Marketing Automation Specialist at Backbase

The job in short

As a Marketing Automation Specialist, you will play a key role in optimizing our marketing processes through the strategic use of marketing technology. You’ll take ownership of the Marketo Engage CRM platform, ensuring it is fully leveraged to drive marketing operational excellence. Acting as the vital link between our marketing strategy and the implementation of solutions, you'll facilitate seamless execution.

You’ll join our dynamic, diverse, and highly skilled global Marketing & Sales Operations team, bringing your expertise in Marketo Engage and Salesforce. While this role is part of the Marketing & Sales Operations team, it requires working closely with external marketing automation agency, field marketing teams and digital marketers across all global regions to troubleshoot issues and address their needs.

Meet the job

• Your primary responsibilities will involve optimizing marketing processes and automations, translating campaigns, lead nurturing, and demand generation concepts into comprehensive automated workflows;

• As the Marketo Engage lead, you'll closely collaborate with your counterparts in sales operations who manage Salesforce, working to bridge the gap between marketing and sales. Your focus will be on ensuring alignment in how we capture, store, and utilize lead, account, and opportunity data to drive business success;

• Supporting critical marketing operations initiatives in Marketo and Salesforce, including troubleshooting, lead lifecycle management, lead scoring, lead nurturing, tracking, segmentation, and targeting;

• Maintaining Marketo Engage hygiene by managing marketing programs, smart campaigns, smart lists, templates and more;

• Overseeing and prioritizing Marketo-related tasks for external execution by the agency;

• Managing marketing automation efforts and processes by proactively researching and implementing the latest best practices, strategies, and industry standards;

• Working with existing marketing tools to ensure efficient campaign delivery, improved data streams and workflows automation;

• Acting as the go-to expert for standardizing and simplifying marketing campaign execution, performance tracking, and post-analysis;

• Driving marketing intelligence through data cleanliness, data reliability, and data visualization solutions;

• Translating marketing performance analytics into actionable insights to optimize customer journey.

How about you

• Bachelor's or Master's degree in a marketing-related field (e.g., Marketing, Business Administration, Information Technology);

• Minimum of 3+ years of experience in Marketo marketing automation;

• Proven track record in developing and executing marketing process automation;

• Knowledge of database management and dashboards building (e.g., Looker, Tableau, PowerBI);

• Understanding of lead data processing and GDPR regulations;

• Experience in web analytics (GA4) and UTM tracking;

• Preferably experienced with platforms like 6sense, Lusha, or similar alternatives;

• Experience in SaaS, banking, financial services, or fintech is a plus, but not mandatory;

• Highly organized and self-motivated with a strong sense of urgency;

• Ability to think critically and implement solutions independently;

• Exceptional attention to detail.