Marketing Operations Manager

The Role

The Marketing Operations Manager runs Marketo as the core marketing automation platform, optimizes the marketing technology stack, data governance and campaign execution across the organization, and owns CaPDB, Versaterm's competitive and market intelligence data in Salesforce. This role ensures that marketing systems, workflows and reporting are efficient, scalable and aligned with the company's go-to-market strategy. You will collaborate closely with Sales, Revenue Operations, Marketing and Analytics to strengthen data integrity and turn account intelligence into targeted campaigns and pipeline.

In addition, this role provides day-to-day guidance and support to junior team members, helping to prioritize work, share best practices and foster team development.

What You Do

CaPDB Data Ownership and Market Intelligence (new)

• Own CaPDB end to end as the named data owner: data standards, quality, refresh cadence and documentation.
• Define and publish what "complete" means for a strategic account, including confirmed CAD and RMS product (not just vendor family), contract start and end dates, satisfaction, key contacts and last verified date.
• Build and maintain the weekly Salesforce completeness report by tier, account owner and field, and review it with Sales leadership.
• Partner with Revenue Operations and Salesforce Admin on field cleanup, picklists, vendor mapping, duplicate accounts and data loads.
• Plan and run data enrichment programs, including vendor and outsourced calling partners, Gong and rep-sourced intel, and automated purchase and contract data sources. Set scope, scripts and quality checks, and review output on a regular schedule.
• Maintain the renewal and competitive view of the account base so Growth Marketing can time Marketo campaigns to contract end dates.
• Work with Sales leadership and account owners on a clear split of who confirms and updates which fields, and report ownership gaps.
• Support Product Marketing and Growth Marketing with segmented lists for competitor, renewal and product-gap campaigns.

Funnel Operations and Optimization

• Design and implement lead scoring, routing and lifecycle stage definitions in Marketo and Salesforce in partnership with Sales and Marketing.
• Maintain and enforce SLA compliance across MQL, SAL and SQL handoffs.
• Identify bottlenecks and conversion gaps across the funnel and propose data-driven solutions.
• Provide guidance to team members on funnel management best practices and support execution consistency.

Marketing Systems Ownership

• Act as the Marketo power user and platform owner: manage programs, channels, templates, smart lists, tokens and scoring, and keep the Marketo-Salesforce sync reliable.
• Sync CaPDB account, competitor, product and renewal fields from Salesforce into Marketo so we can segment audiences and trigger campaigns by competitor, product gap and contract end date.
• Collaborate with the GTM Systems team on system enhancements and architecture scalability.
• Evaluate new tools and platforms to support account-based marketing, campaign automation and customer engagement.
• Offer support and informal coaching to team members on system usage and troubleshooting.

Data Governance, Attribution and Reporting

• Ensure marketing data quality, campaign attribution and lead-source tracking are accurate and reliable.
• Partner with Analytics to build dashboards that measure pipeline contribution, channel ROI and marketing effectiveness, including CaPDB coverage and pipeline influenced by account intelligence.
• Support data audits, segmentation strategies and compliance reporting.
• Review team outputs for accuracy and consistency, providing feedback as needed.

Campaign Execution Enablement

• Define best practices, templates and workflows to standardize campaign operations.
• Conduct QA testing for all outbound marketing programs, including Marketo email, nurture and renewal campaigns.
• Provide training and support to campaign managers and content marketers.
• Act as a go-to resource for team members, helping to unblock issues and ensure smooth execution.

Program and Change Management

• Lead cross-functional projects (for example tech rollouts, compliance updates and operational audits).
• Develop documentation and training resources for new processes or tools, including the CaPDB playbook.
• Monitor KPIs and iterate on strategies to drive continuous improvement.
• Help coordinate project work across the team, ensuring clear ownership and timely delivery of key tasks.

What You Bring

• Bachelor's degree or diploma in Marketing, Business or a related field, or equivalent combination of education and experience.
• Minimum 5 years of experience in marketing operations, demand generation or revenue operations roles within a B2B SaaS or technology environment, with some prior experience providing mentorship, guidance or informal leadership.
• Advanced proficiency with Salesforce CRM, including custom objects, reports, dashboards, data loads and field and picklist management, and with Marketo, including programs, smart lists, scoring, tokens and the Marketo-Salesforce sync.
• Proven experience owning data quality: defining standards, measuring completeness, cleaning and deduplicating records, and getting other teams to maintain data.
• Experience managing outside vendors or outsourced data programs, including scoping, quality checks and performance review.
• Strong understanding of lead management processes, funnel metrics and campaign attribution models.
• Experience with data management, reporting and visualization tools (for example Tableau, Power BI or Salesforce dashboards).
• Proven ability to manage complex projects and cross-functional initiatives with multiple stakeholders, including Sales leadership and Revenue Operations.
• Analytical and detail-oriented mindset with a focus on process improvement and operational excellence.
• Excellent communication and collaboration skills, with the ability to translate technical concepts into actionable insights.
• Experience in account-based marketing (ABM) and revenue attribution frameworks is an asset.
• Experience with competitive intelligence, public sector or public safety technology markets, or contract and renewal data is an asset.
• Experience providing informal mentorship, guidance or onboarding support to junior team members or peers.
• Comfortable offering feedback, sharing best practices and helping to coordinate work across team members when needed.

Note: Due to the nature of our work with public safety agencies, this position requires compliance with the FBI's Criminal Justice Information Services (CJIS) Security Policy. Candidates must successfully pass a comprehensive, fingerprint-based background check. Please note that specific customer contracts may impose additional security verification requirements. Obtaining and maintaining all required security clearances is a condition of employment. For more information on CJIS security requirements, please visit the FBI's CJIS Security Policy Resource Center. 

Versaterm is committed to fair and equitable compensation that is competitive, consistent, and aligned with the value each role contributes to our organization. The starting salary for this position will be dependent upon many factors, such as the successful candidate’s skills, experience, education, training as well as internal equity, market data, and business needs. In addition to base salary and our comprehensive benefits offering, some roles may also be eligible for variable compensation such as incentive plans or discretionary performance bonuses.