Marketing Operations Manager (LATAM)

About Valorx

Why This Role Exists

The Real Problems You’ll Solve

1. Multi-Touch Attribution That Actually Works

• Design and implement a multi-touch attribution model (W-shaped, linear, or custom) across Marketo and Salesforce
• Map every touchpoint — first touch, lead creation, opportunity creation, closed-won — to the correct Salesforce campaign and Marketo program
• Build reporting that shows marketing’s true pipeline contribution, not just MQL counts
• Handle the messy reality: a lead who attended a webinar, clicked three emails, visited the pricing page, and then their boss (a different contact) signed the deal — who gets credit?

2. Duplicate & Data Quality Management

• Build automated deduplication workflows — identify duplicates by email domain, company name normalization, and fuzzy matching
• Create merge rules that preserve the most complete record (latest activity, most fields populated, correct lifecycle stage)
• Set up ongoing data hygiene campaigns: standardize job titles, normalize country/state fields, flag incomplete records, purge unmarketable leads on a schedule
• Implement validation rules at the point of entry (forms, API imports, list uploads) so garbage doesn’t get in to begin with

3. The One-Marketo-Record-Creates-Multiple-SFDC-Records Problem

• Diagnose and fix Marketo-to-Salesforce sync issues: duplicate SFDC records, orphaned leads, contacts stuck in the wrong account
• Build preventive sync logic — custom fields, sync filters, and flow steps that check “does this person already exist in SFDC as a Contact?” before creating a new Lead
• Work with Sales Ops to establish lead-to-contact conversion rules that don’t break the Marketo sync
• Monitor the Marketo sync error log daily and resolve field-level security issues, validation rule conflicts, and sync queue backlogs

4. Account Hierarchy & Domain Consolidation

• Build and maintain a domain-to-parent-account mapping system so subsidiary and acquired-company leads roll up to the correct parent account
• Implement automated workflows that detect known subsidiary domains at the point of lead creation and associate them with the parent account in Salesforce
• Handle edge cases: personal email domains (gmail, yahoo), recently acquired companies whose domains haven’t been mapped yet, joint ventures
• Use enrichment tools (ZoomInfo, Clearbit) and AI-assisted matching to keep the domain mapping current as companies acquire, merge, or rebrand

5. Intent-Based Smart Campaigns (Pricing Page → Outreach → Nurture)

• Build trigger-based smart campaigns that detect high-intent behaviors: repeated pricing page visits, competitor comparison page views, ROI calculator usage, multiple case study downloads
• Automatically identify the visitor (via Munchkin tracking, form fill history, or enrichment), score them, and route a real-time alert to the assigned SDR with context
• Enroll the lead into the appropriate nurture stream based on their behavior — not a generic drip, but a targeted sequence (e.g., pricing-page visitors get ROI-focused content, not top-of-funnel awareness emails)
• Set up engagement program transitions: if a lead in a nurture stream hits a scoring threshold or takes a high-intent action, automatically move them to a sales-ready sequence and notify the rep

6. Record Purge & Database Governance

• Design and run systematic record purge campaigns: remove hard bounces, invalid emails, role-based addresses (info@, support@), known competitors, and long-term unengaged leads
• Build a “sunset” workflow — leads with no engagement in 90 days get a re-engagement campaign; if no response after 30 more days, they’re marked unmarketable and purged
• Create proactive data quality campaigns that run on schedule: flag records missing critical fields, identify leads stuck in lifecycle stages, detect email domains that suddenly start bouncing
• Maintain a record retention policy aligned with compliance (GDPR, CAN-SPAM, CASL) and document the criteria for purging vs. archiving

7. AI & Automation-Driven Efficiency

• Use AI-powered tools for lead enrichment, predictive scoring, and content personalization at scale
• Build Zapier/Make automations for cross-platform workflows: webinar registration → CRM update → Slack notification → nurture enrollment
• Automate campaign QA: pre-send checklists, broken link detection, deliverability scoring
• Leverage Marketo’s API for bulk operations, custom integrations, and data transformations that the UI can’t handle efficiently

Tools & Skills

Behavioral Skills (Non-Negotiable)

• Ownership: You treat the marketing stack like your product — if sync breaks at 6pm, you don’t wait until Monday
• Problem-solving over ticket-filing: Your first instinct when something breaks is to diagnose it yourself, not open a support ticket
• Attention to detail: Naming conventions, data quality, and process adherence matter to you
• Proactiveness: You flag problems before they become fires — you notice the bounce rate creeping up before deliverability tanks
• Clear communication: You can explain a Salesforce sync issue to a non-technical stakeholder without jargon
• Adaptability: You’re comfortable with shifting priorities in a fast-moving company