Senior Marketing Operations Analyst

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.

• 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.

• 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.

• 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.

• 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 optimise tracking, analytics, and attribution, ensuring accurate pixel implementation and cross-tool data validation.

• 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.

• 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…