The posting
Director, Marketing Operations
Hanover Research
Arlington, VA/Remote
The Director of Marketing Operations is responsible for maximizing the efficiency and effectiveness of marketing programs through the strategic use of technology, data, and process optimization. This role leads the evaluation and implementation of marketing technologies, oversees marketing automation and CRM integrations, and manages lead processes to improve conversion and pipeline performance. The position is responsible for executing email campaigns, developing and maintaining marketing performance reporting, and delivering insights that inform business decisions. Working closely with Demand Generation, Sales Rev Ops and CRM teams, the Director ensures seamless campaign execution and alignment across the customer journey. The role also leads the marketing operations team providing strategic direction, project management support, coaching, and professional development. You will report to the Chief Marketing Officer in this role.
RESPONSIBILITIES
MARKETING AUTOMATION
- Own end-to-end marketing automation (HubSpot) processes and workflows to support audience segmentation, campaign design/build, lead routing, lead scoring and campaign effectiveness reporting
- Responsible for overseeing, implementing, analyzing and optimizing all automated marketing programs, including email
- Craft audience segmentation strategies to incorporate available demographic and behavioral criteria from multiple sources within the marketing data ecosystem; will support segmentation necessary when ABM is launched
- Uses customer segmentation data to enhance the effectiveness of automation and event-triggered marketing activities through tailored messaging, channel usage, customer targeting, and timing, generating demand and nurturing interest at scale across our customer base
- Develop and optimize communication content and cadence through rigorous A/B testing and experimentation, ultimately driving analysis of results and making recommendations for future testing and rollout of campaigns
- Lead monitoring and optimizing of lead scoring and lead nurturing programs to increase MQL volume and velocity
EMAIL & CAMPAIGN AUTOMATION
- Project manage and execute email marketing campaigns, providing reporting, insights, and suggestions for tactic and channel optimization: Craft email strategy and recommended optimizations Leverage email best practices Monitor and protect ESP reputation Adhere to all email technical specifications impacting deliverability and compliance
- Create and execute email campaigns and automation - creating complex workflows, email tests & sends, database maintenance, copywriting, and data analysis
- Deliver personalized marketing communications to ensure the best experience, driving consideration and conversion
- Ensure quality on-time delivery of our email campaigns and nurtures and delivering strong engagement and results
- Identify opportunities and lead the execution to improve the overall health of the contact database but not limited to email deliverability, preference and subscription management, and compliance
MARKETING TECHNOLOGY
- Maintain existing and implement new marketing technology capabilities to enable Hanover’s marketing lead funnel across multiple platforms
- Integrate marketing technology platforms, manage updates, and provide ongoing maintenance (troubleshooting as needed) to build strategic marketing and sales programs and provide transparency into performance
- Ensure seamless automation, system integrations, data hygiene, integrity of lead and contact lists, and process adherence
- Develop and maintain proper data flow processes, responsible for maintaining HubSpot data and Salesforce Inclusion List (contacts that are pushed to Salesforce).
- Track platform performance against KPIs spotting opportunities to improve conversion paths and increase funnel marketing efficiencies
- Develop marketing technology strategy by studying trends in marketing technology and investigating new platforms on an ongoing basis, and fielding requests from the larger marketing team as key requirements to address. Evaluate marketing performance/impact and make data-driven recommendations on new technology or automation options to consider for optimizing marketing processes, infrastructure, and martech investment to improve marketing activity impact and drive efficiency
- Assess marketing technology portfolio for overlapping technology and sunset and scan for opportunities to drive optimization (such as with AI) and optimize tasks more efficiently
- Manage vendor relationships across all marketing platforms including contract negotiation, service level agreements, and budget planning; to include contractor management as applicable
- Serve as the liaison to the Applications and Salesforce development teams, translating Demand Generation automation and reporting needs into requirements, managing development requests, communicating project status, and overseeing testing and deployment of solutions
REPORTING & ANALYTICS
- Generate regular reporting on effectiveness and key performance indicators (KPIs) to share program impact and key learnings with marketing stakeholders and partners: Monthly inbound leads Lead Gen and Paid efforts Customer Lifecycle Marketing KPI’s & Attribution Content Marketing Email Marketing
- Create and maintain reporting dashboards to provide real-time insights into campaign performance, manage leads, track activity, ensure quality, report on trends, and measure marketing goals across the Martech platforms
- Develop utm campaign strategy to allow for effective and accurate reporting across multiple channels
QUALIFICATIONS
- Highly organized, detail oriented, and analytical, with strong project management skills and the ability to manage multiple priorities and deadlines.
