Marketing Operations & Automation Analyst

About the role

You will own the end-to-end intake, cleansing, enrichment, and routing of leads from global marketing activities to ensure sales receives high-quality, actionable leads. You will manage the lead-processing engine by leveraging AI-powered tools and designing automated workflows that improve data quality before leads ever load into Marketo and Salesforce. You will identify manual, repetitive steps in the lead lifecycle and build workflows, integrations, and automation to eliminate them, allowing the team to focus on higher-value work. You will work closely with demand generation, sales operations, and field marketing teams to ensure consistent and efficient lead handling across all touchpoints. This role reports to the Director of Marketing Operations and is part of the broader Revenue Marketing team, giving you direct impact on the quality and speed of WatchGuard's marketing funnel from day one. You will continuously evaluate and refine the lead-processing engine to make it faster, smarter, and less manual over time.

Key facts

What you'll do

• Lead intake and processing ownership for events, webinars, content syndication, and campaigns, ensuring raw lists move through enrichment waterfalls and are ready for Marketo and Salesforce.
• Run data enrichment processes using tools such as Clay, Lusha, ZoomInfo, and AI-powered solutions to cleanse, normalize, and fill firmographic gaps in lead records.
• Apply and enforce data standards across all incoming lead sources, including field formatting, deduplication, persona tagging, and required field completion.
• Maintain data quality metrics and visibility, proactively flagging systemic issues and tracking hygiene trends across marketing activities.
• Ensure processed leads are routed to the correct Salesforce queues and owners per established routing rules, and resolve mis-assignments with urgency.
• Identify manual or repetitive steps in lead processing and build automated solutions using n8n, Zapier, Make.com, and AI tools to eliminate bottlenecks.
• Support demand generation colleagues with smart list requests, segmentation, and list uploads in Marketo while upholding data standards.
• Track and report on lead upload timeliness and data quality benchmarks, providing regular updates to marketing operations leadership against defined SLAs.
• Partner with field marketing, demand generation, and sales operations to anticipate lead volumes, align on timelines, and communicate delivery status.
• Assist with campaign setup, program configuration, and data segmentation requests to keep marketing initiatives running smoothly.
• Continuously measure SLA performance and data quality metrics, bringing a continuous improvement mindset to workflows and tools.
• Document and refine lead processing playbooks for major lead sources to create repeatable, scalable workflows.
• Drive measurable improvements in data hygiene and lead-to-contact conversion rates in Salesforce through optimized processes.
• Use AI-powered tools to surface buying signals and intent data, triggering automated go-to-market plays where appropriate.
• Maintain clear communication with sales and marketing stakeholders to ensure leads are handled consistently and efficiently.

Requirements

You have 2-4 years of experience in marketing operations, sales operations, or a data-focused marketing role.

You have hands-on experience with lead processing, data cleansing, and enrichment workflows in a B2B environment.

You are comfortable working with Marketo, Salesforce, and common marketing and sales data platforms.

You have practical experience using automation tools such as n8n, Zapier, or Make.com to streamline marketing operations.

You have experience applying AI-powered data enrichment and automation tools to improve lead quality and processing efficiency.

You understand field marketing, demand generation, and sales operations coordination, including how leads move from capture to engagement.

You are detail-oriented and able to manage high volumes of leads while maintaining strict data quality standards.

You are comfortable prioritizing tasks and managing SLAs in a fast-paced, deadline-driven environment.

Nice to have

Experience with Clay, Lusha, and ZoomInfo for lead enrichment and firmographic data.

Familiarity with WatchGuard's lead management process and security-focused GTM motions.

Experience building automation workflows that incorporate buying signals and intent data.

Practical notes

This is a regular full-time position based in São Paulo, Brazil.

Hours are aligned with standard business hours to support cross-functional teams in multiple time zones.

No immediate travel requirements are specified.

Candidates must meet the outlined experience and tool requirements as hard eligibility criteria.

The role focuses on improving data quality, automation, and scalability of lead processing with measurable impact on conversion and SLA performance.