The Role
Build and lead CPI’s Marketing Operations function, overseeing marketing technology, automation, data governance, ABX and integrated campaign execution. Develop lead and account scoring, routing, attribution, reporting, forecasting, dashboards and analytics to improve pipeline and revenue performance. Lead a marketing operations team, manage technology strategy and governance, partner with Sales, Revenue Operations, Technology and Data & Analytics, and communicate performance insights to executives.
Summary Generated by Built In
Our Story:
Crisis Prevention Institute, Inc. (CPI) is the worldwide leader in evidence‑based de‑escalation and crisis prevention training and dementia care services. Our programs teach professionals the skills to recognize, prevent, and respond to crises in the workplace. Since 1980, we’ve helped train more than 17 million people across service‑oriented industries including education, health care, behavioral health, long‑term care, human services, security, corporate, and retail.
At CPI, we are dedicated to changing behaviors and reducing conflict for the Care, Welfare, Safety, and Security of everyone. We believe empathy, meaningful connections, personal safety, and security are the antidotes to fear and anxiety. This philosophy is central to everything we do and traces back to our beginning.
As a member of the team, you can expect to:
As we scale our marketing organization to support ambitious pipeline and revenue targets, we are seeking a Director of Marketing Operations & Automation to build a best-in-class Marketing Operations function.
This is more than a systems and reporting role. We are looking for an operational builder-doer who can bring process discipline to an evolving marketing organization — someone who can design and build scoring frameworks, operationalize integrated campaigns and Account-Based Experience (ABX) motions, and give leadership a clear, data-driven view of marketing’s impact on pipeline and revenue.
This role sits at the intersection of technology, process, and analytics. You will be responsible for ensuring CPI’s marketing technology, data, and reporting infrastructure enable the organization to hit or exceed its pipeline targets. You’ll partner with Data & Analytics, Revenue Operations and Business Applications to define and document how marketing data is captured, standardized, synchronized and maintained across the customer lifecycle so that reporting, segmentation, routing, automation and attribution can be trusted.
What You Get to Do Every Day:
Marketing Operations Strategy & Team Leadership
Crisis Prevention Institute, Inc. (CPI) is the worldwide leader in evidence‑based de‑escalation and crisis prevention training and dementia care services. Our programs teach professionals the skills to recognize, prevent, and respond to crises in the workplace. Since 1980, we’ve helped train more than 17 million people across service‑oriented industries including education, health care, behavioral health, long‑term care, human services, security, corporate, and retail.
At CPI, we are dedicated to changing behaviors and reducing conflict for the Care, Welfare, Safety, and Security of everyone. We believe empathy, meaningful connections, personal safety, and security are the antidotes to fear and anxiety. This philosophy is central to everything we do and traces back to our beginning.
As a member of the team, you can expect to:
- Make a difference through your work — You’ll be proud to tell your family and friends what you do.
- Gain significant career experience within a fast‑growing organization — From entry‑level roles to executive leadership.
- Feel fulfilled and have fun — We work hard but make time to build meaningful relationships and celebrate wins.
As we scale our marketing organization to support ambitious pipeline and revenue targets, we are seeking a Director of Marketing Operations & Automation to build a best-in-class Marketing Operations function.
This is more than a systems and reporting role. We are looking for an operational builder-doer who can bring process discipline to an evolving marketing organization — someone who can design and build scoring frameworks, operationalize integrated campaigns and Account-Based Experience (ABX) motions, and give leadership a clear, data-driven view of marketing’s impact on pipeline and revenue.
This role sits at the intersection of technology, process, and analytics. You will be responsible for ensuring CPI’s marketing technology, data, and reporting infrastructure enable the organization to hit or exceed its pipeline targets. You’ll partner with Data & Analytics, Revenue Operations and Business Applications to define and document how marketing data is captured, standardized, synchronized and maintained across the customer lifecycle so that reporting, segmentation, routing, automation and attribution can be trusted.
What You Get to Do Every Day:
Marketing Operations Strategy & Team Leadership
- Build and document a best-in-class Marketing Operations function.
- Lead a team of Marketing automation professionals.
- Work with the team to build all Marketing Operations functions, including integrated campaign operations, marketing technology integrations, data enrichment, reporting and analytics, and lead/account routing and quality management.
- Lead change management, training and adoption for new marketing systems and processes, establish clear operating procedures, accountability and governance to ensure new capabilities become embedded in how teams work.
- Evaluate, implement, integrate, and optimize the marketing technology stack that strengthens campaign effectiveness, data enrichment, and cross-platform synergy.
- Leverage AI to maximize the value of CPI’s existing technology and help define and build new workflows and agents.
- Own the marketing technology roadmap, architecture, governance, administration standards and adoption strategy, in partnership with Technology and Revenue Operations.
- Partner closely with the rest of Marketing and Sales to operationalize integrated campaigns and execute scalable ABX strategies.
- Apply hands-on experience optimizing data ingestion and governance to ensure smooth campaign execution all the way through the funnel.
- Design, manage, and continuously refine robust account and lead scoring models to improve qualification, conversion rates, and handoffs to Sales.
- Provide consistent visibility and actionable insights into marketing performance for the Marketing leadership team.
- Lead analytics in support of growth and operational excellence, including weekly and monthly reporting cadences and pipeline reviews.
