Principal of Marketing Automation

Duties and Responsibilities

• Architect sophisticated, cross-channel marketing campaigns through Marketo and the surrounding martech stack, serving as the team’s senior subject matter expert on the platform.
• Serve as the administrator for Marketo, defining governance, naming conventions, folder architecture, and operational standards that keep the instance clean and scalable as the program grows.
• Design and maintain the lead lifecycle, lead scoring models, and nurture strategy in close partnership with demand generation, sales, and revenue operations.
• Bring AI and agentic automation into the core of marketing operations, using it to accelerate campaign builds, enrich audience segmentation, sharpen lead scoring, and automate repetitive workflows across the martech stack.
• Apply AI-assisted content tools to draft, test, and personalize email and campaign copy at scale, while upholding Inovalon’s brand voice, quality, and compliance standards.
• Mentor and guide junior marketing team members, review their work, and create the documentation and best practices the broader team follows.
• Customize communications based on specific user segments and behavior, optimizing channel use, messaging frequency, and dynamic content personalization.
• Analyze, report, and leverage KPIs to continually refine campaign approaches and messaging through A/B and multivariate testing.
• Lead the implementation and maintenance of processes and procedures related to digital analytics, and stay current with issues related to accessibility, compatibility, and emerging technologies.
• Develop advanced marketing automation strategies using Marketo, integrating LaunchPoint services for enhanced functionality and efficiency.
• Implement and manage Marketo CRM synchronization, ensuring seamless data exchange and alignment between Marketo and CRM platforms, such as Salesforce.
• Deploy and maintain Marketo Munchkin code on websites to track visitor behavior and facilitate lead generation and scoring mechanisms.
• Design and use Marketo Custom Objects to store and manipulate unique business data, using them to enrich segments, smart lists, and campaigns.
• Configure and execute Smart Campaigns in Marketo, leveraging their dynamic capabilities for targeted and responsive marketing efforts.
• Utilize Marketo Flow Actions to automate complex marketing processes, enhancing campaign execution and operational efficiency.
• Own database health, deliverability, and data governance, including segmentation hygiene, re-engagement and sunset programs, and adherence to consent and privacy requirements.
• Build and maintain reporting, attribution, and program-performance frameworks that connect marketing activity to pipeline and revenue.
• Prototype, evaluate, and operationalize emerging AI capabilities for marketing, partnering with the AI and digital marketing team to move promising experiments from proof of concept into production.
• Evaluate, recommend, and help lead the adoption or migration of marketing automation and martech tooling, including vendor assessment, proof of concept, and platform transition.

Qualifications

• Minimum of 8 years of experience in digital marketing or marketing operations, with hands-on ownership of marketing automation, audience segmentation, and cross-channel campaign execution.
• Experience with Marketo (ideal) or a similar marketing automation platform.
• Demonstrated experience applying AI to improve marketing or operational outcomes, whether through AI-assisted content, workflow automation, agentic tooling, or AI-driven analysis.
• Genuine interest in and enthusiasm for AI, with a habit of proactively experimenting with new tools and bringing practical applications into day-to-day work.
• Hands-on comfort with large language models and AI-powered marketing tools, and the judgment to know where AI adds value and where human oversight remains essential.
• Demonstrated experience administering and owning a marketing automation platform, including governance, integrations, and overall instance health.
• Adobe Marketo Engage (Marketo Certified Expert) certification preferred.
• Demonstrated ability to drive campaign success by interpreting user data, campaign analytics, and cross-channel effects.
• Advanced skills in implementing testing strategies and data analysis for campaign optimization.
• Expertise in Marketo's LaunchPoint services and their application in marketing automation strategies.
• Proficient in setting up and managing CRM integrations with Marketo, with a focus on data synchronization and alignment.
• Advanced knowledge of Marketo Munchkin code, including deployment, configuration, and leveraging its tracking capabilities.
• Experience in creating and managing Marketo Custom Objects and utilizing them for enhanced marketing segmentation and targeting.
• Proficiency in designing and executing Marketo Smart Campaigns, with an emphasis on utilizing dynamic content and triggers.
• Skilled in using Marketo Flow Actions to automate and streamline marketing processes.
• Proficiency in developing and managing email scripting tokens within Marketo for personalized marketing activities.
• Salesforce CRM knowledge is a plus.