Marketing Operations Manager, Data Enablement

 

About Gusto

Gusto is a modern, online people platform that helps small businesses take care of their teams. On top of full-service payroll, Gusto offers health insurance, 401(k)s, expert HR, and team management tools. Today, Gusto offices in Denver, San Francisco, and New York serve more than 400,000 businesses nationwide.

Our mission is to create a world where work empowers a better life, and it starts right here at Gusto. That’s why we’re committed to building a collaborative and inclusive workplace, both physically and virtually. Learn more about our Total Rewards philosophy. 

Job Overview:
Gusto’s Revenue Operations team  is seeking a Marketing Operations Manager, Data Enablement to enhance the quality, integrity, and consistency of marketing data collection and movement across various applications (marketing automation platforms, customer data platforms, and CRM platforms, etc.) and oversee omnichannel marketing campaign audience development. This role will involve developing and maintaining data dictionaries, developing and managing audience segments, and collaborating with cross-functional teams to optimize marketing data processes and relevant systems. The successful candidate will also be responsible for creating data quality dashboards and automated reporting to provide actionable and proactive insights.

Key Responsibilities:

The Manager will excel in building and maintaining data dictionaries, developing audience segments using firmographic and behavioral data, and partnering with teams to improve processes and applications. They will be expected to establish high standards of data governance, ensuring accuracy and consistency across all marketing platforms. Effective crossfunctional collaboration with Marketing, Engineering, Data, and other stakeholder teams is crucial to achieving these goals.

Requirements for Success:

Success in this role will require strong expertise in data governance, audience development, and data hygiene. Excellent communication skills and a consultative approach to working with various teams are essential. Deep familiarity with marketing automation platforms, customer data platforms, and CRM platforms is also necessary. Candidates should possess a Bachelor’s degree in a relevant field and have 4-5 years of experience in data management, governance, or audience development within a high-volume, high-velocity, data-driven marketing organization.

What You'll Do Day to Day

• Oversee data governance initiatives to ensure high integrity, consistency, and accuracy of data across all marketing applications, minimizing duplication and enhancing data quality.
• Develop and maintain comprehensive data dictionaries of prospective and current customer data, ensuring all stakeholders have access to accurate, structured information.
• Using the customer data platform and marketing automation platform, build and manage audience segments using firmographic, behavioral, and other relevant data to optimize performance across various marketing channels (e.g., email, push, in-app).
• Oversee marketing campaign tracking taxonomy and processes; work with campaign owners to ensure proper application of tracking mechanisms prior to campaign launches..
• Partner with cross-functional teams to improve processes and software applications, ensuring data is captured and utilized in the most effective and efficient ways.
• Lead the creation and maintenance of data quality dashboards and automated reporting mechanisms that provide actionable and proactive insights.

What We're Looking For

• Demonstrated expertise in data governance, audience development, and data hygiene, with a focus on leveraging firmographic and behavioral signals to drive marketing outcomes.
• Proven experience building and maintaining data dictionaries and managing audience segments for cross-channel marketing efforts.
• Ability to lead cross-functional projects, working effectively with cross-functional teams, including Marketing, Engineering, Data, and other business stakeholders.
• Excellent communication skills with a consultative approach to collaborating with various teams.
• Extensive familiarity with martech and CRM platforms such as Marketo, Salesforce, and related systems.

Minimum Requirements

• Bachelor’s degree in Business, Data Management, Information Systems, or a related field.
• 4-5 years of experience in data management, governance, or audience development.
• Experience in marketing technology (marketing automation platforms, customer