- Develop analysis, ad hoc reports, and models to support marketing planning with predictable return on investment.
- Work with the team to interpret A/B testing results and inform optimization decisions.
- Manage the OKR/KPI process to ensure the organization has the right targets and measurable success criteria.
- Deliver frequent presentations to leadership that clearly communicate performance, findings, and the “why” behind the numbers.
- Develop and implement a comprehensive marketing data strategy, including data enrichment, hygiene, and compliance, partnering closely with Revenue Operations to align across the go-to-market business.
- Collaborate across Sales, Customer Operations, Finance, and Product to align on and support marketing initiatives.
- Work closely with the Marketing leadership team to drive data-driven strategic objectives across marketing.
- Ensure marketing activities comply with relevant data regulations and mitigate potential risk.
- Bachelor’s degree in marketing or an analytical field such as mathematics, business, engineering, computer science, statistics, or related field.
- 7-10 years of professional experience in marketing and sales analytics for a B2B software company.
- 3+ years of people management experience, with a demonstrated record of coaching and developing team members.
- Hands-on experience and proficiency with CRMs and MAPs.
- Proven experience designing and supporting integrated campaign and ABX tracking.
- Proven expertise in account/lead scoring frameworks, data enrichment strategies, and martech stack integration and optimization.
- Hands-on expertise analyzing, interpreting, and telling stories through data for stakeholders at every level.
- Preferably, experience building marketing campaign forecasting, attribution, and marketing mix optimization models for pipeline and revenue growth.
- Advanced proficiency building dashboards, plus advanced Excel skills, including complex formulas and functions.
- Proven knowledge of B2B demand/revenue generation processes, lead journeys, demand waterfalls, and opportunity progression.
- Strategic thinking with strong consultative skills to build cross-functional relationships across Marketing, Sales, and Technology.
- A sense of urgency, strong prioritization capability, and a track record of collaborating effectively within a team structure.Ability to work as a self-starter, making decisions and taking action based on what’s right for the business.
- Agility to work in an evolving environment.
- A strategic mindset, consistently using data to identify revenue and pipeline optimization opportunities.
- Experience leading a team and building a marketing techstack and data infrastructure that supports complex, integrated campaign and ABX efforts.
- Experience partnering closely with Technology and Revenue Operations.
- Experience building attribution models, lead scoring and routing rules, reporting and analytics packages, and campaign optimizations.
- Comprehensive compensation package
- Comprehensive benefits package
- 401k
- PTO
- Health & Wellness Days
- Paid Volunteer Time Off
- Continuing education and training
- Hybrid / Remote work schedule
- Paid Parental Leave
Skills Required
- Bachelor’s degree in marketing, mathematics, business, engineering, computer science, statistics, or a related field
- 7–10 years of professional experience in marketing and sales analytics for a B2B software company
- At least 3 years of people management experience, including coaching and developing team members
- Hands-on experience and proficiency with CRMs and marketing automation platforms
- Experience designing and supporting integrated campaign and Account-Based Experience tracking
- Expertise in account and lead scoring frameworks, data enrichment strategies, and marketing technology integration and optimization
- Hands-on expertise analyzing, interpreting, and communicating data insights to stakeholders at all levels
- Advanced dashboard-building proficiency and advanced Microsoft Excel skills, including complex formulas and functions
- Knowledge of B2B demand and revenue generation processes, lead journeys, demand waterfalls, and opportunity progression
- Strategic and consultative skills for building cross-functional relationships across Marketing, Sales, and Technology
- Experience building marketing campaign forecasting, attribution, and marketing mix optimization models for pipeline and revenue growth
- Experience building marketing technology and data infrastructure for complex integrated campaigns and Account-Based Experience efforts
- Experience partnering closely with Technology and Revenue Operations
- Experience building attribution models, lead scoring and routing rules, reporting packages, analytics packages, and campaign optimizations
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The Company
What We Do
Since 1980, the Crisis Prevention Institute has helped millions of individuals begin a journey of positive, supportive, and empathic caring for people of all ages. • We believe in the power of empathy, compassion, and meaningful connections. • We consider personal safety and security the antidotes to fear and anxiety; and that listening leads to understanding. • We know when those who care for others feel prepared and confident in their abilities, they can make the world a better place. CPI’s crisis prevention training gives professionals the confidence to prevent and respond to workplace violence. With a focus on healthcare, education, human services, and dementia care, CPI sets the standard for best practices in evidence-based workplace violence prevention. Our training is designed to support the safety and well-being of both staff and those in their care. We teach the skills that help professionals de-escalate verbal and physical crises in the workplace, with an array of solutions that address the full spectrum of risk levels. Solutions Nonviolent Crisis Intervention® Training: Nonviolent Crisis Intervention Training focuses on verbal de-escalation and early intervention, giving staff an effective framework for decision making and problem solving, as well as teaching safe disengagements and physical interventions that can be implemented with the least use of force, providing the safest environment for all parties involved. Verbal Intervention™ Training: This program is ideal for organizations that have a hands-off policy, and for staff members who don’t experience higher risk situations requiring physical interventions, instilling the confidence and skills to verbally respond to disruptive behaviors, and prevent further escalation. To learn more about CPI and our full offering of industry-leading solutions, visit us today at crisisprevention.com.
