for ensuring marketing campaigns, processes, data systems and technologies are aligned, efficient and driving measurable outcomes. This role spans campaign execution, marketing automation, database management, process optimisation and cross‑functional collaboration with Sales, RevOps, Analytics and IT. The ideal candidate is technically savvy, data‑driven, detail‑oriented, and thrives working at the intersection of marketing strategy and operational execution.
📈 Career Progression
Typical Career Path
Entry Point From:
- Marketing Automation Coordinator
- Marketing Data Analyst
- Digital Campaign Operations Associate
Advancement To:
- Senior Marketing Operations Specialist
- Marketing Operations Manager
- Head of Marketing Technology & Operations
Lateral Moves:
- Revenue Operations Specialist
- Marketing Technology Specialist
- Demand Generation Operations Lead
Core Responsibilities
Primary Functions
- Own and optimise the marketing automation workflows: lead scoring, routing, nurture tracks, campaign triggers and process flows.
- Manage the marketing technology stack—CRM, MAP (Marketing Automation Platform), data integration tools—and ensure alignment with marketing and sales processes.
- Maintain data integrity across marketing and sales systems by auditing, cleansing, deduplicating and standardising contact, account and lead records.
- Develop and maintain dashboards and performance reports on key marketing operations metrics (campaigns, leads, conversions, attribution, funnel health).
- Collaborate with Sales, RevOps and Marketing leadership to define SLAs, ensure proper lead handoffs, and optimise the lead‑to‑revenue lifecycle.
- Support campaign execution from an operational standpoint: set up landing pages, tracking pixels/UTMs, email templates, list segmentation, and automation workflows.
- Execute QA and testing processes for marketing operations: ensure campaigns are error‑free, monitor deliverability, monitor system performance and troubleshoot technical issues.
- Conduct lead‑quality analysis and pipeline performance reviews—including MQLs, lead reject rates, meeting accept rates—and produce actionable insights.
- Define and document marketing operations processes, train users, maintain system governance, and ensure operational best‑practice.
- Partner with IT or data engineering teams to ensure integrations between marketing systems (CRM, MAP, analytics) are robust and support business needs.
- Implement segmentation, list strategy and contact lead lifecycle management to support personalised marketing campaigns and nurture flows.
- Monitor email deliverability, domain reputation, suppression lists and compliance with email regulations (CAN‑SPAM, GDPR) as part of operational risk management.
- Assist in managing vendor relationships, licensing, tool‑selection, contract renewals and system maintenance for marketing operations technology.
- Coordinate with creative, content, digital and demand‑generation teams to ensure operational readiness of campaigns, assets, and tracking requirements.
- Identify operational bottlenecks, process inefficiencies, automation opportunities and propose optimisations to improve speed, quality and scalability.
- Support cross‑functional project management: organise timelines, communicate deliverables, escalate issues and ensure campaign milestones are met.
- Collaborate with analytics/data teams to ensure marketing operations data is available, accurate and supports attribution and performance analysis.
- Maintain documentation of system configurations, campaign structures, process flows, and user guides to support continuity and training.
- Assist in migration or upgrade projects for marketing platforms, ensuring data integrity, minimal disruption and alignment with business goals.
- Stay current on emerging marketing technologies, trends, automation capabilities and best practices—advise on tool adoption and operations maturity.
Secondary Functions
- Support ad‑hoc data requests, exploratory marketing‑technology experiments and pilot campaigns.
- Contribute to the marketing operations roadmap: tool evaluation, process improvement initiatives, workflow automation and scalability.
- Collaborate with business units to translate operational marketing analytics into process requirements and system enhancements.
- Participate in sprint planning or agile marketing stand‑ups when required to support operational and technical delivery.
Required Skills & Competencies
Hard Skills (Technical)
- Proficiency with marketing automation platforms (e.g., Marketo, HubSpot, Pardot) and CRM systems (e.g., Salesforce).
- Strong data management capabilities: list hygiene, deduplication, segmentation, database health and data governance.
- Experience building dashboards, reports and analytics using tools such as Excel, Tableau or Google Analytics and translating insights to stakeholders.
- Ability to implement and manage workflow automations, lead scoring models, routing rules, tracking pixels/UTMs and campaign setup.
- Proficient in QA/testing for marketing operations: A/B tests, multivariate tests, deliverability monitoring, system performance.
- Understanding of the digital marketing funnel, lead lifecycle, attribution modelling and marketing‑sales alignment.
- Ability to manage marketing technology stack integrations with other business systems (CRM, analytics, web platforms).
- Familiarity with process mapping, documentation, workflow governance and technical process implementation.
- Skilled in project coordination or operational planning with cross‑functional teams (marketing, sales, IT).
- Knowledge of email deliverability best practices, compliance (CAN‑SPAM, GDPR) and campaign quality control.
Soft Skills
- Strong analytical mindset: capable of interpreting operational data, identifying trends and recommending improvements.
- Excellent attention to detail and accuracy in execution of systems, campaigns and data processes.
- Effective communication and stakeholder‑management skills: able to liaise with marketing, sales, IT and vendors.
- Collaborative team‑player with ability to work cross‑functionally and influence without direct authority.
- Problem‑solving attitude: able to identify process bottlenecks, anticipate issues and implement solutions proactively.
- Adaptability and eagerness to stay current with evolving technology, processes and best practices.
- Organizational and project‑management skills: manage multiple workstreams, deadlines and deliverables.
- Strategic thinkers; understands the “why” behind operations and aligns tasks with business objectives.
- Self‑starter with a hands‑on approach who can operate in both strategic and execution‑oriented modes.
- Comfort with ambiguity and change; able to rapidly pivot and support operational initiatives in dynamic environments.
Education & Experience
Educational Background
Minimum Education:
Bachelor’s degree in Marketing, Business, Information Systems, Data Analytics or a related field.
Preferred Education:
Relevant certifications in marketing automation, CRM systems, data analytics or project management (e.g., Marketo Certification, Salesforce Admin, Analytics cert).
Relevant Fields of Study:
- Marketing
- Business Administration
- Information Systems / Technology
- Data Analytics