Sr Director, Global Marketing Automation & Lifecycle Marketing

Role Overview

The Sr Director, Global Marketing Automation & Lifecycle Marketing leads the lifecycle marketing operations and marketing automation function, overseeing strategy, execution, and optimization across multiple platforms including Adobe Marketo Engage, Hub Spot, and Salesforce Pardot. In this role, the Sr. Director is responsible for ensuring that marketing automation drives pipeline growth, supports global campaign execution, and delivers personalized, data‑driven customer experiences  role resides within the global Shared Services team of Global Payments SMB Marketing and reports to the head of Global Marketing Operations.

• Manage a global team of lifecycle marketing automation specialists and development team, enabling campaign execution and attribution across multiple regions and business units.
• Support our global line of business marketing teams with the consolidation and migration across 15 legacy platforms to upgraded marketing automation platforms that connect to multiple CRMs.
• Oversee day‑to‑day operations and long‑term strategy for Marketo, Hub Spot, and Pardot, ensuring consistency, scalability, and system governance and high performance for customer engagement and conversions.
• Maintain global standards for naming conventions, tagging taxonomy, and campaign architecture to support attribution and insights.
• Ensure compliance with privacy regulations (e.g., GDPR, CAN‑SPAM) and internal governance around data use and email communications.
• Prepare and present strategy and performance updates to senior business and marketing leaders.
• Provide Line of Business performance results monthly with optimization next steps.

• Own the SMB dedicated instance of Marketo and the integrations between various systems.
• Lead the development and execution of email and future SMS automation programs, including lifecycle campaigns, transactional emails, and audience re‑engagement initiatives.

• Define and enforce metadata capture at all campaign entry points (UTMs, source IDs, keyword, session attributes).
• Ensure forms, calls, and chats pass consistent metadata into CRM without loss.
• Architect and maintain automated data pipelines (ETL/ELT) to synchronize first‑party product usage data from Snowflake and Amazon Athena with Adobe Marketo Engage.
• Sync enriched datasets and ML scores from runtime environments (such as Athena) back into Marketo to enable real‑time segmentation and campaign triggering.
• Ensure user‑level metadata persists across transitions (web > phone, web > chat, web > scheduled meeting).

• Design and manage a multi‑touch attribution framework to accurately track and report on the customer journey across all touchpoints, including web, telephony, chat, and sales‑assisted meetings.
• Maintain attribution continuity from campaign entry through CRM, opportunity creation, and revenue.
• Enable accurate CAC calculation at the channel, medium, source, response channel, and campaign level.
• Strip PII and automate reporting back to media partners.

• Enable integration between Marketo and data platforms such as Snowflake and Amazon Athena.
• Support ingestion of off‑platform model outputs (lead scoring, conversion likelihood, prioritization flags) into Marketo.

• 10+ years of experience in digital operations for multi‑channel campaigns execution with a track record of driving revenue performance measurement globally.
• 7+ years driving improved customer engagement and revenue through acquisition, retention, and cross‑sell marketing automation programs on Adobe Marketo Engage.
• 7+ years of advanced experience with Adobe Marketo Engage, with a proven track record for performance marketing conversions and attribution, and driving revenue.
• Experience integrating call tracking, chat, and scheduling technologies into campaign workflows.
• Experience working with data platforms such as Snowflake and Amazon Athena.
• Deep platform expertise in Hub Spot, Pardot, and strong understanding of Salesforce CRM.
• 7+ years managing a global team, including offshore…