Marketing Operations Manager
Compensation: $115,000–$140,000 base salary, depending on experience
Employment Type: Full-time
Position Overview
We are seeking a highly technical, data-driven Marketing Operations Manager to manage the systems, integrations, data flows, and operational processes that support a high-volume lead generation organization.
This is not a traditional brand marketing or campaign management position. The ideal candidate understands digital marketing and lead generation, but is most comfortable working at the intersection of marketing, technology, CRM administration, data integrity, call-center operations, and performance reporting.
This individual will be responsible for ensuring that leads generated through paid media, affiliate and pay-per-lead partners, websites, phone calls, events, and other channels are accurately captured, attributed, routed, tracked, and reported throughout the customer journey.
The right candidate will have experience in a lead generation-heavy, direct-to-consumer environment and working knowledge of platforms such as Salesforce, Zapier, and Five9.
Key Responsibilities
Lead Management and Systems Operations
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Own and oversee the end-to-end flow of leads from initial source through CRM creation, routing, contact, appointment, sale, and revenue attribution.
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Ensure leads from websites, landing pages, paid advertising platforms, affiliate partners, pay-per-lead vendors, call-tracking systems, and other sources are passed into Salesforce accurately and promptly.
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Monitor lead integrations and identify failed, delayed, duplicated, incomplete, or incorrectly routed leads.
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Develop and maintain lead-routing rules based on geography, business unit, service type, lead source, operating hours, agent availability, and other business requirements.
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Partner with marketing, sales, call-center, IT, and external vendors to troubleshoot lead-delivery and system-integration issues.
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Build monitoring and alerting processes that identify lead-flow problems before they materially affect business performance.
Salesforce and CRM Operations
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Support the administration and optimization of Salesforce as it relates to marketing, lead management, attribution, routing, and reporting.
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Define and maintain lead-source, campaign, vendor, channel, and sub-source fields.
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Manage field mappings, workflow requirements, validation rules, lead statuses, campaign structures, and data-quality standards.
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Translate marketing and operational requirements into clear specifications for Salesforce administrators, developers, and outside technology partners.
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Test new workflows, integrations, routing rules, and system releases before deployment.
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Document CRM processes, field definitions, system dependencies, and business rules.
Marketing Technology and Integrations
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Build, manage, and troubleshoot automations using Zapier and similar integration platforms.
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Understand how APIs, webhooks, form submissions, call-tracking systems, middleware, and data imports transfer information between platforms.
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Evaluate existing integrations and recommend opportunities to reduce manual work, improve accuracy, and increase system reliability.
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Manage connections among Salesforce, Five9, websites, lead vendors, advertising platforms, reporting environments, and other marketing technologies.
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Support the implementation and onboarding of new lead sources, marketing platforms, call-center tools, and technology vendors.
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Serve as the primary operational liaison between Marketing and technical resources.
Five9 and Call-Center Operations
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Support the integration and operational alignment of Five9 with Salesforce and other lead-management systems.
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Help ensure that inbound leads and calls are routed to the appropriate agents, teams, queues, and business units.
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Assist with campaign setup, disposition mapping, lead prioritization, call outcomes, and reporting requirements.
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Investigate discrepancies among call volume, lead volume, contact rates, appointments, and CRM records.
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Partner with call-center leadership to improve speed-to-lead, contact rates, appointment conversion, and agent visibility into lead information.
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Ensure call outcomes and dispositions are passed back into Salesforce accurately.
Lead-Source Attribution and Data Integrity
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Establish and maintain consistent attribution standards across digital advertising, affiliate and pay-per-lead vendors, web forms, inbound calls, events, referrals, and offline sources.
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Ensure that original lead source, current source, vendor, campaign, location, and other critical attribution fields are accurately captured and preserved.
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Manage UTM structures, tracking parameters, click identifiers, call-tracking values, vendor IDs, and campaign naming conventions.
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Reconcile discrepancies among advertising platforms, vendor reports, call-tracking systems, Salesforce, Five9, and business-intelligence reporting.
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Identify attribution gaps, overwritten values, duplicate records, inconsistent naming conventions, and incomplete data.
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Develop and enforce data-governance standards for marketing and lead-management information.
Reporting and Performance Analysis
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Develop and maintain reporting that tracks the complete lead funnel, including:
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Lead volume
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Cost per lead
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Speed-to-lead
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Contact rate
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Appointment rate
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Cancellation and no-show rate
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Close rate
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Cost per appointment
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Customer acquisition cost
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Revenue and return on marketing investment
- Analyze lead performance by source, vendor, campaign, channel, market, location, business unit, and sales team.
