GTM Operations Lead

About This Role

ROLE SUMMARY

This is a hands\-on technical role focused on building scalable GTM systems that support demand generation, pipeline visibility, and revenue growth in a complex enterprise sales environment. You will own the architecture, administration, and optimization of Empyrean's marketing technology infrastructure — including HubSpot, website conversion infrastructure, and marketing data integrations across the full go\-to\-market stack.

You'll work directly with the CGO and have a defined 90\-day transition plan that sets you up for success. Campaign briefs come from the Segment Brand lead and you translate those briefs into live, instrumented, measurable programs.

If you're energized by a build environment, fintech subject matter, and the opportunity to shape how a growing SaaS company goes to market with real data behind every decision.

CORE RESPONSIBILTIES

1\. Marketing Demand Generation Systems

• Own administration and architecture of HubSpot including workflows, lifecycle stages, lead scoring, campaign automation, smart content, and CRM sync with Salesforce.
• Design and maintain lead capture, enrichment, and lifecycle management processes across the full MAL MQL SAL SQL funnel.
• Implement and maintain campaign tracking infrastructure including UTM standards, attribution models, and funnel instrumentation.
• Build and optimize HubSpot nurture sequences by segment (Community, Regional, Enterprise), persona (CFO, Treasurer/CRO, CAO/Controller), and buyer stage.
• Maintain the dual\-layer pipeline visibility model: Managed Pipeline (Salesforce, stage\-weighted) and Pre\-Pipeline (HubSpot\-sourced MQLs, zero\-weight passthrough).
• Operate the 90\-day rolling campaign calendar; ensure real\-time visibility into active, upcoming, and completed programs.
• Manage website lead capture infrastructure including forms, tracking scripts, and marketing integrations.
• Implement and maintain event tracking, conversion measurement, and marketing analytics across all site pages.
• Partner with Segment Brand) and the website development firm to optimize conversion flows, smart content rules by segment, and lead routing logic.
• Own, configure, and optimize Empyrean's growing martech stack:
• Build and maintain integrations across the stack using APIs or integration platforms ensuring reliable, scalable data flows across marketing, sales, and revenue operations.
• Ensure reliable and clean data flows across all GTM systems; own the integration architecture between marketing automation and CRM.
• Partner with RevOps as the HubSpot counterpart to Salesforce ownership being joint stewards of pipeline data integrity and lead lifecycle.
• Maintain clean, structured marketing data within HubSpot for consumption by Salesforce by enforce naming conventions, object hygiene, and lifecycle stage discipline.
• Establish and maintain best practices for marketing data governance and system scalability as Empyrean's GTM motion scales.
• Own the marketing analytics function: weekly flash reporting, monthly MQL performance by segment, and quarterly marketing\-attributed revenue reporting to Senior Management.
• Build and maintain the Pipeline Coverage Dashboard — board\-ready, tracking 3\.0x gross coverage ratio against quarterly bookings targets, updated weekly.
• Own attribution modeling in HubSpot: UTM discipline, multi\-touch source tracking, and MQL\-to\-revenue tracing across inbound, outbound, and event channels.
• Drive the quarterly marketing analytics narrative including what's performing, where pipeline is lagging, SEO/content trajectory.
• Partner with RevOps leadership to design and improve lead lifecycle management and marketing\-to\-sales handoffs including the 48\-hour SQL acceptance SLA.
• Identify automation opportunities to improve operational efficiency across GTM teams with less manual work, more signal.
• Establish best practices for marketing data governance and system scalability that will hold at 2x and 3x current pipeline volume.
• Document all processes, playbooks, and model assumptions. The DG Playbook is a living document you own and keep current.
• Support revenue leadership with insights into pipeline conversion rates, funnel bottlenecks, and demand generation performance by segment and product line.

2\. Website Conversion Infrastructure

• Manage website lead capture infrastructure including forms, tracking scripts, and marketing integrations.
• Implement and maintain event tracking, conversion measurement, and marketing analytics across all site pages.
• Partner with Segment Brand) and the website development firm to optimize conversion flows, smart content rules by segment, and lead routing logic.

