And that's where you come in:
The Marketing Operations Specialist at Instructure plays a crucial role within the Revenue Operations team, executing and optimizing multi-channel marketing campaigns (email, webinars, events, nurtures) using tools like Marketo, Salesforce, Openprise, and Outreach. Success in this role is measured through flawless campaign delivery, process improvements, data cleanliness, and strong cross-functional collaboration with marketers, SDRs, and digital teams. Responsibilities include managing lead flows and scoring, troubleshooting systems, documenting workflows, and enforcing best practices to maximize efficiency. Ideal candidates bring at least two years of B2B SaaS marketing operations experience, excellent organizational skills, and a hands-on approach to enhancing tools and processes.
About the TeamThe Revenue Operations team is the backbone of our go-to-market strategy, ensuring cross-functional alignment across Sales, Marketing, and Customer Success. As a Marketing Operations Specialist, you will be a key contributor focused on campaign execution, operational excellence, and system optimization—supporting a world-class marketing organization across digital, regional, demand gen, and customer marketing initiatives.
What Success Looks LikeThis role will be a crucial member of the Marketing Operations function, with success measured across the following focus areas:
- Campaign Operations Excellence: Efficiently build, QA, and deploy Marketo programs across a variety of campaign types—email, webinar, nurture, events—ensuring accuracy, timeliness, and performance.- Process Discipline & Optimization: Follow and improve existing campaign and lead flow processes. Help document workflows and identify bottlenecks.- Data Quality & System Hygiene: Maintain high data standards through regular audits, field normalization, and campaign attribution support.- Collaboration & Communication: Partner closely with marketers, SDRs, and cross-functional teams to ensure seamless execution and visibility into campaign status and results.- Platform & Tools Stewardship: Learn and optimize tools like Marketo, Salesforce, Openprise, and Outreach to drive scale and efficiency.
About the Role
- Build, test, and deploy programs in Marketo, aligned with campaign briefs and timelines
- Support campaign tracking through proper UTM structure, program channel/tags, and Salesforce campaign setup
- Manage lead processing workflows and maintain routing, scoring, and assignment accuracy in coordination with SDR leadership
- Troubleshoot Marketo and lead flow issues, escalating or resolving as needed
- Enforce campaign and lead management best practices through audits and QA processes
- Partner with Digital Marketing and Web teams on form strategies, ensuring alignment with routing and SDR communications
- Maintain documentation of campaign operations playbooks, workflows, and templates
- Collaborate with Demand Gen, Events, and Content teams to ensure flawless campaign execution
- Stay current on industry trends, platform updates, and seek Marketo Certified Expert (MCE) certification over time
About You
- 2+ years of experience in Marketing Operations or Campaign Execution, preferably in a B2B SaaS environment
- Hands-on experience with Marketo (required), Salesforce (preferred), and Excel/Sheets
- Familiarity with lead lifecycle management, scoring models, and campaign attribution
- Excellent organizational and project management skills with strong attention to detail
- Clear, concise communication style—especially when translating technical requirements to non-technical stakeholders
- Curious mindset with a willingness to dive into tools, systems, and processes to improve them
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