Marketing Operations Analyst

About Valorx

Valorx is redefining how businesses interact with their Salesforce data, delivering enterprise-grade, Excel-like spreadsheet experiences that enable users to drive outcomes from Salesforce not previously possible. Our solutions eliminate friction, streamline data management, and enhance productivity — empowering teams to get more done in less time, without data ever leaving the CRM.

Why This Role Exists

We don’t need someone who knows where the buttons are in Marketo. We need someone who has already solved the hard problems — deduplication nightmares, broken Salesforce syncs, attribution models that actually tell you what’s working, and nurture programs that respond to real buying signals instead of blasting everyone on a timer.
Our stack includes Marketo, Salesforce, Zapier, and a growing set of tools. The person in this role architects how data flows between them, catches problems before they become fires, and uses automation and AI to do what used to take a team of three.
You think in data flows, not just campaign sends. You know the difference between “working in Marketo” and “running Marketo like infrastructure.”

The Real Problems You’ll Solve

This isn’t a generic responsibilities list. These are the actual challenges you’ll own from day one.

1. Multi-Touch Attribution That Actually Works

The CEO asks: “Which channels are driving pipeline?” You don’t just pull a last-touch report and call it a day.

• 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

Your database has 200K records. 15% are duplicates. Some are junk. Some have three versions of the same person across lead and contact objects.

• 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

A lead exists in Marketo, syncs to Salesforce as a Lead, gets converted to a Contact, and somehow there’s now a duplicate Lead and a Contact for the same person. Or worse — the same email exists as a Lead under one account and a Contact under another.

• 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

A user signs up with a walmart.com email. Another signs up with samsclub.com. Another with flipkart.com. All three are Walmart subsidiaries — but your system treats them as three separate companies.

• 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)

Someone visits your pricing page twice in one week. That’s not casual browsing — that’s buying intent. The system should act on it without waiting for a human to notice.

• 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

Your Marketo database is a cost center — you pay per record. A bloated database full of hard bounces, competitors, role-based emails, and leads who haven’t engaged in 18 months is wasting money and hurting deliverability.

• 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

You don’t do manually what can be automated. You actively look for ways to use AI tools, APIs, and workflow automation to eliminate repetitive work.

• 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

Category

What We Expect

Marketo

Smart campaigns, lead scoring with decay, engagement programs, tokens, dynamic content, Munchkin tracking, deliverability, REST API

Salesforce

Lead/Contact/Account objects, campaign management, reports/dashboards, lead conversion, field-level security

Integration

Zapier/Make multi-step automations, REST APIs, webhooks

Enrichment

ZoomInfo, Clearbit, or similar

Analytics

GA4, Google Tag Manager, UTM tracking, funnel analysis

AI Tools

AI-powered enrichment, predictive scoring, content personalization

Collaboration

Slack, Google Workspace, Asana/Monday (or similar)

SEO

Ahrefs (exposure preferred)

Certifications (Preferred): Marketo Certified Expert (MCE), Salesforce Administrator

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

Reports to: Director, Marketing - US