Director, Marketing Operations

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.

MARKETING AUTOMATION Own end-to-end marketing automation (Hub Spot) 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 Hub Spot data and Salesforce Inclusion List (contacts that…