Marketing Operations & ABM Specialist

The Marketing Operations & ABM Specialist at Codup is a pivotal member of the marketing team, responsible for managing the technical, operational, and analytical aspects of marketing campaigns. This role ensures the seamless functioning of the marketing technology stack, executes targeted Account-Based Marketing (ABM) initiatives, maintains CRM workflows, and delivers actionable insights to optimize marketing strategies. The specialist collaborates closely with sales, content, and performance marketing teams to align efforts and maximize campaign impact.

Key Responsibilities

MarTech Management:
Oversee and optimize Codup’s marketing technology tools, including HubSpot, LinkedIn Sales Navigator, Smartlead, and others. Ensure effective integration between marketing platforms, CRM systems, and analytics tools. Continuously assess and implement new technologies to enhance marketing efficiency and scalability.

Account-Based Marketing (ABM) Execution:
Design and execute ABM campaigns tailored to Codup’s Ideal Customer Profile (ICP) and segmented account tiers. Manage personalized outreach across email, social media, and paid advertising channels for Tier 1, 2, and 3 accounts. Collaborate with sales teams to align ABM strategies with sales objectives and drive meaningful account engagement.

Campaign Operations:
Develop and maintain workflows within HubSpot, including lead scoring, segmentation, and nurturing sequences. Ensure marketing data integrity through enrichment, deduplication, and segmentation processes. Support email marketing initiatives by managing lists, creating dynamic content, and conducting A/B testing.

Website & CMS Support:
Apply technical expertise in WordPress or similar CMS platforms to assist with website updates, optimizations, and marketing integrations. Coordinate with developers on lead generation form integrations, tracking pixel implementation, and landing page functionality enhancements.

Analytics and Reporting:
Track and analyze campaign performance metrics such as engagement rates, pipeline contribution, and ROI. Create and maintain dashboards to visualize ABM account engagement and overall campaign effectiveness. Leverage data insights to recommend improvements in targeting, messaging, and channel allocation.

Cross-Functional Collaboration:
Partner closely with sales to ensure alignment on account targeting, lead handoffs, and CRM workflows. Work with content and social media teams to synchronize messaging with ABM initiatives. Collaborate with performance marketing to optimize paid campaigns targeting ABM accounts.

Process Improvement:
Continuously refine marketing processes to improve efficiency and scalability. Document workflows and standard operating procedures (SOPs) related to ABM execution and marketing operations.

Required Qualifications

- 3 to 5 years of experience in marketing operations, ABM, or demand generation roles.
- Strong understanding of account-based marketing principles and methodologies.
- Proficiency with CRM systems such as HubSpot and ABM platforms including LinkedIn Sales Navigator and Smartlead.
- Excellent technical knowledge of HubSpot integrations, CRM synchronization, and WordPress or equivalent CMS platforms.
- Experience with marketing tools such as Salesforce and Google Analytics.

Skills and Competencies

Technical Expertise:
Skilled in managing CRM and ABM platforms, website backend systems, plugin management, form integrations, and conversion tracking. Familiar with campaign tracking, reporting tools, and data visualization platforms like Tableau and HubSpot dashboards.

Campaign Management:
Proven ability to design and execute ABM campaigns with a strong understanding of email marketing best practices and segmentation strategies.

Analytical Thinking:
Data-driven mindset with the ability to interpret performance metrics and translate insights into actionable recommendations. Knowledgeable in multi-touch attribution and funnel analysis.

Project Management:
Exceptional organizational skills to manage multiple campaigns simultaneously, with strong attention to detail and consistent follow-through on execution and reporting.

This role is essential for ensuring the operational efficiency of marketing campaigns, allowing the broader team to focus on strategic initiatives. By driving precise targeting and providing data-driven insights, the Marketing Operations & ABM Specialist significantly contributes to Codup’s go-to-market success and maximizes return on investment.