Salesforce CRM
ANNA YAMAMOTO
Marketing Operations
New York,NY
Summary
10+ years of experience in Marketing operations and analytics. A self-starter with the desire to constantly improve, scale, and build with automation and repeatable processes. Dedicated team member who is ready to roll up her sleeves to do whatever is needed to get the job done. Demonstrated success building a marketing ops foundation from the ground-up. Driven with a passion for empowering others to work efficiently and to make better business decisions with data.
Overview
13
13
years of professional experience
5
5
years of post-secondary education
Work History
Senior Marketing Operations Manager
Attentive
New York, NY
10.2019 - 01.2023
- Managed our marketing automation platform, Hubspot, serving as the subject matter expert on list building, form fields, complex workflow automations, software integrations, and data hygiene.
- Collaborated with Marketing Lifecycle Team to define lead scoring and funnel metrics; worked cross-functionally with Sales Operations and Sales Development to implement a lead routing/follow-up process.
- Developed and streamlined campaign operations in tandem with the implementation of attribution software (Full Circle); defined Salesforce campaign naming conventions, hierarchies, UTM parameters, and overall input process through Hubspot workflows.
- Owned the marketing operations roadmap, ensuring marketing technology is evaluated, implemented, and customized to meet the needs of the marketing department and the business.
- Partnered with Customer Marketing on key strategic initiatives, such as automated NPS and other product feedback surveys, client onboarding and nurture programs, and the operational setup and maintenance of the customer referral program.
Marketing Operations Manager
Return Path
New York, NY
05.2014 - 06.2019
- Developed Marketing's goal model and provided guidance on GTM activities through lead forecasting and planning.
- Monitored, analyzed, and reported on the performance of go-to-market activities, including pipeline contribution, program return on investment, and demand generation; managed ‘Pipe Council,' a biweekly meeting with Marketing, Sales, and Product leadership in which I presented pipeline trends.
- Created 50+ Salesforce reports and dashboards to measure the performance of Marketing, Sales, and Sales Development teams.
- Implemented Brightfunnel (now Terminus Hub); created a custom multi-attribution model to measure Marketing's influence on total new business, and client upsell and retention.
Senior Marketing Analyst
Experian Data Quality
Boston, MA
07.2010 - 05.2014
- Supported and improved Marketing automated processes, including lead scoring (Eloqua), lead imports, pre-Sales CRM, and data entry.
- Executed 20+ monthly Marketing reports accurately to meet strict deadlines.
- Worked cross-functionally with Sales and Customer Success on several complex projects, such as analyzing NPS results and tracking sales conversion.
Education
Bachelor of Science - Business Administration, MIS
Northeastern University
Boston, MA 09.2005 - 06.2010
Skills
Attention to detail
undefinedSoftware
Hubspot
Marketo
Looker
Google Analytics
Microsoft Excel
Zapier
Timeline
Senior Marketing Operations Manager
Attentive
10.2019 - 01.2023
Marketing Operations Manager
Return Path
05.2014 - 06.2019
Senior Marketing Analyst
Experian Data Quality
07.2010 - 05.2014
Bachelor of Science - Business Administration, MIS
Northeastern University
09.2005 - 06.2010
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