Description
Position Summary
This critical role will lead the marketing organization in the design, implementation, and scaling of a world-class cross-functional UTM governance framework. As part of the CMO Strategy & Operations team, you will ensure our data remains a trusted asset, enabling the organization to move with speed while maintaining the high standards of data integrity required for accurate attribution and AI-driven decision-making.
We are looking for an experienced Marketing Operations professional who understands that UTMs are the "connective tissue" of marketing performance. You have in-depth knowledge of the campaign lifecycle and a proven track record of standing up governance in complex, decentralized environments. You thrive in ambiguity, lead through influence, and are passionate about turning fragmented data into a competitive advantage. An innate sense of learning and technical “know-how” will allow for growth as the role evolves through the implementation of this program.
Primary Responsibilities:
Architect the Global Taxonomy: Design and enforce a standardized UTM naming convention across all global regions and marketing channels (Paid Media, Organic Social, Email, Events and Webinars, etc.) to ensure 100% data consistency.
Modernize the Intake Process: Build and maintain a centralized, user-friendly UTM generator and intake workflow that eliminates manual errors and streamlines the campaign launch process for marketers.
Drive Operational Rigor: Build data integrity dashboards and implement recurring audits and remediation cycles to identify "dirty data" and malformed links, partnering with analytics teams to ensure data flowing into Data Cloud is accurate and actionable.
Serve as a Strategic Advisor: Partner with Campaign Operations, Digital Enterprise Technology, and Global Marketing Analytics amongst other key stakeholders to translate business needs into technical tracking requirements that support complex attribution models.
Scale through Enablement: Develop "self-service" playbooks, certifications, documentation and training equipping global marketing teams with the knowledge to manage their UTM set-up and tracking independently within the established guardrails.
Knowledge and Skills Requirements:
7+ Years in Marketing or Advertising Operations: Extensive experience specifically within large-scale, enterprise B2B environments.
Expert Taxonomy Design: Proven experience building and implementing global UTM naming conventions.
Web Analytics Mastery: Proficiency in Google Analytics 4 (GA4) or Adobe Analytics, specifically around how UTMs influence session-based vs. user-based attribution models.
Automation & Tooling Savvy: Experience with UTM builder tools (e.g., UTM.io, Claravine, or custom Excel/Google Sheet scripts) and an ability to troubleshoot the technical "handshake" between URLs and lead capture forms.
Data Integrity & Audit Rigor: Experience building "Dirty Data" dashboards in Tableau or CRM Reports to proactively identify and flag non-compliant links before they corrupt the global database.
Exceptional stakeholder influence, including the ability to present complex strategies and drive consensus and decision-making among senior leadership.
Project Management: Experience leading cross-functional workstreams without formal authority over the participants. They must be able to drive a project from "Concept" to "Global Standard" independently.
Excellent writer with strong communication and presentation skills.
Work independently and effectively deal with ambiguity.
Familiarity with privacy and information security principles and best practices.
Bonus! Familiarity with Salesforce CRM preferred.