Director, Marketing Operations

About G2 - The Company

G2 is the world's largest and most trusted software marketplace. When you join G2, you’re joining the industry’s leading team that helps businesses reach their peak potential by powering decisions and strategies with trusted insights from real software users.

Now, we have joined forces with Capterra, SoftwareAdvice, and GetApp to create the largest source of online data and software insights to fuel intelligent buying in the age of AI. With 200M+ combined annual visitors and 6M verified reviews, we are now the centralized place to enable software buyers to make better and faster decisions with confidence.

And we are just getting started! We are setting out to transform the global B2B software industry and become the most trusted data foundation for buyers and sellers of software for the age of AI.

Does that sound exciting to you? Come join us as we try to reach our next PEAK!

About G2 - Our People

At G2, everything we are and what we do is grounded in our PEAK values— (Performance + Entrepreneurship + Authenticity + Kindness. Working at G2 means you are part of a value-driven, growing global community that climbs PEAKs together. We cheer for each other’s successes, learn from our mistakes, and support and lean on one another during challenging times. With ambition and entrepreneurial spirit we push each other to take on challenging work, which will help us all to grow and learn.

You will be part of a global, diverse team of smart, dedicated, and kind individuals - each with unique talents, aspirations, and life experiences. At the heart of our community and culture are our people-led ERGs, which celebrate and highlight the diverse identities of our global team. As an organization, we are intentional about our DEI and philanthropic work (like our G2 Gives program) because it encourages us all to be better people.

About The Role

The Marketing Operations Director will build and scale the systems, data, analytics, and processes that power efficient demand generation and predictable pipeline growth. This leader will modernize the marketing technology stack, establish trusted funnel reporting, improve campaign execution, and partner closely with Demand Generation, Sales, RevOps, and the CMO to increase marketing’s contribution to qualified pipeline and revenue.

In This Role, You Will Lead:

Marketing Analytics, Reporting & Pipeline Measurement

• Own marketing performance reporting across funnel conversion, campaign ROI, pipeline contribution, attribution, and efficiency metrics.

• Establish trusted definitions for MQL, SAL, SQL, pipeline, sourced/influenced revenue, lifecycle stage, and campaign attribution.

• Build executive-ready dashboards and reporting cadences for CMO, Demand Gen, Sales, RevOps, and Finance.

• Analyze funnel performance to identify conversion gaps, lead leakage, routing issues, and campaign optimization opportunities.

• Translate data into actionable recommendations that improve pipeline quality, velocity, and marketing ROI.

MarTech Strategy, Systems & Data Infrastructure

• Own and modernize the marketing technology stack, including marketing automation, CRM integrations, enrichment tools, attribution, intent, ABM, webinar/event, routing, and analytics platforms.

• Audit current systems, integrations, data flows, and governance to identify gaps, redundancies, and scalability risks.

• Partner with RevOps and Biz Systems to ensure Salesforce/CRM, MAP, data warehouse, and GTM systems support clean handoffs and accurate reporting.

• Lead implementation or optimization of tools such as Marketo, HubSpot, Salesforce, 6sense, LeanData, Qualified, Google Analytics, Bizible/attribution tools, and related platforms.

• Evaluate and operationalize AI-enabled capabilities that improve segmentation, personalization, workflow automation, data quality, and reporting.

Demand Generation & Campaign Operations Enablement

• Partner with Demand Generation to design scalable campaign operations processes from intake through launch, QA, measurement, and optimization.

• Improve speed, quality, and consistency of campaign execution across email, nurture, paid, ABM, webinars, events, content syndication, and lifecycle programs.

• Build standardized campaign taxonomy, naming conventions, UTM governance, attribution rules, and QA processes.

• Support nurture strategy, segmentation, scoring, routing, and lifecycle programs that increase conversion from lead to pipeline.

• Ensure demand generation teams have the systems, data, and insights needed to drive efficient pipeline creation.

GTM Alignment, Lead Management & Funnel Governance

• Own marketing’s lead management framework, including scoring, routing, lifecycle stages, SLA tracking, and handoff processes.

• Partner with Sales, SDR, RevOps, and GTM Analytics to align on funnel definitions, operational workflows, and pipeline reporting.

• Improve lead routing accuracy, speed-to-lead, SAL acceptance, and visibility into marketing-generated opportunities.

• Identify and resolve operational issues that create friction between Marketing, SDR, Sales, and Customer teams.

• Support integration of marketing operations with broader GTM data models and revenue processes.

Team Leadership, Operating Rhythm & Stakeholder Management

• Lead, manage, and develop the Marketing Operations team, including analytics, campaign operations, systems, and automation roles.

• Establish clear ownership, documentation, SLAs, and prioritization frameworks for marketing operations requests.

• Build trusted relationships with Marketing, Demand Gen, Sales, RevOps, Finance, Data, and Biz Systems leadership.

• Balance strategic roadmap ownership with hands-on execution when needed.

• Manage vendors, budgets, tool renewals, and resourcing tradeoffs for the marketing operations function.

Minimum Qualifications:

We realize applying for jobs can feel daunting at times. Even if you don’t check all the boxes in the job description, we encourage you to apply anyway. 

• 8+ years of experience in Marketing Operations, Revenue Operations, Marketing Analytics, or GTM Operations, preferably in B2B SaaS

• 3+ years managing people, with experience leading marketing operations, analytics, systems, or campaign operations teams

• Strong analytics foundation with demonstrated ability to measure funnel performance, pipeline contribution, attribution, campaign ROI, and conversion rates

• Deep experience with marketing automation and CRM systems, such as Marketo, HubSpot, Salesforce, or similar

• Proven success modernizing or scaling a martech stack to support demand generation and revenue growth

• Strong understanding of B2B SaaS demand generation motions, including ABM, lifecycle marketing, nurture, paid programs, webinars, field marketing, and SDR handoffs

• Experience defining and improving lead scoring, routing, lifecycle stages, funnel governance, and campaign operations processes

• Ability to partner with senior leaders across Marketing, Sales, RevOps, Finance, Data, and Biz Systems

• Strong project management, prioritization, documentation, and change management skills

• ● THE TRAIL

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