Marketing Operations & Analytics Manager
- Peabody, MA
- Permanent
- Full-time
- Own administration and optimization of our Martech Stack (Marketo/Sense) and Salesforce, including campaign integration, lead flow, field mapping, and routing rules.
- Govern end-to-end lead-to-revenue SLAs with Sales; drive funnel diagnostics through to provider placements.
- Build and optimize nurture workflows and drip campaigns (welcome series, job alerts, re-engagement sequences).
- Maintain and refine lead scoring and routing logic for maximum recruiter efficiency.
- Partner with Recruiting and Sales teams to ensure timely follow-up and closed-loop feedback.
- Implement TCPA compliant SMS sequences for urgent staffing needs.
- Develop and manage dashboards in Salesforce and analytics tools, tracking KPIs such as Cost per Lead (CPL), Customer Acquisition Cost (CAC), conversion rates, and job submission velocity.
- Design multi touch attribution models spanning job boards, paid media, SEO, email, social, and referral channels.
- Execute A/B tests and holdout experiments on landing pages, email, and nurture cadences; quantify impact and provide actionable insights.
- Publish weekly Lead Quality Scorecards highlighting acceptance rates, disqualification trends, and optimization recommendations.
- Monitor database health and funnel performance; proactively identify and resolve friction points.
- Present strategic campaign performance data and actionable insights to Marketing and Executive teams.
- Collaborate on building predictive models including Customer Lifetime Value (CLTV), Recency, Frequency, Monetary (RFM) segmentation to drive retention and high-value provider and facility acquisition.
- Ensure CRM and Marketing Automation Platform (MAP) data integrity across campaigns and platforms.
- Own and standardize UTM taxonomy, tracking parameters, and custom event tagging across all campaigns.
- Maintain HIPAA, TCPA, CCPA, and GDPR compliance, managing consent records and vendor agreements.
- Partner with Data Engineering on reverse ETL implementations (such as Hightouch) to enrich Marketo/Sense and Business Intelligence systems with recruiter insights and provider availability.
- Collaborate with web and development teams to instrument website forms, landing pages, and chat solutions.
- Recommend advanced segmentation, personalization, and testing tools to elevate campaign performance.
- Define and regularly update MQL to SQL criteria alongside Recruiting leadership.
- Conduct training for Recruiters and Marketing teams on dashboards, workflows, and compliance best practices.
- Solicit closed-loop feedback from Recruiters to continually refine scoring models and nurture content.
- 3–5 years in marketing operations, analytics, or demand gen roles.
- Hands-on experience with Semrush, Marketo/Sense, Salesforce (required)
- Hands-on SQL, Python, R skills for attribution analysis and data segmentation.
- Demonstrated experience with GA4, UTM strategy, attribution modeling, and campaign tagging.
- Experience in high-velocity lead generation environments (healthcare, staffing, marketplaces, B2B and B2C).
- Comfortable in a fast-moving, test-and-learn environment. You know how to prioritize for impact.
- Excellent communication and cross functional collaboration abilities; you translate data into actionable insights clearly and effectively.
- MBA or Master’s degree in Marketing, Analytics, or related field.
- Certifications in Google Ads, HubSpot, Sense, or Marketo.
- Experience within healthcare, staffing, or dynamic B2B and B2C acquisition environments.
- Proficiency with visualization tools such as Domo, Tableau, Looker, or PowerBI.
- Familiarity with website personalization and optimization tools (such as Optimizely, Drift).