Marketing Operations Specialist

HyperVerge is a deep tech AI company that provides identity verification solutions for companies in the BFSI, Crypto, Ed-tech, Telecom etc spaces. Our home grown AI powers large enterprises like LinkedIn, Jio, SBI etc, and startups like Cred, MPL, MoneyTap, ZestMoney, Kissht, etc. Our system has powered 750 million+ AI based automated ID checks so far.

HyperVerge aims to be a $100M revenue company in the next 4 years and the journey to $100M will need an amazing marketing team to drive the growth of HyperVerge. Fields like AI, BFSI, Gaming are full of complex ideas that need unpacking, structuring and presentation to enable better dialogue with our target customers.

Mission:

At HyperVerge, the marketing team’s mission is to persuade decision makers/ users of identity verification and KYC solutions to make HyperVerge as their first choice. We will drive engagement with relevant stakeholders by increasing brand presence, doing performance marketing, conducting online & offline events and PR activities.

Marketing Operations will be working with cross-functional teams to help define, drive, test, and execute aggressive multi-channel marketing campaigns to drive customer acquisition.

OUTCOMES – FIRST YEAR:

Goals

• Within the first month, build a deep understanding of the products, customer segments, internal teams and processes
• Define and run a very efficient, high velocity system to build lead lists, run marketing campaigns, working in collaboration with growth marketers, designers, content marketers and product marketers
• Ensure MAP Hygiene and adherence to defined processes

RESPONSIBILITIES:

Marketing Operations:

• Email List Management
• Within the first month, build a deep understanding of the products, customer segments, internal teams and processes
• Define and run a very efficient, high velocity system to build lead lists, run marketing campaigns, working in collaboration with growth marketers, designers, content marketers and product marketers
• Ensure MAP Hygiene and adherence to defined processes’

Event Campaigns:

• Support the growth marketing team with pre-event and post event activities – database building, email campaigns etc

Lead Management

• Manage lead flow from various channels – website forms, third-party lead forms, landing pages etc. into Hubspot
• Define process and ensure data quality/ accuracy across the entire lead to customer process by liaising closely with Sales Ops, performance marketing and customer success teams
• Constantly work with sales and customer success teams to refine sales processes to maximise conversions

Tools & Automation

• Manage the MarTech stack, constantly identify areas to make it more efficient.
• Define and own automations for all marketing processes. Ensure data integration and flow across multiple systems and tools.
• Lead marketing automation efforts to build best-in-class nurture programs that focus on adding value to the pipeline.
• Develop and implement custom workflows to enrich leads, populate attribution flow, capture lead source info, qualify leads based on scoring, track anonymous website tracking using cookies etc

Documentation

• Document all processes that have been defined from an operations perspective, all CRM properties that have been defined, all workflows that have been created.
• Manage and constantly update repository of all collaterals related to marketing’

Analytics & Reporting, Troubleshooting

• Maintain marketing dashboards & reports to track important metrics, KPIs, pipeline management, campaign goals, marketing efforts, lead flow and end-to-end customer journey
• Assist demand gen teams with data / insights as needed.
• Create and maintain metrics reports on marketing and sales activities, effectiveness and business impact (RoI).
• Identify areas where processes are breaking, problems in the lead lifecycle, areas to improve campaign performance. Present analysis and findings to a variety of internal audiences.
• Troubleshoot issues/tickets raised by BU Marketers and by Sales with regards to lead management, marketing automation, systems integration, and reporting.

Onboarding

• Own the onboarding and training of new members of the Marketing team, from a systems, process, and marketing automation perspective.

Planning & Forecasting

• Address the modelling and forecasting needs of the Marketing team – build models to arrive at marketing targets for the year/quarter/month

Hubspot CRM Management & Hygiene:

• CRM Processes & Hygiene
• Setup, streamline and track marketing automation processes in HubSpot
• Establish and maintain scalable processes that ensure best practices in campaign, lead management and attribution

Lead Scoring

• Maintain and expand the lead scoring model, ensuring that it is robust, fit-for-purpose, properly calibrated, and is being developed and refined to incorporate more intelligence.

Attribution

• Define/ change attribution methodology and model if necessary
• Ensure accuracy of attribution for each lead that enters CRM

Dashboards

• Build and maintain marketing reporting dashboards to track important metrics

REQUIREMENTS:

• 5+ years of experience running CRM and Marketing operations at a B2B SaaS company.
• Comfortable working with large data sets conducting complex analysis, converting results into actionable business decisions.
• Strong stakeholder relationship management skills. Strong networking skills with the ability to build and maintain strong relationships with business teams.
• Extensive experience in data collection, manipulation and reporting
• Strong understanding of processes, Hubspot, and marketing tools
• Comfortable with basic Excel functions, pivot tables, graphs and visualisation

COMPETENCIES:

Honesty/Integrity

• Does not cut corners ethically. Earns trust and maintains confidence.
• Does what is right, not just what is politically expedient. Speaks plainly and truthfully.

Communication

• Speaks and writes clearly and articulately. Maintains a high standard in all forms of written communication, including e-mail.
• Public speaking: has the ability to speak to large groups of people and capture their attention.

Self-Starter & Team Player

• High level of motivation, proactive, self-starter with ability to quickly identify what needs to be accomplished, craft and drive a solution, strong personal initiative and good judgement
• Works well with cross-functional teams; overcomes obstacles by collaborating with others in the team
• Works proactively without always being told what to do

Efficiency and Execution

• Able to produce significant output with minimal wasted effort in a timely manner. Focuses on key priorities
• Handles pressure well – performs well under pressure; adheres to timelines, sets goals for self and stays focused
• Adjusts quickly to changing priorities and conditions. Copes effectively with complexity and change.

Tools

• Proficient with HubSpot, Webhooks, Zapier, Lead Generation tools like Apollo, Lusha, ZoomInfo, databases like Crunchbase, Pitchbook, Intent Data tools like G2, Analytics tools like Semrush, Google Analytics.
• Positive Energy & Enthusiasm
• Brings positive energy to every conversation; infuses energy and inspires others
• Exhibits passion and excitement over work. Has a can-do attitude.
• Possesses a strong willingness to work hard and get the job done.

Learning

• Intellectual curiosity – loves to ask questions and demonstrates ability to quickly and proficiently understand and absorb new information
• Enthusiastic about trying new approaches, best practices, and ideas and not overly attached to what has worked in the past

Attention to Detail

• Strong attention to detail – does not let any detail slip through the cracks
• Discipline while extracting and handling data

Tagged as: Marketing Operations