Marketing Operations Analyst

Valorx•Toronto, KS

4d•CA$40 - CA$50

About The Position

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. 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.”

Requirements

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)
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

Nice To Haves

Marketo Certified Expert (MCE)
Salesforce Administrator

Responsibilities

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?
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
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
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
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
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
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