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Identify unusual changes in volume, conversion rates, lead quality, routing, or attribution and determine their underlying cause.
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Work with business-intelligence resources to define reporting logic and ensure dashboards reflect accurate and consistent data.
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Provide actionable findings to marketing and operational leadership.
Process Development and Documentation
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Create and maintain documentation for lead sources, integrations, routing logic, field mappings, workflows, data definitions, and reporting methodologies.
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Establish quality-assurance procedures for launching new campaigns, lead vendors, forms, phone numbers, integrations, and business locations.
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Maintain a centralized inventory of marketing technologies, vendors, integrations, system owners, and data dependencies.
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Develop repeatable processes for investigating lead-delivery, attribution, routing, and reporting problems.
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Recommend operational improvements that increase efficiency, accuracy, scalability, and visibility.
Required Qualifications
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4+ years of experience in marketing operations, marketing technology, revenue operations, CRM operations, business systems, lead management, or a closely related field.
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Experience in a high-volume, lead generation-focused business.
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Experience supporting a direct-to-consumer, home services, financial services, healthcare, insurance, automotive, education, or other appointment-driven sales environment is strongly preferred.
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Working knowledge of Salesforce, including leads, campaigns, fields, statuses, workflows, reports, dashboards, and data-quality management.
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Hands-on experience building or maintaining workflows and integrations using Zapier.
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Working knowledge of Five9 or a comparable cloud contact-center platform.
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Strong understanding of lead capture, lead distribution, lead routing, source attribution, CRM handoffs, and funnel reporting.
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Experience working with APIs, webhooks, form integrations, field mappings, data imports, or middleware platforms.
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Ability to troubleshoot problems across multiple systems and identify where data or process failures are occurring.
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Strong analytical skills and advanced proficiency with Excel or Google Sheets.
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Experience working with business-intelligence platforms such as Power BI, Tableau, Looker, or a similar reporting environment.
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Strong attention to detail and commitment to data accuracy.
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Ability to translate business requirements into clear technical and operational specifications.
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Strong communication skills and the ability to work effectively with marketers, developers, CRM administrators, call-center leaders, agencies, and executive stakeholders.
Preferred Qualifications
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Experience with paid search, Google Local Services Ads, Meta advertising, affiliate marketing, pay-per-lead vendors, call tracking, and web-form lead generation.
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Experience in home services or another business where inbound leads are converted into appointments by a centralized call center.
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Experience integrating Salesforce and Five9.
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Salesforce Administrator, Salesforce Business Analyst, or related certification.
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Experience with call-tracking platforms such as CallRail, Invoca, Marchex, or similar systems.
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Familiarity with SQL, relational databases, data warehouses, ETL tools, or data-transformation processes.
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Experience with Google Tag Manager, Google Analytics, UTMs, GCLIDs, offline conversion imports, and digital attribution.
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Familiarity with AI-enabled automation and development tools.
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Experience operating across multiple locations, brands, business units, or geographic markets.
Education
Bachelor’s degree in Management Information Systems, Business Information Technology, Computer Information Systems, Business Analytics, Marketing Analytics, Data Analytics, Marketing, or a related field is preferred.
Equivalent hands-on experience managing marketing systems, CRM processes, lead integrations, and attribution will also be strongly considered.
Attributes of the Ideal Candidate
The ideal candidate:
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Understands how digital marketing generates leads but does not need to personally manage advertising campaigns.
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Enjoys solving complex problems involving systems, data, integrations, and business processes.
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Is naturally skeptical of reports until the underlying data and definitions have been validated.
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Can investigate why five different platforms report five different lead totals.
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Understands both the technical path of a lead and the operational process followed by the call center and sales organization.
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Can communicate comfortably with a CMO, Salesforce administrator, software developer, call-center manager, media agency, and lead vendor.
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Takes ownership of problems and follows them across platforms until the root cause is identified and corrected.
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Is comfortable working in a fast-moving environment where lead volume, response time, attribution accuracy, and system reliability have a direct impact on revenue.
Measures of Success
Success in this role will be measured by:
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Increased accuracy and consistency of lead-source attribution.
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Reduction in missing, delayed, duplicated, and incorrectly routed leads.
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Improved visibility into marketing performance from initial lead through revenue.
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Faster identification and resolution of integration and data-quality problems.
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Improved speed-to-lead, contact rates, and appointment conversion.
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Greater consistency among Salesforce, Five9, vendor, advertising, and BI reporting.
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Improved documentation and scalability of marketing technology and lead-management processes.
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Increased confidence among leadership in the accuracy of marketing and operational reporting.