3\. GTM Technology Stack

• Own, configure, and optimize Empyrean's growing martech stack:
• Build and maintain integrations across the stack using APIs or integration platforms ensuring reliable, scalable data flows across marketing, sales, and revenue operations.
• Ensure reliable and clean data flows across all GTM systems; own the integration architecture between marketing automation and CRM.
• Partner with RevOps as the HubSpot counterpart to Salesforce ownership being joint stewards of pipeline data integrity and lead lifecycle.

4\. Data Quality, Governance Analytics

• Maintain clean, structured marketing data within HubSpot for consumption by Salesforce by enforce naming conventions, object hygiene, and lifecycle stage discipline.
• Establish and maintain best practices for marketing data governance and system scalability as Empyrean's GTM motion scales.
• Own the marketing analytics function: weekly flash reporting, monthly MQL performance by segment, and quarterly marketing\-attributed revenue reporting to Senior Management.
• Build and maintain the Pipeline Coverage Dashboard — board\-ready, tracking 3\.0x gross coverage ratio against quarterly bookings targets, updated weekly.
• Own attribution modeling in HubSpot: UTM discipline, multi\-touch source tracking, and MQL\-to\-revenue tracing across inbound, outbound, and event channels.
• Drive the quarterly marketing analytics narrative including what's performing, where pipeline is lagging, SEO/content trajectory.

5\. Process Optimization Lead Lifecycle Management

• Partner with RevOps leadership to design and improve lead lifecycle management and marketing\-to\-sales handoffs including the 48\-hour SQL acceptance SLA.
• Identify automation opportunities to improve operational efficiency across GTM teams with less manual work, more signal.
• Establish best practices for marketing data governance and system scalability that will hold at 2x and 3x current pipeline volume.
• Document all processes, playbooks, and model assumptions. The DG Playbook is a living document you own and keep current.
• Support revenue leadership with insights into pipeline conversion rates, funnel bottlenecks, and demand generation performance by segment and product line.

5\. Process Optimization Lead Lifecycle Management

• Partner with RevOps leadership to design and improve lead lifecycle management and marketing\-to\-sales handoffs including the 48\-hour SQL acceptance SLA.
• Identify automation opportunities to improve operational efficiency across GTM teams with less manual work, more signal.
• Establish best practices for marketing data governance and system scalability that will hold at 2x and 3x current pipeline volume.
• Document all processes, playbooks, and model assumptions. The DG Playbook is a living document you own and keep current.
• Support revenue leadership with insights into pipeline conversion rates, funnel bottlenecks, and demand generation performance by segment and product line.

REQUIRED QUALIFICATIONS

• 5\+ years of experience in a Sales Development Role, Marketing Operations, Revenue Operations, or GTM Systems roles with demonstrated knowledge of tech stack and active demand gen programs.
• Strong hands\-on experience administering HubSpot (Marketing Hub and CRM). HubSpot certification strongly preferred.
• Experience integrating marketing automation platforms with CRM systems (Salesforce required); must be comfortable with lead, contact, and opportunity objects, workflows, and pipeline reporting.
• Strong understanding of B2B demand generation funnels and lead lifecycle management (MAL MQL SAL SQL).
• Experience implementing marketing automation workflows, attribution frameworks, and system integrations.
• Ability to manage agency and vendor relationships and hold external partners accountable to deliverables and SLAs.
• Organized, self\-directed, and comfortable with ambiguity in a high\-growth environment where the playbook is being built in real time.

PREFERRED QUALIFICATIONS

• Experience in B2B SaaS, fintech, or enterprise sales organizations — familiarity with ALM, CECL, financial planning, or liquidity risk is a meaningful differentiator.
• Familiarity with account\-based marketing (ABM) programs targeting financial institutions (banks, credit unions).
• Experience with Clay.ai, RB2B, Gong, Semrush, FI Navigator, or Qualified AI.
• Familiarity with integration platforms such as Zapier or Workato for building cross\-system data flows.
• Prior experience inheriting and transitioning a GTM tech stack from a contractor or agency — you know what a clean handoff requires.
• Exposure to analytics environments or data warehouses that feed marketing reporting.
• Experience with the 6–12 month enterprise B2B sales cycle — understanding how long\-cycle pipeline visibility differs from transactional SaaS metrics.