We’re looking for a Marketing Business Analyst with hands-on Marketo experience to help shape lead management, lifecycle strategy, and campaign operations for a dynamic B2B environment. This role partners closely with cross-functional teams to define requirements, improve sales handoff processes, and support marketing initiatives from discovery through UAT.

Responsibilities

• Lead and facilitate workshops to define lead management workflows, lifecycle stages, and MQL/SQL criteria.
• Document requirements for lead capture across web forms, paid media, and other inbound channels.
• Collaborate on lead scoring models and routing rules that connect qualified prospects to sales in Salesforce.
• Help shape segmentation and cross-sell strategies for different audience groups.
• Write clear requirements for nurture campaigns, including entry, exit, and suppression logic.
• Capture compliance-related requirements, including disclosure and opt-out needs.
• Define reporting needs and success metrics such as conversion, attribution, and pipeline visibility.
• Maintain user stories and acceptance criteria, and support teams through build, testing, and user acceptance testing.

Skills

• Experience as a business analyst, product manager, or similar role focused on marketing operations or lead management.
• Working knowledge of Marketo and Salesforce.
• Ability to translate business needs into detailed requirements and user stories.
• Strong facilitation, communication, and stakeholder management skills.
• Familiarity with campaign workflows, lead routing, scoring, and reporting concepts.
• Comfort working in a collaborative environment with cross-functional partners.
• Strong attention to detail and the ability to organize complex information clearly.

Preferred Skills

• Experience supporting B2B marketing programs and cross-sell initiatives.
• Background in funnel strategy, campaign attribution, and KPI definition.
• Experience working with compliance or consent requirements for marketing programs.
• Hands-on support through testing and implementation phases.
• Ability to balance strategic thinking with practical execution.

Horizontal Talent is committed to fostering an inclusive workplace where diverse perspectives are valued and respected. We welcome candidates of all backgrounds and are dedicated to creating equitable opportunities for everyone.