Senior Manager, Marketing Operations

About Karbon

Karbon is the global leader in AI‑powered practice management software for accounting firms. We provide an award‑winning cloud platform that helps tens of thousands of accounting professionals work more efficiently and collaboratively every day. With customers in 40 countries, we have grown into a globally distributed team across the US, Australia, New Zealand, Canada, the United Kingdom, and the Philippines. We are well‑funded, ranked #1 on G2, growing rapidly, and have a people‑first culture that is recognized with Great Place to Work® certification and on Fortune magazine's Best Small Workplaces™ List.

• Own and operate Karbon’s marketing automation platform, including campaign execution infrastructure, lead scoring, nurture workflows, email deliverability, and compliance protocols. Our current platform is Pardot, but we expect this function to evolve, so we value deep marketing automation expertise over any single tool
• Build and maintain a leak‑proof lead generation system from first touch through sales handoff, with speed‑to‑lead SLAs measured in minutes. Every inbound and outbound lead must be captured, enriched, scored, and routed without manual bottlenecks
• Own webinar operations end to end: the integration between webinar platforms, marketing automation, Salesforce, and the website. Registrations, attendance, and engagement signals must flow across systems without gaps so that every webinar lead is captured, scored, routed, and reported on
• Partner with the events team to own event lead capture operations, ensuring real‑time sync into Salesforce and marketing automation. Define the data standards, field mappings, and follow‑up workflows that give event leads the same operational rigor as any other inbound channel
• Architect and enforce the MQL framework end to end: definitions, lifecycle stages, conversion criteria, and the measurement infrastructure to track funnel velocity at every stage

• Own the marketing operations technology ecosystem, including marketing automation, conversational marketing and lead capture (Qualified), attribution tooling, and supporting integrations. This does not include website hosting or CMS, but does include any marketing technology that requires web team coordination
• Build and maintain cross‑platform automations that connect systems, eliminate manual handoffs, and accelerate workflows across the marketing stack. Identify repeatable processes that can be automated or augmented with AI to increase throughput and reduce human error
• Evaluate, implement, and rationalize marketing operations tools, identifying redundancies and integration gaps. Actively identify where AI can be applied across the stack to improve speed, accuracy, and scalability. The expectation is not just to maintain the tools we have, but to continuously enable the marketing organization through smarter technology
• Partner with the Salesforce administration team to ensure seamless data flow between marketing and sales systems, including campaign sync, lead/contact routing, and attribution field architecture

• Own and operationalize the marketing attribution framework that enables leadership to confidently prioritize spend across channels. This includes designing and maintaining first‑touch, last‑touch, and multi‑touch attribution models that connect marketing investment to pipeline and revenue
• Build and enforce UTM parameter governance, campaign tracking taxonomy, and source/medium field architecture across all lead capture surfaces. Attribution data must be systematic and trustworthy, not dependent on manual research
• Deliver reporting that gives marketing and GTM leadership clear visibility into channel performance, campaign ROI, and funnel conversion by source. Partner with Revenue Operations on unified reporting frameworks that reconcile sourced‑by and influenced‑by attribution into a coherent model

• Be the connective tissue between demand generation, the Salesforce team, the web team, strategic marketing, and Revenue…