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Senior Marketing Operations Analyst
Senior Marketing Operations AnalystEmployment Hero • Baltimore, MD, US
Senior Marketing Operations Analyst

Senior Marketing Operations Analyst

Employment Hero • Baltimore, MD, US
[job_card.30_days_ago]
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  • [job_card.full_time]
[job_card.job_description]

Inbound Funnel ANZ Manager

Employment Hero is on a mission to make employment easier and more valuable for everyone. Our Employment Operating System brings hiring, HR, payroll, and benefits into an all-in-one solution.

Since our inception in 2014, we've scaled to a $2 billion valuation and gained a presence in 6 countries globally - Australia, New Zealand, Singapore, Malaysia, the UK, and Canada. We now service over 300,000 businesses and more than 2 million employees.

At Employment Hero, we're proud of our unique DNA, which we call The EH Way.

  • We are Mission First - everything we do (from what we work on, to how we allocate capital and where we focus) is driven by our Mission
  • We are Remote First - we champion a remote environment with a preference for asynchronous communication and a high degree of autonomy
  • We are AI First - we are committed to using AI to accelerate our mission; AI is not just a tool, it's a fundamental part of how we operate, innovate, and scale
  • We are Apolitical - we do not take a position on political or social topics, unless it relates to our Mission
  • We Live by Our Values - we role model our values 100% of the time
  • We Expect High Performance - we set a high standard and we're not satisfied with being average

As the Inbound Funnel ANZ Manager within our Marketing Operations team, you will be a pivotal senior stakeholder responsible for optimizing the inbound marketing funnel across Australia and New Zealand (ANZ). This role focuses on ensuring accurate lifecycle stage transitions, owning Marketing Qualified Lead (MQL) definition and operations, driving customer upsell processes, and overseeing comprehensive funnel monitoring. You will leverage a sophisticated martech stack, primarily operations within Marketo, with a strong emphasis on Salesforce integrations. Collaborating with marketing, sales, revenue operations, and data teams, you will ensure data-driven strategies that enhance lead quality, conversion rates, and revenue growth in the region.

The role will involve :

  • Lifecycle Stage Transitions Management :
  • Design and implement processes for seamless lifecycle stage transitions (e.g., lead to MQL opportunity, customer) 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 behaviours.
  • Monitor and validate transition accuracy with analytics platforms, identifying bottlenecks and optimizing conversion rates through A / B testing and data-driven insights.
  • MQL Definition and Operations Ownership :
  • Define and refine MQL criteria for the ANZ region, incorporating local market trends, regulatory requirements (e.g., Australian Privacy Act), and buyer personas.
  • Operationalise MQL processes by integrating lead scoring in Marketo, data enrichment via Hightouch, and qualification through Qualified, ensuring high-quality lead handoffs to sales.
  • Regularly audit MQL definitions, train cross-functional teams on standards, and document processes to maintain consistency and scalability.
  • Customer Upsell Processes :
  • 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.
  • Implement and validate automated upsell workflows, tracking performance metrics (e.g., retention rate, revenue uplift) to optimize processes.
  • Overall Funnel Monitoring and Optimisation :
  • Develop and maintain real-time dashboards in Salesforce and tools like Tableau or Snowflake (if applicable) to track funnel metrics such as lead volume, conversion rates, velocity, and ROI across ANZ inbound channels (e.g., SEO, content marketing, webinars).
  • Analyse funnel performance to provide actionable insights, forecast pipeline, and report regional trends to senior leadership, aligning with business goals.
  • Work with the Growth and web development teams to optimize tracking, analytics, and attribution, ensuring accurate pixel implementation and cross-tool data validation.
  • Martech Stack Integration and Optimisation :
  • Lead the integration, data management, and validation of the martech stack (Braze, Appcues, Marketo, Hightouch, Outreach, Qualified) to support inbound funnel operations.
  • Ensure robust Salesforce configurations, leveraging custom objects and API integrations to align with ABM strategies and regional requirements.
  • Partner with Revenue Operations and Data teams to build scalable data pipelines and maintain data integrity, adhering to compliance standards like GDPR and the Australian Privacy Act.
  • Stakeholder Collaboration and Training :
  • Act as a trusted advisor to marketing, sales, and customer success teams, scoping requirements for martech solutions and ensuring alignment with ANZ business outcomes.
  • Train stakeholders on new processes, Salesforce customisations, and martech tool usage, fostering adoption and operational efficiency.
  • Document processes and propose improvements to enhance martech stack scalability and integration health.

    • To thrive at Employment Hero, you'll need to embody The EH Way - operating with focus, agility, and an obsession with impact. For this role, you'll also bring :

  • Bachelor's degree in Marketing, Business, or a related field; advanced certifications in marketing automation (e.g., Marketo) 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.
  • Excellent analytical skills, with proficiency in building reports, dashboards, and ensuring data quality using tools like Salesforce Reporting, Tableau, SQL.
  • Strong project management and communication skills, with the ability to collaborate cross-functionally and drive complex martech initiatives.

    • Advantageous skills :

  • Experience in high-growth tech or SaaS companies with a focus on regional marketing in ANZ.
  • Experience with AI Automation / Agentic workflows highly desirable.
  • Knowledge of performance and growth marketing operations highly desirable.

    • At Employment Hero, we don't just talk about a better way to work - we live it. Joining Employment Hero means :

  • You will work remotely, with the flexibility to own your time and impact.
  • You will access cutting-edge tools to amplify your work, knowledge, and outputs.
  • You'll surround yourself with ambitious, outcome-driven colleagues who challenge you to do the best work of your life.
  • You'll own ESOP (employee share options) in one of the world's fastest-growing tech companies.
  • You'll also have access to a wide range of benefits that includes - a very generous parental leave policy, subsidised egg freezing (so you can make the choice that's right for you, on your terms), a WFH office expense budget, and outstanding learning & development opportunities.

    • Employment Hero celebrates diverse perspectives and experiences, we invite people of all backgrounds and identities to apply for this position.

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