About the Position
As the Marketing Operations Analyst at WatchGuard, you will play a critical role in ensuring that the leads generated from our global marketing activities are clean, enriched, and ready to drive action. This role sits at the heart of our marketing and sales engine — owning the end-to-end process of getting the right leads to the right people, at the right time.
You will be responsible for managing the intake, cleansing, enrichment, and routing of leads generated from events, campaigns, content syndication, webinars, and other marketing activities. You'll leverage AI-powered tools and automated processes to improve data quality before leads are loaded into Marketo and Salesforce, and you'll work closely with demand generation, sales operations, and field marketing teams to ensure that every lead is handled consistently and efficiently.
This role reports to the Director of Marketing Operations and is part of the broader Revenue Marketing team — a cross-functional, tightly aligned organization that includes demand generation, sales enablement, and digital environments. You'll have a direct impact on the quality and speed of WatchGuard's marketing funnel from day one.
A Day in the Life
Your day will center around making sure no lead gets lost, mis-routed, or loaded into our systems with bad data. You might start your morning reviewing a list of event leads from a field marketing show, running them through AI enrichment tools to fill in missing fields, standardize formatting, and flag duplicates before uploading to Marketo. Your afternoon might be spent auditing a recent content syndication import, troubleshooting a mis-routed lead in SFDC, or supporting a demand generation teammate with a Marketo list request.
You'll be in regular communication with field marketing managers, demand generation specialists, and sales operations to understand upcoming events and campaigns so you can plan lead processing timelines in advance. You'll track and report on the timeliness of your uploads and the quality of the data you're delivering, and you'll bring a continuous improvement mindset to identifying gaps and building better processes over time.
Within One Month, You Will…
- Learn WatchGuard's lead management workflow — from source capture through Marketo and into Salesforce
- Audit current lead upload processes and understand existing data standards and routing rules
- Get hands-on with the AI and enrichment tools used to clean and normalize incoming lead data
Within Three Months, You Will…
- Fully own the lead intake and processing workflow for events and marketing activities
- Establish clear SLAs for lead upload timeliness and data quality scoring
- Begin identifying opportunities to improve or automate steps in the current process
Within Six Months, You Will…
- Have a documented, repeatable lead processing playbook in place across all major lead sources
- Report regularly to marketing operations and demand generation leadership on upload timeliness and data quality performance
- Drive measurable improvement in data hygiene metrics and lead-to-contact conversion rates in Salesforce
Responsibilities
- Lead Processing & Enrichment — Manage the intake of raw lead lists from events, webinars, content syndication, and other marketing activities. Use AI-powered tools and enrichment platforms to cleanse, normalize, and fill gaps in lead data before loading into Marketo and Salesforce.
- Data Quality Management — Apply and enforce data standards across all incoming lead sources, including field formatting, deduplication, persona tagging, and required field completion. Maintain ongoing visibility into data quality metrics and flag systemic issues.
- Lead Routing & Assignment — Ensure that all processed leads are routed to the correct queues, owners, and sales reps in Salesforce according to established assignment rules. Proactively troubleshoot and resolve routing errors or misassignments.
- Marketo Support — Assist demand generation and campaign teams with Marketo requests including list uploads, program setup support, smart list creation, and data segmentation as needed.
- SLA & Performance Reporting — Track and report on lead upload timeliness and data quality benchmarks. Provide regular updates to marketing operations leadership on performance against defined SLAs.
- Process Documentation & Improvement — Document lead handling procedures and identify opportunities to streamline or automate steps using AI tools and workflow automation. Proactively raise process gaps and contribute to solutions.
- Cross-Functional Coordination — Work closely with field marketing, demand generation, and sales operations to anticipate upcoming lead volumes, align on processing timelines, and communicate status updates on lead delivery.
Skills and Qualifications
- 1–3 years of experience in marketing operations, sales operations, or a data-focused marketing role
- Experience with Marketo or a similar marketing automation platform
- Experience with CRM systems, Salesforce preferred
- Comfort working with data — list management, deduplication, field standardization, and data enrichment
- Curiosity about and experience with AI tools for data processing, enrichment, or workflow automation
- Strong attention to detail and a low tolerance for bad data
- Ability to manage multiple requests simultaneously and prioritize based on urgency and SLA
- Strong written and verbal communication skills
- Bachelor's degree or equivalent work experience