Main Responsibilities and Required Skills for Marketing Operations Manager

A Marketing Operations Manager is responsible for translating business goals and brand objectives into marketing strategy. They assist with implementing marketing campaigns and provide analysis and recommendations. In this blog post we describe the primary responsibilities and the most in-demand hard and soft skills for Marketing Operations Managers.

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Main Responsibilities of Marketing Operations Manager

The following list describes the typical responsibilities of a Marketing Operations Manager:

Analyze

Analyze and report on lead attribution and pipeline metrics.
Analyze user behavior to segment audience in order to appropriately personalize content.

Anticipate

Anticipate and effectively address any potential bottlenecks and roadblocks.

Architect

Architect, configure and execute high-value digital marketing activities.

Assess

Assess ad hoc analytic project requests and determine the best approach and team members to support.

Assist in

Assist in putting together case studies.
Assist in the selection, implementation and continuous improvement of marketing technology.
Assist marketing team as required across the campaign cycle.
Assist with implementing and tracking campaigns.
Assist with logistics of in-person and virtual events as needed.

Attract

Attract, retain, structure, motivate and lead a proactive, collaborative marketing operations team.

Audit

Audit and maintain business listings and location directories across the web.

Automate

Automate the reporting, focus your attention on the insights.

Build

Build and foster relationships with customers and influencers.
Build and implement the operational framework that accelerates the marketing team's ability to scale.
Build and maintain marketing KPI reports and dashboards and provide regular insights.
Build and maintain marketing prospect and customer databases.
Build and manage campaigns from lead scoring to backend flows using Marketo.
Build maintenance mechanisms.
Build relationships with cross-functional teams.
Build reporting model for marketing ROI and own process for tracking and compliance.
Build robust attribution models that effectively measure performance of each channel.

Carry out

Carry out advanced QA, segmentation, and management of campaigns.

Collaborate with

Collaborate and help develop monthly / quarterly business reviews for Field Marketing Leadership.
Collaborate with content writers to build and manage Drift sequences.
Collaborate with sales leadership to set-up, maintain and modify sales territories.

Conduct

Conduct analysis to identify and resolve any blockages in funnel progression.

Configure

Configure, execute, and QA campaigns, workflows and data issues.

Contribute to

Contribute to developing best practices and tools for Marketing Operations.

Coordinate

Coordinate resources and interdependencies across multiple projects and teams.
Coordinate treatment for patients undergoing Egg Freezing, IUI, IVF and Egg Donation.

Create

Create analytics and KPI reporting to influence program improvements.
Create and maintain global dashboards . (.
Create and manage a reporting and analysis structure around marketing campaigns.
Create a strategy for email marketing campaigns, including writing email copy.
Create a strategy for phone marketing campaigns, including writing sales scripts.
Create, manage, optimize and maintain CRM records (Copper CRM) , reports and dashboards.

Define

Define and build target audiences and segments to guide campaign and nurture strategy.
Define and execute improvements to enhance productivity, conversion rates and sales growth.
Define and write business requirements for new projects and initiatives.

Delegate

Delegate and ensure proper delivery of all materials.

Design

Design and implement lead scoring.
Design, create, and configure new operating models to benefit marketing teams.
Design ways to automate campaigns, processes and back end operations.

Develop

Develop and implement an A / B test plan to improve marketing campaign performance.
Develop and maintain Fidelity's content library.
Develop and maintain strong cross-functional partnerships.
Develop and manage a comprehensive marketing calendar providing regular updates to all stakeholders.
Develop and optimize automated always-on nurture and lead scoring programs.
Develop, build, and maintain marketing programs to drive new leads and revenue.
Develop roadmap to optimize marketing technology and operations.

Document

Document and communicate changes to the lead journey to the sales and marketing functions.

Drive

Drive brand preference with our customers across the products, markets, and geographies.
Drive the strategy for operational projects within our marketing automation system.

Enable

Enable automated data enrichment and cleanup to segment and maintain the marketing database.

