Marketing Operations Manager

Purpose of the role

The Marketing Operations Manager owns the top of Marcura's funnel: how leads and target accounts arrive, how they are enriched, scored and routed, and how we prove which marketing activity creates pipeline and revenue.

The role runs Clay as Marcura's enrichment and orchestration engine, with AI as the layer that researches, scores and prioritises every lead and account. It is built on a cost disciplined design: ICPs per product group that roll up into one Marcura ICP, drop points that stop weak records early, a triage lane for borderline records, and continuous testing to find the model that gives the best value for budget at each step, based on marketing ops objectives.

2 deliverables define the first 6 months: a trusted top of funnel process from lead to opportunity, and a multi touch attribution model that sales, marketing and leadership rely on. The role is also the go to owner of marketing reporting, for the marketing team and for management. It works closely with the Salesforce team, marketing leads and sellers across all 4 business units.

Key responsibilities

Top of funnel management

• Own lead management end to end: capture across web, events, paid and LinkedIn; lead to account matching and deduplication; lifecycle and status design; routing; and SLAs from lead to MQL to SAL to opportunity.
• Design fit and engagement scoring, with the ICP model driving the fit score.
• Agree MQL and SAL definitions and follow up SLAs with sales, and hold both sides to them.
• Recycle and nurture leads that are not yet ready for sales, so none are lost.
• Own lead volume, quality and conversion targets, and run regular funnel reviews with sales leadership.

ICP data, Clay enrichment and AI orchestration

• Build and maintain ICPs for each product group from closed won data, rolling up into one Marcura ICP.
• Source ICP contacts beyond enrichment tools such as Clay, including trialling purchased marketing contact data and running campaigns and nurtures to measure its quality before any wider investment.
• Design and manage Clay enrichment waterfalls drawing on ZoomInfo and other providers, with results written back to Salesforce.
• Build drop points into ICP scoring and every enrichment step, so records that will not meet the grade stop early.
• Run a separate triage lane for borderline records that may be saveable.
• Use AI as the orchestration layer to research accounts, summarise buying signals, draft personalised follow up and prepare seller briefs at scale.
• Test models such as Claude, Gemini and Grok at each step and choose the one that gives the best value for budget against marketing ops objectives and accuracy targets.
• Own Clay credit, AI and contact data spend, and report cost per enriched record.

Attribution and reporting

• Design, build and maintain a multi touch attribution model (first touch, last touch, linear, W shaped and data driven).
• Own and deliver management reporting for marketing on an agreed cadence, including total pipeline movement and marketing sourced and influenced pipeline, and be accountable for submitting it to leadership.
• Build and maintain funnel dashboards covering conversion rates, speed to lead, velocity, cost per lead and return on marketing spend, and stand behind the accuracy of every number.
• Be the go to person for marketing reporting, for both the marketing team and management, giving an independent, data led view so marketing performance is measured objectively rather than self assessed.
• Campaigns and data governance
• Build and run campaigns, journeys and nurture programmes in Salesforce Marketing Cloud.
• Govern campaign structure, campaign member statuses and UTM standards so every touch is tracked in Sales Cloud.
• Manage lead and contact data quality, consent and GDPR compliance, including responsible use of enrichment and AI tools.