Job Title: Marketing Operations Specialist
This role is responsible for optimizing the inbound marketing funnel across Australia and New Zealand (ANZ) by ensuring accurate lifecycle stage transitions, owning lead qualification processes, driving customer expansion initiatives, and overseeing comprehensive funnel monitoring.
Key Responsibilities:
* Lifecycle Stage Transitions Management: Design and implement processes for seamless lifecycle stage transitions using Salesforce custom objects, workflows, and automated scoring models. Utilize tools like Marketo for automation to ensure accurate, real-time transitions aligned with ANZ-specific buyer behaviors.
* Lead Qualification Processes Ownership: Define and refine lead qualification criteria for the ANZ region, incorporating local market trends, regulatory requirements, and buyer personas. Operationalize lead qualification processes by integrating lead scoring in Marketo, data enrichment via Hightouch, and qualification through Qualified, ensuring high-quality lead handoffs to sales.
* Customer Expansion Initiatives: Own the upsell funnel for ANZ customers, leveraging Braze for personalized engagement campaigns and Appcues for in-app guidance to drive expansion opportunities. Collaborate with customer success and product teams to segment customers and identify upsell triggers, using Salesforce data and Outreach for targeted sales engagement.
* Overall Funnel Monitoring and Optimisation: Develop and maintain real-time dashboards in Salesforce to track funnel metrics such as lead volume, conversion rates, velocity, and ROI across ANZ inbound channels. Analyze funnel performance to provide actionable insights, forecast pipeline, and report regional trends to senior leadership.
Required Skills and Qualifications:
* Bachelor's degree in Marketing, Business, or a related field; advanced certifications in marketing automation or Salesforce are preferred.
* 5+ years of experience in marketing operations, with hands-on expertise in funnel management, lead qualification, and martech stack integration in a B2B SaaS environment.
* Strong knowledge of the Salesforce object model, including custom objects, workflows, and API integrations; exposure to Snowflake or similar data warehousing solutions is a plus.