WHAT DOES A DIRECTOR OF MARKETING OPERATIONS DO?
Updated: Mai 28, 2025 - The Director of Marketing Operations develops and supervises a high-performing team, instilling best practices for pricing, assembly management, and strategic analysis. Manages the pricing team to deliver timely, high-quality quotes and customized solutions, coordinating with Procurement to ensure inventory support for significant opportunities. Leads marketing insights strategy, optimizes marketing and sales integration, and ensures timely delivery of marketing projects.
A Review of Professional Skills and Functions for Director of Marketing Operations
1. Director of Marketing Operations Duties
- Leadership Skills: Lead, coach, develop and supervise subordinates to ensure quality team output.
- Process Improvement Skills: Develop best practices and procedures for pricing, assembly management, analysis and reporting.
- Team Management Skills: Manage the pricing team to provide high-quality and timely price quotes and customized package solutions responsive to customer needs.
- Market Research Skills: Research pricing for all new products and assemblies.
- Product Management Skills: Manage assembly creation for all new products, and maintain the lifecycle of product assemblies.
- Analytical Skills: Perform analyses to support an annual review of pricing and price changes.
- Campaign Analysis Skills: Perform analyses on sales and marketing campaigns to improve profitability.
- Reporting Skills: Work with department heads to understand managerial needs for creating reports in support of sales and marketing strategies and decision-making.
- Supply Chain Coordination Skills: Coordinate with Procurement to ensure inventory availability for all significant opportunities.
- Insight Generation Skills: Offer insights on analytical approaches and actionable recommendations.
- Strategic Marketing Skills: Lead the marketing insights strategy and execute marketing campaigns.
- Interdepartmental Communication Skills: Establish effective communication between the marketing and the sales teams.
- Project Management Skills: Ensure marketing projects are delivered on time.
- Strategic Guidance Skills: Guide the marketing team through strategy and budget cycles.
- Customer Engagement Skills: Create personalized nurture journeys for different buyer personas.
- Testing and Optimization Skills: Implement A/B testing and make reporting comprehensive.
- Commercial Oversight Skills: Commercial oversight and execution of key commercial processes including vendor training, vendor/system management and tracking and communicating metrics.
2. Director of Marketing Operations Details
- Leadership & Strategy Development: Partner with Marketing leadership to translate business objectives into specific marketing goals and processes that empower the cross-functional Integrated Marketing, Growth Marketing, BD/Partner & Creative teams to deliver accelerated growth through increased collaboration, quality, efficiency, and speed.
- Operational Improvement: Collaborate with individual team leaders to identify operational hurdles.
- Process Automation: Automate and simplify processes, controls, and workflows to facilitate on-time, consistent delivery of marketing and partner programs across channels, while also reducing/eliminating inefficiencies.
- Financial Management: Partner with the Finance team to manage and report the Marketing budget, inform marketing investment allocation and find new and improved ways to track, prioritize, and measure ROI.
- Budget Control: Manage Marketing’s operating and overhead budget to minimal variance, including budget forecasting and re-forecasting processes.
- Process Optimization: Partner with Marketing leaders to refine process and reduce forecast vs actual spend variability.
- Compliance Leadership: Serve as the relationship lead with Compliance and Legal.
- Governance Implementation: Create and maintain a centralized governance process to ensure Marketing compliance with all relevant laws and regulations, with minimum burden on the Marketing and Creative teams.
- Data Governance Strategy: Develop and implement a holistic marketing data governance strategy (acquisition, validation, augmentation, and enhancement) and unification plan that can be effectively leveraged across internal systems to drive real-time optimizations and automated decision-making.
- Technology Selection: Lead the evaluation and selection of data suppliers and enhancement technologies, and identify the path to operationalization.
- Team Leadership: Build and lead an Operations team responsible for enabling the implementation and measurement of multi-touch marketing campaigns, ensuring that campaigns are connected and cohesive, while elevating the level of planning and execution for each campaign shipped.
- Systems Management: Directly oversee the technical and executional aspects of key marketing systems, including marketing automation, multi-touch attribution, and future tools.
- Regulatory Collaboration: Commercial accountability for effective medical-legal-review process in collaboration with regulatory partners, commercial contracting, materials management, and fulfillment.
- Talent Management: Attract and retain top talent, coach and develop team to achieve clearly defined goals and expectations, effectively communicate and collaborate across internal cross-functional teams and with joint venture partners to ensure aligned vision and mutually agreed upon accountabilities to achieve exceptional team performance.
- Policy Compliance: Accountable for being fully knowledgeable of all relevant policies and for abiding by these.
3. Director of Marketing Operations Responsibilities
- Team Management Skills: Manage the marketing operations team, as well as various consultants.
- Data Management Skills: Manage relationships with the Salesforce team as well as the analytics team to ensure data flow and integrity between systems.
- Project Oversight Skills: Oversee the creation and implementation of new initiatives based on business needs.
- Interdepartmental Liaison Skills: Be the liaison between marketing and operations departments.
- Performance Analysis Skills: Analyze funnel performance and make performance improvement decisions.
- Process Optimization Skills: Create, analyze, and optimize marketing processes and promote efficiencies.
- Software Management Skills: Own the integration and maintenance of marketing software and infrastructure.
- Collaboration Skills: Partner with the Demand Generation team to drive funnel velocity, improve segmentation capabilities, and targeting.
- Cross-Functional Coordination Skills: Work closely with Business Operations, Data Science, and Sales Operations team to ensure the alignment of marketing & sales on key processes and programs for managing and measuring marketing and sales efforts and programs.
