omplexity! Can you even bear to hear this word anymore? Everything is becoming more complex in marketing—and therefore more challenging: processes, strategies, software solutions, and marketing teams. But there’s no way around it: the entire structure needs and demands to be orchestrated and aligned toward communicative success. So who’s holding the reins here? Who is modernizing marketing with regard to digitalization and technologization? Until not too long ago barely noticed, the Head of Marketing Operations today occupies one of the key positions in the entire marketing setup of (especially larger) companies. That’s why we’re introducing you to what may currently be the most exciting and most modern job in the marketing world. Who has what it takes to be a MOPster?
Heads of Marketing Operations are jack-of-all-trades who have a wide range of tasks and need a broad skill set. They are responsible for the strategic direction of marketing within the company while also executing complex processes and workflows. As leaders, they are responsible for guiding their technical team and driving it to success.
That still sounds very broad. According to martech.org, Marketing Operations Leaders fulfill the following four roles:
Modernizers:
Good Marketing Operations Leaders set themselves the mission of modernizing MarTech within the company. They are familiar with original and innovative trends, keep an eye on the latest developments on the market, and bring plenty of ideas.
Orchestrators:
In addition, Heads of Marketing Operations are responsible for creating connections within the marketing department and beyond. This multifunctionality serves to combine campaigns with the customer journey. Accordingly, they must always be familiar with customer behavior and relevant market trends.
Psychologists:
The demanding task of reading customers’ minds also falls to Marketing Operations Leaders. They interpret customers’ interest in and interaction with the brand. That’s why it’s important to have a good understanding of emotions and decision-making processes.
Scientists:
Last but not least, Heads of Marketing Operations should bring a scientific mindset. Like in a lab, it’s about repeatedly testing and evaluating new ideas. Unconventional “mad scientist” suggestions are often welcome, as they bring a breath of fresh air to Marketing Operations. Go for it!
Still unsure what a Head of Marketing Operations does all day? Heads of Marketing Operations are responsible for the entire marketing operations department. Their job is to guide the Marketing Operations Managers and ensure that the operational aspects of marketing initiatives work properly.
In addition, a Head of Marketing Operations manages performance and improvements to results within the marketing department and oversees marketing software. This also includes carrying out updates and testing new ideas.
Here’s an overview of the responsibilities of Heads of Marketing Operations:
Strategy:
A Head of Marketing Operations or Marketing Operations Leader plays an important strategic role. This person is responsible for defining, automating, and integrating marketing operations processes—turning a strategy into real marketing actions.
Analysis:
These pros are also tasked with regularly testing and evaluating new marketing tactics and strategies. This is the basis that makes innovation possible in the first place. Existing MarTech solutions are also analyzed for efficiency and, if necessary, improved or replaced.
Collaboration:
The role is highly collaborative. Marketing Operations Leaders often maintain a close relationship with the IT department to, for example, optimize CRM systems, acquire new marketing technologies, manage Meta Data, and implement improvements on the website. Collaboration with the Sales team and other stakeholders is equally important in order to connect and embed marketing optimally across the entire company.
Heads of Marketing Operations have to meet quite a few requirements before they land this demanding and exciting job. They usually need a master’s degree or even a doctorate in a relevant field such as marketing, IT, or business administration.
In addition, at least ten years of work experience in a management position in a complex, demanding environment is required. Ideally, the Marketing Operations leader has experience as a Senior Marketing Operations Officer. Skills such as project and program management, creating marketing plans, leadership qualities, and experience in financial planning are highly valued.
Excellent analytical and technical skills in the area of MarTech are extremely important: data analysis, new MarTech solutions, and assessing and optimizing the current MarTech stack are part of the daily bread.
Last but not least, the soft skills should be mentioned, which are also central to this role. Heads of Marketing Operations should be very good with people, bring a lot of initiative, have strong leadership experience, and be as inspiring as they are approachable. This is how they can convince their team of the vision for Marketing Operations.
One thing is clear now: every larger company should have Marketing Operations Leaders. They bring the major advantage of leading marketing and thus serving as a clear point of contact. In addition, they support other marketing leaders such as the Head of Marketing, Chief Marketing Officer, or the Head of MarTech in planning and executing the company’s marketing strategy.
Another advantage of hiring a Head of Marketing Operations is that this person keeps an eye on the Brand Marketing Calendar, aligns it with sales strategies, and thus contributes significantly to the company’s goals. Continuous improvements in efficiency in the areas of MarTech and marketing strategy through innovative solutions are part of the role. A broad portfolio, in other words!
In addition, Heads of Marketing Operations are true multi-talents who collaborate with other departments to support programs and campaigns. This leads to more efficient processes within the company. The detailed plans that a Head of Marketing Operations creates serve as a roadmap for multiple departments at once and contribute significantly to the company’s financial success.
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and much more!
Till Zier is CPO at Matchilla and, as a MarTech expert, reports in MatchZINE on news and trends in marketing, automation, analytics, and data.
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