Marketing Operations Specialist – HubSpot

The Marketing Operations Specialist – HubSpot owns the day-to-day execution and optimization of Wayvia’s marketing automation and lead management infrastructure. This role serves as the internal expert for HubSpot operations and the HubSpot–Salesforce integration, ensuring accurate lead flow, lifecycle management, and reliable marketing data across campaigns.

This role owns the HubSpot → Salesforce lead lifecycle infrastructure, including MQL definitions, lead scoring models, lifecycle stage management, and lead routing logic that ensures marketing leads are properly qualified, routed, and tracked through the sales pipeline.

The Marketing Operations Specialist partners closely with the Revenue Operations team, internal marketing stakeholders, and external marketing agencies to maintain the integrity of the marketing technology stack, support marketing automation workflows, and ensure marketing data is structured, actionable, and aligned with revenue goals.

This role plays a hands-on role in maintaining the HubSpot–Salesforce integration, executing automation workflows, supporting campaign enrollment and segmentation, monitoring lead flow from marketing to sales, and enabling accurate reporting on marketing performance and pipeline contribution.

Essential Function & Responsibilities

• Marketing Automation & Tech Stack Ownership
• Own day-to-day operations of the marketing technology stack, including HubSpot, Salesforce, 6sense, chat tools, and data enrichment platforms.
• Maintain and monitor the HubSpot–Salesforce integration, ensuring lead data sync accuracy, lifecycle stage alignment, and reliable data flow between systems.
• Perform regular audits to ensure data integrity, proper field mapping, and healthy system integrations.
• Partner with Revenue Operations to evaluate and implement new marketing tools and improvements to the marketing automation infrastructure.

• Manage the inbound lead lifecycle within HubSpot, ensuring leads are routed, scored, and assigned correctly across the marketing and sales funnel.
• Maintain and optimize lead scoring models, MQL definitions, and lifecycle stage frameworks in collaboration with Marketing and RevOps.
• Monitor lead flow from marketing to sales, identifying routing issues, lifecycle gaps, or inconsistencies that impact pipeline visibility.

• Build and maintain HubSpot automation workflows supporting lead nurturing, segmentation, lifecycle progression, and scoring logic.
• Maintain and monitor lead routing rules between HubSpot and Salesforce, ensuring accurate assignment and tracking across the sales pipeline.
• Support data enrichment processes and ensure lead and account records maintain high data quality standards.
• Partner with RevOps to support lead flow through enablement platforms such as Gong and other GTM systems.

• Execute campaign setup and enrollment for events, webinars, demand generation, and partner campaigns within HubSpot.
• Ensure campaigns are properly structured for accurate attribution, tracking, and lifecycle reporting.
• Track campaign KPIs and support performance analysis across marketing programs.
• Support campaign influence reporting and pipeline attribution within Salesforce.

• Support preparation of weekly and monthly marketing performance reports.
• Maintain dashboards tracking funnel performance, MQL conversion, campaign attribution, and pipeline contribution.
• Report on and identify opportunities to optimize MQL → SQL conversion and marketing-sourced pipeline performance.
• Partner with RevOps on pipeline reporting and data validation to support forecasting and leadership insights.

• Bachelor’s degree in Marketing, Business, or a related field preferred.
• 1–3 years of hands-on experience in marketing operations, marketing automation, or CRM lifecycle management.
• Hands-on experience working within HubSpot and Salesforce environments, including marketing automation workflows and lead lifecycle management.
• Experience supporting lead scoring models, MQL lifecycle stages, and lead routing processes.
• Strong attention to detail and comfort working with systems, automation workflows, and marketing data.
• Ability to manage multiple priorities and collaborate cross-functionally with Marketing, Sales, and RevOps teams.
• Clear written and verbal communication skills.
• Experience supporting marketing automation and lead lifecycle management within a B2B SaaS environment preferred.

Location: 

We are hiring for this position in the United States. This is a remote position.

Benefits:
Wayvia encourages a healthy work-life balance and commitment to employee wellbeing. We are consistently evaluating areas to support and foster a community of engaged employees. Wayvia is an international employer so some benefits offering will vary from country to country, however, below you can see employer sponsored contributions:

• Flexible work-from-home arrangements
• 401K Match
• Flexible vacation
• Medical/Dental/Vision
• 16 weeks of paid parental leave (US)
• Technical stipend
• Professional development programs
• Wellness programs 

Compensation:
The salary range for this role is $60,000–$80,000 annually. Final compensation will be determined based on experience, skills, location, and other factors permitted by law. Depending on the candidate’s location, this role may be classified as hourly to comply with state-specific requirements.

Wayvia is an equal opportunity employer that is committed to inclusion and diversity.