Marketing Automation Specialist

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The Marketing Operations Specialist at Instructure plays a crucial role within the Revenue Operations team, executing and optimizing multi-channel marketing campaigns (email, webinars, events, nurtures) using tools like Marketo, Salesforce, Openprise, and Outreach. Success in this role is measured through flawless campaign delivery, process improvements, data cleanliness, and strong cross-functional collaboration with marketers, SDRs, and digital teams. Responsibilities include managing lead flows and scoring, troubleshooting systems, documenting workflows, and enforcing best practices to maximize efficiency. Ideal candidates bring at least two years of B2B SaaS marketing operations experience, excellent organizational skills, and a hands-on approach to enhancing tools and processes.

• Campaign Operations Excellence: Efficiently build, QA, and deploy Marketo programs across a variety of campaign types—email, webinar, nurture, events—ensuring accuracy, timeliness, and performance.
• Process Discipline & Optimization: Follow and improve existing campaign and lead flow processes. Help document workflows and identify bottlenecks.
• Data Quality & System Hygiene: Maintain high data standards through regular audits, field normalization, and campaign attribution support.
• Collaboration & Communication: Partner closely with marketers, SDRs, and cross-functional teams to ensure seamless execution and visibility into campaign status and results.
• Platform & Tools Stewardship: Learn and optimize tools like Marketo, Salesforce, Openprise, and Outreach to drive scale and efficiency.

• Build, test, and deploy programs in Marketo, aligned with campaign briefs and timelines
• Support campaign tracking through proper UTM structure, program channel/tags, and Salesforce campaign setup
• Manage lead processing workflows and maintain routing, scoring, and assignment accuracy in coordination with SDR leadership
• Troubleshoot Marketo and lead flow issues, escalating or resolving as needed
• Enforce campaign and lead management best practices through audits and QA processes
• Partner with Digital Marketing and Web teams on form strategies, ensuring alignment with routing and SDR communications
• Maintain documentation of campaign operations playbooks, workflows, and templates
• Collaborate with Demand Gen, Events, and Content teams to ensure flawless campaign execution
• Stay current on industry trends, platform updates, and seek Marketo Certified Expert (MCE) certification over time

• 2+ years of experience in Marketing Operations or Campaign Execution, preferably in a B2B SaaS environment
• Hands-on experience with Marketo (required), Salesforce (preferred), and Excel/Sheets
• Familiarity with lead lifecycle management, scoring models, and campaign attribution
• Excellent organizational and project management skills with strong attention to detail
• Clear, concise communication style—especially when translating technical requirements to non-technical stakeholders
• Curious mindset with a willingness to dive into tools, systems, and processes to improve them

We believe in hiring great people and treating them right. The more diverse we are, the better our ideas and outcomes.

Instructure is an Equal Opportunity Employer. We comply with applicable employment and anti-discrimination laws in every country where we operate.

All employees must pass a background check as part of the hiring process. To help protect our teams and systems, we’ve implemented identity verification measures. Candidates may be asked to verify their legal name, current physical location, and provide a valid contact number and residential address, in accordance with local data privacy laws.

Any attempt to misrepresent personal or professional information will result in disqualification.

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