Overview
The Director of Marketing Operations & Digital is a strategic and operational leader responsible for transforming Marketing into a disciplined, data-driven growth engine. Reporting directly to the CMO, this role will architect and scale the systems, processes, analytics, and digital experiences that power demand generation, revenue acceleration, and measurable enterprise value creation.
This leader will combine operational rigor with digital innovation, building the infrastructure that enables marketing and sales alignment, pipeline visibility, performance accountability, and modern buyer engagement.
Critically, this role will also lead the CBTS AI-first marketing transformation. As BCG research confirms, 96% of CMOs believe AI is driving end-to-end transformation of their function but only about a third have moved beyond the basics. This leader will put CBTS in that top tier: designing, deploying, and scaling AI agents and autonomous workflows that transform marketing from a cost center into a strategic growth engine. This is not a role for someone who uses AI tools. It's for someone who builds with them and who understands that the larger opportunity is not efficiency, it's growth.
AI-First Leadership & Marketing Agent Development
This is a differentiating priority. As AI agents increasingly mediate how buyers discover, evaluate, and choose technology partners, CBTS needs a leader who can build for both human and machine audiences and who can turn AI-generated customer intelligence into enterprise strategy.
- Lead the design, build, and deployment of AI agents across marketing functions including intake and routing, MDF automation, spend reconciliation, event management, content operations, and lead management.
- Serve as the internal CBTS AI subject matter expert and evangelist for marketing: driving adoption, capability building, and governance across the Marketing Team.
- Build a new class of market intelligence capability using agentic AI signals: track customer intent, goals, and decision context beyond traditional keyword and click data, and translate those signals into enterprise strategy.
- Monitor how AI platforms compare, rank, and recommend CBTS offerings. Work cross-functionally to ensure brand promise and operational performance remain aligned (AI agents now evaluate gaps between what brands claim and what they deliver at scale).
- Partner with the CMO on AI strategy, executive storytelling, and CBTS's AI-first marketing operating model as a board- and client-facing narrative.
- Identify, pilot, and scale agentic use cases; document and systematize what works for the broader team.
- Stay ahead of the curve on emerging marketing AI capabilities from autonomous agents and LLMs to intent intelligence and predictive analytics.
Marketing Operations & Revenue Infrastructure
- Own the marketing tech stack strategy, architecture, and optimization — CRM, marketing automation, intent data, ABM platforms, and analytics tools.
- Drive end-to-end lead lifecycle management, ensuring clear SLAs, routing accuracy, and pipeline transparency; lead CBTS's transition from MQL to MQA (Marketing Qualified Account) model.
- Establish marketing performance measurement frameworks tied to pipeline, revenue, and ROI — including a brand-to-revenue causal chain and emerging agent-mediated influence metrics (share of AI mentions, citation rates, recommendation rates).
- Partner with Sales Operations and Growth Marketing to align on reporting, forecasting, attribution, and funnel analytics.
- Build scalable processes that support growth, M&A integration, and cross-functional alignment.
- Manage marketing budget tracking, performance reporting, and investment optimization — delivering real-time spend visibility and exec-ready financial reporting.
Digital Strategy & Experience
As BCG research shows, 43% of B2B journeys are now research-led across an average of 15+ touchpoints and 85% of buyers who use AI tools rank them among their top five most influential research sources. The CBTS digital presence must be built for both human attention and machine evaluation.
- Lead website strategy, optimization, and performance — ensuring CBTS.com and OnX.com digital properties function as conversion engines aligned to ICP and priority industries, and are structured for AI discoverability and credibility.
- Own HubSpot CMS migration and ongoing web governance, including the P1–P4 edit prioritization framework and agency/vendor relationships.
- Drive digital demand generation across paid media, SEO/SEM/AEO, retargeting, and account-based strategies including emerging Answer Engine Optimization (AEO) as AI-mediated search reshapes discovery.
- Optimize user journey, conversion paths, and content engagement through data and experimentation.
- Oversee marketing analytics dashboards and executive reporting across GA4, HubSpot, Salesforce, 6Sense, SEMrush, and Meltwater.
- Implement testing frameworks (A/B, multivariate) to continuously improve digital performance.
Email Marketing & Lead Management
- Own end-to-end email marketing execution: strategy, segmentation, automation, deliverability, and performance.
- Manage the campaign calendar, nurture flows, and executive communications cadence; drive KPIs including open rate, CTR, unsubscribe rate, and pipeline influence.
- Own the lead lifecycle from capture through handoff — forms, scoring, routing, and SLA management in HubSpot and Salesforce.
- Partner with Sales to optimize lead quality, follow-up velocity, and conversion rates.
Data, Insights & Performance Management
- Develop KPI frameworks and automated reporting dashboard aligned to business growth objectives, including Tier 1 metrics (share of search, branded traffic, 6Sense intent velocity, HubSpot MQA mix, Salesforce win rate by lead source) and emerging agent-mediated influence indicators.
- Deliver executive-level reporting and insights to the CMO and leadership team; build toward board-level marketing visibility.
- Reinvent intelligence-to-action workflows: use AI to democratize access to customer intelligence and connect decision makers across CBTS to a shared view of buyer intent — informing not just how CBTS goes to market, but what it brings to market.
- Automate and improve Salesforce accuracy, lead flow, and intent data analysis to drive revenue growth in partnership with Revenue Operations.
- Ensure data hygiene, governance, and compliance (GDPR, CAN-SPAM, and applicable data regulations).
Team Leadership
- Lead a high-performing marketing operations and digital team including agency partnerships; build the AI capability of the function from within.
- Foster a culture of accountability, precision, experimentation, and continuous improvement.
- Serve as a strategic thought partner to the CMO and cross-functional leaders including Sales, Finance, and IT, with the credibility and data fluency to influence decisions at the executive level.
Platform Expertise
- HubSpot — CRM, CMS, email, automation, and reporting (deep expertise required)
- Salesforce — pipeline reporting, lead routing, campaign attribution, and Sales alignment
- 6Sense — intent data, account scoring, campaign orchestration, and ABM activation
- Google Analytics 4 (GA4) & Google Search Console — web analytics and SEO/AEO performance
- SEMrush — share of search, competitive intel, keyword and AI visibility tracking
- Claude / Anthropic API — AI agent development and workflow automation
Qualifications
- 15+ years of progressive experience in Marketing Operations, Revenue Operations, or Digital Marketing leadership.
- Demonstrated experience designing, deploying, or managing AI tools, marketing automation agents, or intelligent workflow systems, not just using them.
- Proven experience managing marketing technology ecosystems (Salesforce, HubSpot, 6Sense, and related platforms).
- Strong analytical and financial acumen with demonstrated impact on pipeline and revenue growth.
- Experience aligning marketing and sales through shared metrics, operating rhythms, and data infrastructure.
- Familiarity with or curiosity about agentic AI's impact on B2B buyer journeys, brand discoverability, and marketing operating models.
- Executive presence with the ability to translate complex data into strategic insights and board-level narrative.
- Experience in B2B technology or managed services environments strongly preferred.