- Benchmarking Skills: Benchmark marketing activities, performance, and investment levels, and develop strategy for ongoing improvement.
- Marketing Optimization Skills: Assess and optimize marketing best practices, maintenance of campaign, program, drip & nurture program metrics.
- Systems Leadership Skills: Lead and improve systems and technology tools that are necessary to driving business results.
- Visionary Planning Skills: Build a vision for a scalable marketing technology stack.
- Global Scaling Skills: Operational perfection in scaling out plans globally.
- Analytics Definition Skills: Define business analytics and work with the team to maintain dashboards and reports to measure all marketing activity.
- Reporting Skills: Develop a set of executive reports that accurately communicate Marketing effectiveness.
4. Director of Marketing Operations Accountabilities
- Funnel Analysis Ownership: Own the top and middle of the funnel metrics and insights as they relate to the sales and marketing growth funnel.
- Performance Standardization: Define and standardize the Demand Gen performance tracking and reporting process.
- ROI Optimization: Monitor and optimize ROAS and CAC payback by Demand Gen channel.
- Data-Driven Reporting Development: Develop data-driven reporting on marketing-sourced/influenced pipeline and AE/BDR-generated pipeline and how it relates to closed business.
- Dashboard Creation: Create real-time dashboards (snapshots) and establish a weekly/monthly/quarterly standardized reporting cadence to understand trends in pipeline growth and movement, and their influence by the top and middle of the funnel activities.
- Strategic Goal Setting: Set marketing goals and KPIs that align with the company's overall strategy, and manage initiatives to achieve these goals.
- Conversion Optimization: Proactively and constantly look for ways to optimize conversions from prospect through opportunity in a B2B enterprise sales motion.
- Data Architecture Focus: Maintain an obsession with data model architecture, normalization, and cleanliness as it relates to the marketing/sales tech stack.
- Customer Journey Analysis: Understand the customer journey and lead flows through systems.
- Market Segmentation Assistance: Assist in industry segmentation efforts to better define target markets, identify the Ideal Customer Profile (ICP), understand the buyer's journey, and determine sales plays.
- Tech Stack Integration: Collaborate with the rest of the revenue operations team to operationalize these audience segments in core marketing/sales tech stacks, such as Salesforce, Pardot, SalesLoft, etc.
- Compensation Strategy Assistance: Assist with compensation plans for the BDR team and variable pay calculations for the marketing organization.
- Tech Stack Management: Own the marketing/sales tech stack in the company.
- Tech Tools Strategic Decisions: Make strategic and well-informed decisions on what tech tools to add to drive productivity and help streamline the growth journey.
- Self-Service Strategy Execution: Help to craft and execute a self-service marketing strategy with stakeholders such as Product Marketing and Demand Generation.
- Data Flow Assurance: Ensure self-service data flow and full visibility between sales and marketing regarding self-serve’s contribution to marketing-sourced pipeline: Product Qualified Leads (PQLs), Marketing Qualified Leads (MQLs), Sales Qualified Leads (SQLs).
- Process Documentation Creation: Create documentation of marketing software processes and infrastructure.
- Marketing Staff Training: Train and support marketing staff.
5. Director of Marketing Operations Functions
- Systems Optimization Skills: Define and optimize Marketing and Sales systems and processes that help PrismHR market and sell more effectively and efficiently across all markets and product lines.
- Training Program Management Skills: Run an Enablement and Training program that ensures Marketing and Sales are continually improving marketing and selling skills.
- Automation Skills: Actively seek out opportunities to automate the marketing and sales technology stack to improve team capability and free up more time for teams to focus on marketing and selling.
- Data Quality Management Skills: Work with Marketing and Sales to ensure maintain great data quality and the ability to derive critical analytic insights. In particular, work closely with the Demand Generation Team to use analytics to improve campaign results.
- Budget Management Skills: Manage the allocation and tracking of the programs budgets that support Marketing and Selling Campaigns.
- Team Leadership Skills: Manage a team of Marketing and Sales Operations professionals.
- Vendor Management Skills: Oversee all marketing technology and vendor relationships including marketing automation platforms, data providers, ad-tech, etc.
- Investment Management Skills: Lead, own and manage evolution for marketing technology investments.
- Change Management Skills: Act as key stakeholder and manage the transition on behalf of Intapp’s marketing team to reimagined and re-platformed firm-wide technology transformation initiative.
- Campaign Governance Skills: Own the Marketing campaign execution and outreach governance approach - developing programs and processes to optimize engagement, and database health/hygiene.
- Analytics Expertise Skills: Act as the central expert offering recommendations, reporting dashboards and processes to enable marketing and inside sales to measure and optimize content, campaign and outreach effectiveness, while also defining own operational metrics, dashboards and SLAs.
- Cross-Functional Collaboration Skills: Work cross-functionally with marketers, company leadership and other operations executives to support Intapp’s growth.
- Market Intelligence Skills: Enrich account intelligence and profiling to support opportunity analysis and tiered marketing campaigns and programs.
- Operational Strategy Skills: Lead an intent-based operations approach and process to support and report on trigger-based opportunistic inside sales campaigns.
- Process Optimization Skills: Manage overall marketing processes and operational best practices including developing a Marketing Operations Playbook and training.
- Process Improvement Skills: Identify possible process improvements and workflows for scale and efficiency.
- Automation and Optimization Skills: Work to automate and optimize the self-service experience within Marketo and Pardot from prospect to customer.