Marketing Automation & Campaign Operations Manager

About the role

Key Responsibilities: Planning and prioritization Contribute to quarterly planning with Demand Generation, Field Marketing, and Product Marketing; assess operational capacity, dependencies, and readiness for planned campaigns and launches, and flag risks early. Analyze campaign and operational performance to identify trends, gaps, and bottlenecks, and turn findings into practical recommendations for the Director and Marketing leadership. Marketo administration and platform quality Own the day-to-day health of the Marketo Engage instance, including users, roles, permissions, integrations, and processing performance; troubleshoot issues with the appropriate technical owners. Maintain and improve global program templates, tokens, folder structure, engagement programs, nurture streams, triggered and batch smart campaigns, dynamic content, and segmentations. Use Velocity scripting and webhooks where appropriate. Lead execution of prioritized instance audit and remediation work, including asset retirement, smart campaign cleanup, and technical debt reduction, and recommend architecture improvements that reduce build time and errors. Monitor email deliverability, bounce trends, and communication limits; partner with IT on domain authentication (SPF, DKIM, DMARC) and mailbox provider requirements, and escalate issues promptly. Campaign planning and delivery Own campaign intake, workback schedules, and delivery for webinars, events, email, nurture, product launches, and customer communications. Estimate effort and dependencies, manage stakeholder expectations, and escalate capacity or priority conflicts early. Build and launch Marketo programs, emails, landing pages, forms, and smart campaigns using standardized templates and tokens, with aligned Salesforce campaign records, membership, and statuses. Translate targeting requirements into validated audiences, including installed-base segments that require subscription or other related-record data; document definitions for reuse. Own launch QA and coordinate end-to-end testing with Web Operations, GTM Systems, and IT. Validate audiences, links, registration flows, Litmus email rendering, consent and suppressions, tracking, and Marketo to Salesforce synchronization. Preference center, consent, and database management Own the marketing email preference center and related workflows, including subscriptions, language preferences, opt-ins, unsubscribes, and consent history. Implement approved consent policies with Privacy and Legal, aligned with GDPR, CASL, and CAN-SPAM. Own day-to-day Marketo database quality, including field completeness, email verification with Validity BriteVerify, deduplication, enrichment checks, list import standards, and reusable exclusions for ineligible audiences. Build and maintain reusable audience segments; analyze segment size, reachability, overlap, and fatigue to recommend targeting improvements and reduce conflicting communications. Workflow automation and AI enablement Partner with the Marketing AI lead to identify and operationalize automation and AI opportunities within campaign operations, including campaign setup, content variation, QA, audience operations, and intake. Design and maintain structured intake and approval workflows using Microsoft Forms, SharePoint, and Power Automate; make request status, ownership, and delivery expectations visible to stakeholders. Prototype and test automations and agents using approved tools such as Copilot Studio, partnering with technical teams on anything requiring their support. Move validated prototypes into supported workflows with appropriate access, human review, and documentation; measure adoption, time savings, and error reduction. Campaign governance and measurement Own operational standards for Salesforce campaign hierarchies, naming, metadata, member statuses, and UTM tagging across business units and evergreen programs. Create reusable campaign and operational reports that show engagement, funnel performance, delivery timelines, and recurring bottlenecks; partner with Analytics and BI on attribution definitions and reporting alignment. Cross-functional delivery and enablement Partner with the lead lifecycle owner on campaign interactions with scoring and routing, and with GTM Systems and IT on Salesforce configuration, integration changes, and testing. Maintain instance documentation, operating procedures, and training materials so the platform remains supportable beyond any single administrator. Train and mentor marketers on Marketo best practices and approved self-service capabilities.

Requirements

• Required
• 6+ years of B2B marketing operations or campaign operations experience, including hands-on ownership of campaign builds, launches, and operational improvements.
• 3+ years of hands-on Marketo Engage experience, including instance administration, program builds, engagement programs, tokens, dynamic content, smart campaign logic, and platform troubleshooting.
• Working knowledge of Salesforce campaigns, campaign hierarchies, membership, and reporting, and of Marketo to Salesforce synchronization, including field mapping, sync errors, and lead and contact behavior.
• Experience managing marketing databases, audience segmentation, and preference center, consent, and suppression workflows; strong skills in UTM tracking, data validation, and email QA.
• Working knowledge of email deliverability and global privacy and consent requirements as they apply to marketing automation.
• Demonstrated experience improving marketing workflows through automation, with the ability to translate business needs into clear requirements and validate results.
• Strong project management, documentation, and communication skills, with the ability to prioritize competing requests, influence without direct authority, and present data-backed recommendations to marketing leadership.
• Preferred
• Adobe Certified Expert, Adobe Marketo Engage Business Practitioner certification, or willingness to obtain it within the first six months.
• Experience supporting or leading a Marketo instance audit, cleanup, re-architecture, or migration.
• Familiarity with Velocity scripting, the Marketo REST API, webhooks, middleware or iPaaS tools, and basic proficiency in a scripting language such as JavaScript or Python.
• Experience with Microsoft Power Automate, Forms, SharePoint, Copilot Studio, AI agents, or MCP integrations.