- Strong understanding of B2B marketing strategies, tactics and best practices and be able to connect marketing practice with data flows.
- Collaborative leader who thrives in cross-functional environments and can effectively lead, develop, and coach a high performing team.
- Excellent written, verbal, and presentation communication skills with the ability to influence stakeholders
- Can balance strategic and operational execution with team oversight
- Self-starter with a hands-on, ownership mindset and the ability to execute successfully in a fast-paced environment
- Experience managing external contractors and vendors.
- Experience implementing and managing marketing technology platforms including: Marketing automation platforms (HubSpot preferred w/Admin experience) ABM platforms (6Sense preferred) Online chat and AI SDR programs (Qualified preferred) CRM and CMS integration (Salesforce preferred)
Minimum Education Required A Bachelor’s degree from an accredited institution in marketing, business, computer science, or related fields Minimum Experience 6-9 years of experience in marketing technology, operations, or automation with hands-on experience installing and managing marketing platforms
Location
Arlington, VA or remote. Will need to primarily work EST hours
#Remote #LI-Remote
Benefits
- Competitive base salary and uncapped commission earning potential
- Award-winning training program on markets, research methodologies and sales skills
- Top performers will be eligible for an annual sales incentive trip
- Starting at 18+ days Paid Time Off
- 14 paid holidays including Martin Luther King Jr. Day, Juneteenth, Indigenous People’s Day, and personal holidays
- 401(K) employer matching program
- Comprehensive health and dental benefits package
- Health and wellness packages with discounts to local gym
- Annual company-wide day of service and monthly events partnering with local organizations such as KidPower, Martha’s Kitchen, DC SPCA
- Community service opportunities
- Unlimited snacks and beverages
Compensation
Hanover Research strives to create compensation and benefits programs that are competitive, equitable and fair. The base salary compensation range for this role at the company is $140,000 - $170,000. Plus, this role is also eligible to participate in our variable annual bonus program. This discretionary bonus is based upon both financial performance and individual performance. Please note that the base salary offered is contingent on the candidate’s job-related knowledge, skills, and experience. Our base pay range is determined by the role and the market.
About Hanover Research Founded in 2003, Hanover Research is a global research and analytics firm that delivers market intelligence through a unique, fixed-fee model to more than 1,000 clients. Headquartered in Arlington, Virginia, Hanover employs high-caliber market researchers, analysts, and account executives to provide a service that is revolutionary in its combination of flexibility and affordability. Hanover was named a Top 50 Market Research Firm by the American Marketing Association from 2015 to 2021. To learn more about Hanover Research, visit www.hanoverresearch.com
Hanover Values
- Business Building – We build our business quickly and intelligently and we help our clients do the same
- Thought Leadership and Innovation – We strive constantly to deliver better information in a better way
- Service – To our clients and our community, service is our guiding principle
- Leadership and Mentorship – Our talent is our greatest asset, and we hope to help our people be their best
- Firm Citizenship – We are optimists who believe there are endless possibilities for our company and ourselves
How to Apply
If you are interested in the prospect of working for a dynamic, fast-growing company, we encourage you to submit your resume and any other supporting materials.
Hanover strives to be accessible to all users and job seekers. If you are a qualified individual with a disability and need assistance in accessing our website or completing a job application, please contact Hanover Research at 202-559-0050 or via email [email protected] All information you provide will be kept confidential and will be used only to the extent required to provide needed reasonable accommodation.
Hanover Research provides equal employment opportunities to all employees and applicants for employment without regard to their race, color, creed, religion, national origin, gender, sexual orientation, gender identity or expression, disability, veteran status, age, marital status, familial status, genetic information, or status with regard to public assistance, or membership or activity in a local human rights commission, any other characteristic protected by applicable federal, state, or local law. You can learn more on our Equal Employment Page.
