Fractional Marketing Ops Expert

Client: The client is a multi-business-unit organization preparing to significantly scale its marketing investment and acquisition engine over the next year. With plans to increase media spend substantially, leadership has prioritized establishing a strong operational foundation across marketing systems, tracking, and performance measurement to ensure future growth is data-driven and scalable.

The current environment includes a Salesforce-centered revenue stack supported by Marketo for marketing automation and Segment as the data collection and routing layer. They are operating with limited Marketing Operations capacity following a recent departure, creating gaps in system ownership, tracking consistency, access governance, and campaign execution readiness. Before scaling acquisition efforts, the client needs to stabilize data flows, centralize account ownership, and ensure reliable attribution across channels.

Timeline: 3 Months

Level of Support: 60 Hours per month

Start Date: ASAP

Rate: $60/hr

Objectives:

• Stabilize the marketing data and systems foundation by auditing Marketo, Salesforce, and Segment to identify integration issues, data flow gaps, and tracking inconsistencies impacting attribution and reporting.
• Establish reliable tracking and measurement by implementing standardized UTM governance, validating conversion tracking, and ensuring accurate campaign and lifecycle data across acquisition channels.
• Document and clean up the marketing technology architecture, including data flows, integrations, system ownership, and permissions across marketing and paid media platforms.
• Enable early-stage acquisition programs by supporting operational setup for SEM brand defense, non-brand search, retargeting, and Marketo campaign execution.
• Build consistent performance visibility through weekly channel reporting and executive dashboards tied to marketing and pipeline KPIs.
• Create scalable Marketing Operations processes and governance by documenting campaign execution workflows, tracking standards, and system usage to support future growth.