Marketing Automation & Campaign Operations Manager

OneSpan is seeking a Marketing Automation & Campaign Operations Manager to build and operate the automation and campaign infrastructure that allows OneSpan Marketing to execute sophisticated, measurable, and increasingly personalized programs globally with greater speed, quality, and scale. You will own global campaign delivery and the health and evolution of our Marketo Engage instance across our Digital Agreements and Security businesses, manage campaigns from intake through launch, own platform quality and governance, and build the repeatable processes and automations that make this possible.

This is a hands-on role with growing strategic scope. You will partner with Demand Generation, Field Marketing, Product Marketing, Creative Services, Sales Enablement, Analytics, GTM Systems, Web Operations, and IT. You will contribute to quarterly planning, assess capacity and readiness, and bring data-backed recommendations on priorities and investments. The Director of Marketing Operations sets the overall roadmap and prioritization framework; you help shape both and own delivery against them.

This role is a strong fit for an experienced Marketo practitioner who has led campaign operations and is ready to own a global platform, expand their cross-functional influence, and drive AI and automation work.

Key Responsibilities:

Planning and prioritization

• Contribute to quarterly planning with Demand Generation, Field Marketing, and Product Marketing; assess operational capacity, dependencies, and readiness for planned campaigns and launches, and flag risks early.
• Analyze campaign and operational performance to identify trends, gaps, and bottlenecks, and turn findings into practical recommendations for the Director and Marketing leadership.

Marketo administration and platform quality

• Own the day-to-day health of the Marketo Engage instance, including users, roles, permissions, integrations, and processing performance; troubleshoot issues with the appropriate technical owners.
• Maintain and improve global program templates, tokens, folder structure, engagement programs, nurture streams, triggered and batch smart campaigns, dynamic content, and segmentations. Use Velocity scripting and webhooks where appropriate.
• Lead execution of prioritized instance audit and remediation work, including asset retirement, smart campaign cleanup, and technical debt reduction, and recommend architecture improvements that reduce build time and errors.
• Monitor email deliverability, bounce trends, and communication limits; partner with IT on domain authentication (SPF, DKIM, DMARC) and mailbox provider requirements, and escalate issues promptly.

Campaign planning and delivery

• Own campaign intake, workback schedules, and delivery for webinars, events, email, nurture, product launches, and customer communications. Estimate effort and dependencies, manage stakeholder expectations, and escalate capacity or priority conflicts early.
• Build and launch Marketo programs, emails, landing pages, forms, and smart campaigns using standardized templates and tokens, with aligned Salesforce campaign records, membership, and statuses.
• Translate targeting requirements into validated audiences, including installed-base segments that require subscription or other related-record data; document definitions for reuse.
• Own launch QA and coordinate end-to-end testing with Web Operations, GTM Systems, and IT. Validate audiences, links, registration flows, Litmus email rendering, consent and suppressions, tracking, and Marketo to Salesforce synchronization.

Preference center, consent, and database management

• Own the marketing email preference center and related workflows, including subscriptions, language preferences, opt-ins, unsubscribes, and consent history. Implement approved consent policies with Privacy and Legal, aligned with GDPR, CASL, and CAN-SPAM.
• Own day-to-day Marketo database quality, including field completeness, email verification with Validity BriteVerify, deduplication, enrichment checks, list import standards, and reusable exclusions for ineligible audiences.
• Build and maintain reusable audience segments; analyze segment size, reachability, overlap, and fatigue to recommend targeting improvements and reduce conflicting communications.

Workflow automation and AI enablement

• Partner with the Marketing AI lead to identify and operationalize automation and AI opportunities within campaign operations, including campaign setup, content variation, QA, audience operations, and intake.
• Design and maintain structured intake and approval workflows using Microsoft Forms, SharePoint, and Power Automate; make request status, ownership, and delivery expectations visible to stakeholders.
• Prototype and test automations and agents using approved tools such as Copilot Studio, partnering with technical teams on anything requiring their support.
• Move validated prototypes into supported workflows with appropriate access, human review, and documentation; measure adoption, time savings, and error reduction.

Campaign governance and measurement

• Own operational standards for Salesforce campaign hierarchies, naming, metadata, member statuses, and UTM tagging across business units and evergreen programs.
• Create reusable campaign and operational reports that show engagement, funnel performance, delivery timelines, and recurring bottlenecks; partner with Analytics and BI on attribution definitions and reporting alignment.

Cross-functional delivery and enablement

• Partner with the lead lifecycle owner on campaign interactions with scoring and routing, and with GTM Systems and IT on Salesforce configuration, integration changes, and testing.
• Maintain instance documentation, operating procedures, and training materials so the platform remains supportable beyond any single administrator. Train and mentor marketers on Marketo best practices and approved self-service capabilities.

Qualifications:

Required

• 6+ years of B2B marketing operations or campaign operations experience, including hands-on ownership of campaign builds, launches, and operational improvements.
• 3+ years of hands-on Marketo Engage experience, including instance administration, program builds, engagement programs, tokens, dynamic content, smart campaign logic, and platform troubleshooting.
• Working knowledge of Salesforce campaigns, campaign hierarchies, membership, and reporting, and of Marketo to Salesforce synchronization, including field mapping, sync errors, and lead and contact behavior.
• Experience managing marketing databases, audience segmentation, and preference center, consent, and suppression workflows; strong skills in UTM tracking, data validation, and email QA.
• Working knowledge of email deliverability and global privacy and consent requirements as they apply to marketing automation.
• Demonstrated experience improving marketing workflows through automation, with the ability to translate business needs into clear requirements and validate results.
• Strong project management, documentation, and communication skills, with the ability to prioritize competing requests, influence without direct authority, and present data-backed recommendations to marketing leadership.

Preferred

• Adobe Certified Expert, Adobe Marketo Engage Business Practitioner certification, or willingness to obtain it within the first six months.
• Experience supporting or leading a Marketo instance audit, cleanup, re-architecture, or migration.
• Familiarity with Velocity scripting, the Marketo REST API, webhooks, middleware or iPaaS tools, and basic proficiency in a scripting language such as JavaScript or Python.
• Experience with Microsoft Power Automate, Forms, SharePoint, Copilot Studio, AI agents, or MCP integrations.
• Experience with Litmus, Validity BriteVerify, Marketo Measure or other attribution tools, and global campaigns spanning multiple business units.

What success looks like

Success is measured by reliable campaign delivery, platform quality, and measurable improvements in how Marketing works:

• Speed to market: Shorter intake-to-launch cycle times and on-time launches through reusable templates, streamlined workflows, and automation.
• Campaign quality: Fewer QA defects and less rework, with consistent adherence to campaign, tracking, and naming standards.
• Data and attribution: Accurate campaign data, member statuses, and tracking that support reliable funnel and attribution reporting.
• Platform health: Improved database completeness, email validity, deliverability, and campaign processing efficiency.
• Efficiency and adoption: Measurable hours saved from automation and AI, and broader use of intake workflows, program templates, and documented processes.
• Planning contribution: Clear, data-backed recommendations brought into each quarterly planning cycle.

Expected outcomes for the first 12 months include completed priority Marketo audit remediation with a recommended optimization roadmap, a standardized global program template library, current instance documentation, baseline reporting for intake-to-launch cycle time and hours saved, and a portfolio of automation improvements in production with documented reductions in campaign build time, manual effort, or errors, including at least one meaningful AI-enabled workflow deployed through the approved Marketing AI architecture.

Salary: $125,000 - $140,000 (depending on experience and qualifications)