ANNA YAMAMOTO
Marketing Operations
New York,NY
Summary
10+ years of experience in Marketing operations and analytics in a B2B setting. Demonstrated successes building a marketing ops foundation from the ground-up. A dynamic leader passionate about collaborating across teams to scale processes and systems that improve efficiency, maintain data integrity, and enable smarter, data-driven business decisions.
Overview
11
11
years of professional experience
Work History
Senior Marketing Operations Manager
TRANSFR
10.2023 - 02.2025
- Partnered with SDR leadership to redesign follow-up processes, improving responsiveness by 90% and enabling quicker qualification for sales handoff; implemented a lead rating and scoring model to prioritize qualified leads, enhance routing accuracy, and strengthen Sales alignment.
- Built standardized campaign naming and UTM framework to ensure accurate reporting and consistent attribution across all channels.
- Collaborated with Event Marketing and Sales to streamline post-event processes, including automated lead imports, lead assignment, reporting, and performance analytics; regularly audited and troubleshot event data, identifying an additional $1M in bookings and $2.5M in pipeline, resulting in more accurate forecasting and improved attribution reporting.
- Worked with RevOps to build a custom attribution model in Domo and developed reports/dashboards to provide clearer visibility into Marketing’s contribution to pipeline and revenue.
- Led cross-functional projects across Marketing and Sales, streamlining workflows and establishing clear accountability and timelines to ensure consistent execution and alignment.
- Evaluated, implemented, and optimized new technologies to improve automation, targeting, lead management, and reporting capabilities.
Senior Marketing Operations Manager
Attentive
10.2019 - 01.2023
- Led the Marketing Operations team, owning the roadmap and setting strategic priorities aligned with the company’s goals.
- Executed 50+ high-impact deliverables per month, spanning complex campaigns, systems optimization, analytics, and reporting.
- Owned the marketing automation platform (Hubspot), enabling scalable automation and driving adoption among Marketing and Sales teams.
- Implemented data governance standards, improving data quality and reporting accuracy.
- Redesigned lead scoring and lifecycle metrics with GTM stakeholders, improving sales efficiency through automated lead routing and a structured follow-up process.
- Operationalized Customer Marketing programs including automated NPS and product feedback surveys, onboarding journeys, lifecycle nurtures, and a customer referral program, to support activation and retention at scale
Marketing Operations Manager
Return Path
05.2014 - 06.2019
- Developed Marketing’s goal model and guided GTM strategy through lead forecasting, planning, and performance insights.
- Monitored, analyzed, and reported on GTM performance, including pipeline contribution, program ROI, and demand gen efficiency; led the biweekly “Pipe Council” with Marketing, Sales, and Product leadership to surface pipeline trends and identify growth opportunities.
- Built 50+ Salesforce dashboards and reports to evaluate performance across Marketing, Sales, and Sales Development
- Implemented BrightFunnel (now Terminus Hub) and built a custom multi-touch attribution model to measure Marketing’s impact on total new business, upsell, and retention.
Education
Bachelor of Science - Business Administration, MIS
Northeastern University
Boston, MA2010
Skills
Attention to detail
Problem-solving
Teamwork/Collaboration
Leadership
Data analysis & reporting
Campaign operations
Lead scoring
Marketing automation
Multi-touch attribution
Critical thinking
Tech-savvy
Timeline
Senior Marketing Operations Manager
TRANSFR
10.2023 - 02.2025
Senior Marketing Operations Manager
Attentive
10.2019 - 01.2023
Marketing Operations Manager
Return Path
05.2014 - 06.2019
Bachelor of Science - Business Administration, MIS
Northeastern University
Software
Salesforce CRM, Hubspot, Marketo, Clearbit, Looker, Domo, Chilipiper, LeanData, Zapier, GA4, Google Tag Manager, Microsoft Excel, Monday.com, Terminus, Opensense