Senior Marketing Operations Manager

PandaDoc is a company that empowers organizations by providing an all-in-one document workflow automation platform. They are seeking a Senior Marketing Operations Manager to own the systems and lifecycle infrastructure that drive marketing growth, focusing on both product-led and sales-assisted growth motions.

Responsibilities:

• Own the end-to-end lifecycle (Lead → MQL → PQL → SQL → Pipeline) across both PLG and sales-assisted motions, with particular focus on the boundary between them: when does a self-serve user become a sales opportunity, and how do we route them without destroying unit economics or rep efficiency?
• Define and enforce stage definitions, SLAs, and handoff processes
• Improve MQL → SQL and PQL → Opportunity conversion rates with a clear-eyed view of which conversions actually create value vs. shift buyers between channels
• Incorporate product usage signals, free-to-paid behavior, and account-level firmographic data into lifecycle and routing frameworks
• Identify and resolve funnel breakdowns through data, root-cause analysis, and well-designed experimentation
• Partner with Data Science to design the methodology for marketing and funnel experiments: clean control groups, incrementality measurement, and experiment designs that produce learnable results
• Partner with Data and Marketing to ensure that pricing, packaging, and campaign experiments can actually answer the questions they're designed to answer, before they launch
• Build the instrumentation to measure whether changes in funnel performance reflect real behavior change vs. channel shifting or selection effects
• Own and optimize our marketing tech stack: HubSpot, Salesforce, ZoomInfo, Clearbit, and attribution tooling
• Build and maintain workflows, automations, and integrations with strong data quality and governance practices
• Ship AI-assisted workflows in production: LLM-based enrichment, predictive scoring, intelligent routing
• Partner closely with GTM Engineering and Data Engineering on warehouse-native integrations and activation layers
• Build multi-dimensional lead and PQL scoring models using firmographic, behavioral, and product usage signals, with the explicit goal of separating self-serve converters from sales-ready accounts so we allocate rep capacity where it actually creates incremental revenue
• Design segmentation frameworks for targeted campaigns, lifecycle programs, and territory-aligned routing
• Maintain and evolve routing logic aligned to our GTM structure (territory, segment, product line) as the org scales
• Build and maintain dashboards covering funnel conversion, speed-to-lead, campaign performance, and multi-touch attribution
• Surface actionable insights and optimization opportunities to Marketing, Sales, and leadership, not just 'what happened' but 'what should we do differently.'
• Create the reporting infrastructure that lets the team evaluate GTM experiments and pricing decisions with confidence
• Improve lead follow-up, acceptance rates, and SLA adherence. Ensure marketing programs are calibrated to sales capacity and coverage, not just lead volume targets
• Co-own funnel instrumentation, attribution methodology, and the product usage data pipelines that feed scoring and lifecycle models with our VP of Data and her team
• Participate in pricing, packaging, and GTM architecture discussions

Requirements:

• 5+ years in Marketing Operations, Revenue Operations, or GTM Systems in a high-growth SaaS environment running both PLG and sales-assisted motions (not one or the other; both, ideally at the same time with the same product)
• Strong hands-on experience with HubSpot and Salesforce: workflows, automation, custom objects, reporting. You can build it yourself, not just spec it
• Proven track record building lead lifecycle, scoring, and routing systems, specifically in environments where PLG and sales-assisted motions compete for the same customers
• Has built or deployed at least one AI/ML-powered workflow in production: predictive scoring, LLM-based enrichment, intelligent routing, or equivalent. We're not looking for 'strong curiosity'; we need someone who's shipped it
• Strong analytical skills. SQL proficiency preferred; at minimum, you can frame questions precisely enough that your data partners can run with them
• You're a builder, not a spec writer. You drive work forward without waiting for permission, you're direct when something isn't working, and you close the gap between what you build and the impact it creates
• You're curious enough to learn the business context behind the systems you own, empathetic enough to earn trust across Sales, Data, and Marketing, and scrappy enough to ship before it's perfect
• You bring energy and intellectual curiosity to the work, not just competence