Ensure

Ensure accurate data and lead flow between Marketo and Salesforce.
Ensure brand compliance with CCPA.
Ensure compliance with Adobe's privacy policies and local regulations.
Ensure data integrity across leads, campaigns, and opportunities.
Ensure effective lead handover to sales.
Ensure marketing regulation compliance (e.g. GDPR, CAN-SPAM compliance).
Ensure SEO and UX best practice is followed as part of every project.
Ensure that all performance data received is inputted into the database to deliver on deadlines.
Ensure that marketing measurement drives performance review of key functions and campaigns.
Ensure the adoption of new processes and tools, with emphasis on performance measures.
Ensure there is marketing-sales alignment on lead status and funnel descriptions.
Ensure we are targeting the right audience.
Ensure we're world-class with our database health and segmentation.

Establish

Establish and maintain best-practice lead nurturing and lead scoring engines.
Establish and maintain scalable processes that ensure best practices in campaign and lead management.
Establish confidence, trust and a positive rapport with all of our patients.
Establish, document and optimize processes both internal and external to the department.
Establish, maintain, and optimize processes for campaign operations.

Evaluate

Evaluate new technologies to improve and optimize marketing team performance.

Facilitate

Facilitate informed consent process.

Find

Find ways to maximize data integrity with minimal need for manual system maintenance by the reps.

Focus on

Focus on continual optimization through A / B and multivariate testing.

Follow up

Follow up on leads generated by partners as needed (ie. from conferences).

Handle

Handle multiple simultaneous projects.

Help

Help develop best practices and documentation.
Help build scalable processes and new best practices.

Identify

Identify and manage dependencies and critical path.
Identify, implement, and track meaningful tests to improve one-off emails and journey campaigns.
Identify, solution, and execute streamlining and automating processes.

Implement

Implement and maintain key marketing systems (like Hubspot).
Implement creative ways to identify intent and improve conversion rates.
Implement personalization programs.
Implement tracking and attribution programs for content, social, and advertising channels.

Improve

Improve our approach, build upon what we've started, invent new and better techniques.
Improve star ratings and search result rankings.
Improve the completion and accuracy of lead / user data and maintain a clean marketing database.

Keep

Keep large and complex projects organized, within scope, and on-time.
Keep the overview of the Market's marketing budget across the all businesses.

Lead

Lead all advertising operations projects for Platform Solutions.
Lead engagement campaigns that map to the B2B customer journey.
Lead insights and suggestions on how to improve marketing mix, spending and ROIs.
Lead relationships with outside vendors, agencies, and contracted resources.

Learn

Learn and implement the latest and greatest in digital marketing.

Leverage

Leverage Salesforce.com and Marketo for lead campaign & program tracking, analysis and reporting.

Liaise with

Liaise with marketing to ensure their platforms integrate with our sales requirements and strategies.

Maintain

Maintain a deep understanding of business drivers and an innate grasp of business metric definitions.
Maintain a high level of quality, professionalism, and integrity when negotiating with talent.
Maintain and monitor keyword bids, monthly budget caps, impression shares, and quality scores.
Maintain compliance with all processes and policies of the Limitless Information Management System.
Maintain ownership of the email marketing tech stack.

Make

Make operational changes to improve customer experience.
Make recommendations for future campaigns and initiatives to meet and exceed allocated targets.
Make reporting and forecasts accessible to the team.

Manage

Manage and execute marketing pipeline analysis and optimization.
Manage and Maintain all items relative to Marketing.
Manage daily account responsibilities associated with Google AdWords, LinkedIn, Yahoo, and Bing.
Manage day to day lead management processes with sales.
Manage list segmentations.
Manage list uploads, following data architecture best practices.
Manage - Measure, maintain and optimize operating models and services.
Manage multiple simultaneous projects and drive to successful resolution.
Manage online communities – discussion groups, social media, client inquiries.
Manage other digital marketers.
Manage project plans, progress by tracking activity.
Manage select vendor relationships critical to enabling demand generation programs.
Manage the Business Continuity planning process.
Manage the delivery of projects and new product launches that support our Product Marketing strategy.
Manage the lead funnel process, and provide recommendations and enhancements as needed.
Manage the Marketing planning process.

Maximize

Maximize customer retention and revenue.

Measure

Measure and communicate the impact of all marketing campaigns and initiatives.
Measure campaign results and use metrics to constantly optimize and improve campaigns.

Monitor

Monitor and report competitor and customer activity, trends and changes.

Onboard

Onboard and assist new marketing employees.

Optimize

Optimize and maintain system processes that scale across the full technology stack.

Oversee

Oversee segmentation, integrations, applications, and ensure clean data.
Oversee marketing metrics, that demonstrate performance of the marketing team.
Oversee the day-to-day execution of email marketing programs.
Oversee the design, approval, scheduling, and QA of campaigns.

