Marketing Operations Manager / Lead Journey
Coslada, M, ES, 28821
Marketing Operations Manager / Lead Journey – Demand Generation CoE
Role Summary
The Marketing Operations Manager / Lead Journey sits within the Demand Generation Center of Excellence (CoE) reporting to the Director of Customer Engagement, and owns the design, execution, and optimization of end-to-end lead journeys from anonymous engagement through MQL across multiple global brands and regions.
This role owns the lead journey from anonymous engagement through MQL handoff to Sales, ensuring prospects are captured, identified, nurtured, scored, and qualified consistently. The Marketing Operations Manager / Lead Journey balances global standardization with regional flexibility to deliver frictionless, scalable lead journeys.
Lead flow is treated as a product: intentionally designed, governed, measured, and continuously improved.
What You’ll Be Responsible For
- Own and optimize lead journeys from anonymous engagement through MQL across global brands
- Design and govern dark-funnel capture, identification, nurturing, scoring, and qualification flows
- Own routing logic and lifecycle governance up to MQL handoff
- Align lead capture and engagement across web forms, chat, messaging, call-back, and other interaction channels
- Partner with regional teams to adapt journeys to local market needs while maintaining global standards
- Monitor funnel performance through MQL; diagnose bottlenecks, leakage, and growth opportunities
- Govern lead data hygiene, taxonomy, and cross-platform consistency
- Collaborate with analytics to improve attribution, scoring accuracy, and funnel reporting through MQL
Who Should Apply / Desired Profile
This role is ideal for someone who enjoys owning the front half of the funnel and making complexity invisible to customers and teams.
You may be a strong fit if you:
- Love designing how anonymous demand turns into qualified demand
- Think in journeys, logic, and behavioral signals
- Are deeply curious about what happens before a lead becomes “sales-ready”
- Enjoy untangling messy funnels and building clean, scalable systems
- Can balance global frameworks with regional nuance and reality
- Are comfortable partnering with Sales without owning post-MQL execution
- Value clarity, documentation, and governance as tools for speed and scale
- Influence effectively across brands, regions, and functions without direct authority
Core Skills & Experience
- Strong experience in demand generation operations, lead management, or marketing operations
- Hands-on work with marketing automation platforms, lifecycle orchestration, and lead scoring
- Solid understanding of CRM concepts and MQL definitions, handoff logic, and governance
- Experience supporting multiple brands or regions within a shared demand generation model
- Analytical mindset with the ability to diagnose funnel issues and optimize performance through MQL
- Clear communicator in global, cross-functional environments
Nice to Have
- Experience with Eloqua (segmentation, nurture design, forms, integrations)
- Familiarity with customer interaction or omnichannel platforms (e.g., chat, messaging, call routing), preferred hands-on experience with Genesys.
- Understanding of Salesforce lead objects and MQL handoff models
- Exposure to journey orchestration tools, chatbots, or AI-assisted engagement
- Experience working with analytics or data platforms to support dark-funnel visibility and attribution
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