Marketing Operations & Automation Analyst

As the Marketing Operations & Automation Analyst at WatchGuard, you will play a critical role in ensuring that the leads generated from our global marketing activities are clean, enriched, and ready to drive action. This role sits at the heart of our marketing and sales MQL engine, owning the end-to-end process of getting the right leads to the right people, at the right time.

You will be responsible for managing the intake, cleansing, enrichment, and routing of leads generated from events, campaigns, content syndication, webinars, and other marketing activities. Beyond keeping today's leads clean and enriched, you'll take ownership of the lead-processing engine itself, leveraging AI-powered tools and designing automated workflows that improve data quality before leads are ever loaded into Marketo and Salesforce, so the process becomes faster, smarter, and less manual over time.

A core part of the role is spotting which manual, repetitive steps in the lead lifecycle are ripe for automation, then building the workflows, integrations, and AI-driven processes that eliminate them, so the team spends less time on hands-on data handling and more on higher-value work. You'll work closely with demand generation, sales operations, and field marketing teams to ensure that every lead is handled consistently and efficiently.

This role reports to the Director of Marketing Operations and is part of the broader Revenue Marketing team — a cross-functional, tightly aligned organization that includes demand generation, sales enablement, and digital environments. You'll have a direct impact on the quality and speed of WatchGuard's marketing funnel from day one.

A Day in the Life

Your morning might start with reviewing a batch of event leads from a recent field show, running them through enrichment tools, standardizing field values, flagging duplicates, and loading them into Marketo on time and with clean data. Your afternoon might shift to building a small automation to handle part of that process next time, or to supporting a demand gen teammate with a smart list request in Marketo.

You’ll stay in regular communication with field marketing and demand gen to get ahead of upcoming lead volumes, and you’ll track your own SLA performance and data quality metrics—bringing a continuous improvement lens to everything you touch.

Lead Processing & Enrichment — Own the intake of raw lead lists from events, webinars, content syndication, and other marketing activities. Run data enrichment waterfalls — chaining tools like Clay, Lusha, and ZoomInfo alongside AI-powered tools — to cleanse, normalize, and fill data gaps with accurate firmographic details before loading into Marketo and Salesforce.

Data Quality Management — Apply and enforce data standards across all incoming lead sources: field formatting, deduplication, persona tagging, and required field completion. Maintain visibility into data quality metrics and flag systemic issues proactively.

Lead Routing & Assignment — Ensure processed leads reach the correct queues, owners, and reps in Salesforce per established routing rules. Troubleshoot and resolve mis-assignments with a sense of urgency.

Automation & Process Improvement — Identify manual or repetitive steps in the lead processing workflow and build better solutions using automation tools (n8n, Zapier, Make.com) and AI. Help bring buying signals and intent data into the funnel to trigger automated GTM plays. Don’t just document the process—improve it.

Marketo Support — Assist Marketing campaign teams with list uploads, program setup, smart list creation, and data segmentation requests.

SLA & Performance Reporting — Track and report on lead upload timeliness and data quality benchmarks. Provide regular updates to marketing operations leadership on performance against defined SLAs.

Cross-Functional Coordination — Partner with field marketing, demand generation, and sales operations to anticipate lead volumes, align on timelines, and communicate delivery status.

Milestones

Within One Month:

Learn WatchGuard’s lead management workflow from source capture through Marketo and into Salesforce

Audit current lead upload processes and get hands-on with the enrichment and AI tools in use

Begin owning day-to-day lead processing with close support

Within Three Months:

Fully own the lead intake and processing workflow across events and marketing activities

Establish clear SLAs for upload timeliness and data quality

Ship your first automation improvement to an existing manual process

Within Six Months:

Maintain a documented, repeatable lead processing playbook across all major lead sources