Own

Own CRM user training, process enhancements, and utilization metrics.
Own data integrity between Salesforce.com, Marketo, and other company systems.
Own end-to-end marketing automation platform (Pardot).
Own goals and KPIs for campaigns.

Perform

Perform other duties as delegated by the Senior Manager.

Plan

Plan and own scalable reporting mechanisms, and identify areas of improvement.

Prepare

Prepare pitch presentations for new clients and manage the relationship with existing clients.

Prioritize

Prioritize - Propose solutions based on value, relative effort and available infrastructure.

Provide

Provide analyses and insights on all ongoing marketing activities.
Provide analysis, reporting and update.
Provide internal support and training on all of our marketing platforms.
Provide operational analytics and insights into business and efficiency metrics.
Provide operational management and support for our client processes.
Provide recommendations through data insights on improvements to activities and processes.
Provide support to the CMO, VP of Sales and Sales team on special projects or requests.

Raft

Raft effective digital media plans based on goals and available data.

Report

Report on content, campaign and sales enablement analytics to inform strategies and tactics.

Request

Request quotes, negotiate, and close the deals.

Review

Review and sign-off on business requirements for related projects and act as an SME as needed.

Run

Run day to day operations of marketing automation tools, processes, and campaigns.
Run various marketing projects as a need arises.

Scope

Scope and prioritize technical needs for the marketing team.

Set up

Set up a consistent and repeatable marketing management framework and cadence to streamline programs.
Set up reporting in HubSpot to allow us to evaluate the success of our marketing campaigns.

Stay knowledgeable on

Stay knowledgeable on developments in Ad Tech and provide cross-functional education and training.

Streamline

Streamline reporting to ease the process in measuring the impact of marketing globally.

Support

Support annual planning activities and develop actionable insights.
Support distribution channels to more effectively market and position products and services.
Support in content development and manage day to day operations of E-learning platform.
Support in development of digital and brand strategies.
Support integration work as needed.
Support monthly, quarterly, and annual reporting to the Senior Leadership Team.
Support the demand generation team in building sophisticated email marketing programs.
Support the execution of campaigns including drip, nurture programs, and prospect communications.

Track

Track established company KPIs and goals for both the sales and marketing teams and report results.
Track, report and forecast marketing investment versus budget.

Translate

Translate business goals and brand objectives into customer-focused marketing strategy.

Troubleshoot

Troubleshoot and QA campaigns, workflows, data issues and other key marketing operations functions.

Update

Update and maintain the lead status definitions.

Use

Use cohort analysis to understand, predict, and improve sales cycles and funnel metrics.
Use data driven information to develop marketing strategies.
Use Salesforce reporting to adjust bids using purchase with long sales cycles.

Vet

Vet and onboard new tools and systems as needed.

Work with

Work across the marketing organization to enable the continuous optimization of marketing programs.
Work as a project manager for special projects.
Work closely with BD and marketing leadership to define and agree ideal measurements and KPIs.
Work closely with our website agency to project manage the execution of our.
Work closely with the entire commercial team to ensure all activities are aligned.
Work directly with sales team members to help support the new hire onboarding process.
Work independently to execute email and troubleshoot technical issues.
Work together with field marketing and sales strategy to set data sourcing strategy.
Work with Analytics and Reporting teams as required.
Work with a service orientation to diverse businesses and partners globally.
Work with a world-class Sales Operations team in a rapidly growing company.
Work with internal client marketing teams to c.
Work with internal technology partners to find innovative solutions to business problems.
Work with marketing leadership on reporting.
Work with our CRM platform (Hubspot) to organize the leads and run the reports.
Work with team members on automating tasks wherever possible.
Work with the Event team to activate campaigns and execute Marketing and Launch Plans.

Most In-demand Hard Skills

The following list describes the most required technical skills of a Marketing Operations Manager:

Most In-demand Soft Skills

The following list describes the most required soft skills of a Marketing Operations Manager:

Written and oral communication skills
Analytical ability
Attention to detail
Self-starter
Organized
Problem-solving attitude
Team player
Organizational capacity
Detail-oriented
Interpersonal skills
Collaborative mindset
Creative
Self-motivated
Positive attitude
Presentation
Adaptable to changes
Time-management
Influencing
Results-oriented
Work cross-functionally