Director, Marketing Data Operations

About Blackhawk Network

Today, through BHN’s single global platform, businesses of all kinds can tap into the world’s largest network of branded payment solutions. BHN helps businesses grow revenue, increase loyalty, motivate and reward their teams, disburse funds and engage consumers. Branded payment solutions include the issuance and distribution of gift cards, egifts, corporate payouts and rewards, along with the technology to deliver these products in seamless, integrated ways. BHN’s network spans the globe with more than 400,000 consumer touchpoints. Learn more at BHN.com.

 

This position may be performed remotely anywhere within the United States except for the State of Alaska, North Dakota, or South Dakota. Employees located within 50 miles of a BHN office will be considered a "Hybrid" employee and are required to come into the office 2 days per week based on office schedule.

Overview

Blackhawk Network (BHN) is seeking a Director, Marketing Data Operations to lead the data, attribution, and email campaign operations infrastructure that powers our global go-to-market engine. This is a senior leadership role with both strategic and hands-on accountability — owning the systems, standards, and team that ensure marketing runs with precision, measurability, and scale.

You will directly manage a global email operations team (based in India) responsible for HubSpot campaign execution across BHN's business units, while also owning the broader data and attribution layer that connects every marketing touchpoint to pipeline and revenue. You will sit at the intersection of GTM strategy, campaign execution, and Enterprise systems — translating marketing intent into operational infrastructure that is clean, consistent, and trusted by the business.

This role reports to the VP of B2B Marketing and is a critical partner to demand generation, revenue operations, and enterprise systems leadership.

Responsibilities

Database Segmentation & Audience Strategy

• Serve as the primary marketing consumer of the prospect and customer database in HubSpot and Salesforce, maintained by Enterprise Systems — translating foundational data into structured audience segments that power campaigns across all channels
• Define the marketing segmentation taxonomy: firmographic tiers, persona definitions, lifecycle stages, and ICP scoring criteria, ensuring consistent application as properties within HubSpot and Salesforce
• Partner with Enterprise Systems on data vendor and enrichment decisions, representing marketing's targeting requirements; identify and escalate data gaps that impair audience accuracy
• Build and maintain a full-funnel audience architecture — from awareness and net-new targeting through retargeting, pipeline acceleration, and customer expansion — with appropriate suppression logic at each stage
• Activate audiences across ad platforms (LinkedIn, Google, programmatic display), resolving the gap between account-level intent signals and contact-level targetable individuals; maintain sync cadences and platform audience governance
• Evaluate and operationalize intent data sources (e.g., Bombora, ZoomInfo) to prioritize in-market accounts and feed audience refresh cycles

Campaign Taxonomy, Attribution & Funnel Reporting

• Define and own BHN's global campaign naming convention and UTM taxonomy across all channels — paid, email, events, and syndication — and enforce consistent application across internal teams and agencies
• Own the end-to-end attribution data flow from marketing touchpoint (ads, website, landing pages, email, events) through lead creation in HubSpot to opportunity in Salesforce, ensuring tracking integrity and closing coverage gaps
• Partner with reporting and analytics teams to maintain BHN's marketing funnel reporting framework and enable multi-touch attribution (MTA) modeling through data completeness and consistent definitions
• Maintain the authoritative set of marketing data definitions — lead stages, MQL criteria, attribution windows — used across reporting and GTM planning
• Partner with FP&A on marketing efficiency metrics including LTV, CAC, and ROAS — providing the marketing data inputs needed to model unit economics and inform budget planning

Email Operations Leadership

• Directly oversee BHN's global email operations function: a Senior Manager and four Managers based in India responsible for HubSpot campaign execution across all business units
• Set and maintain operational standards for email build, QA, deployment, list management, and deliverability; establish SLAs and escalation paths between the India team and regional campaign managers
• Build account- and contact-level email engagement reporting by campaign, segment, and business unit; operationalize en