Marketing Ops Specialist

About Bettera

Bettera is a higher-education-focused consulting and services company helping colleges and universities improve student, faculty and staff experiences through ServiceNow, better workflows and automation.

About the Role

We are looking for a Marketing Operations & Demand Generation Specialist to help run and strengthen our marketing engine. This is a hands-on role across HubSpot, email and nurture campaigns, paid media, audience management, events and reporting — ensuring campaigns reach the right higher-ed audiences and engagement turns into meaningful conversations.

Were looking for someone who is organised, curious, comfortable with data and eager to experiment, learn and improve how campaigns perform.

Key Responsibilities

1. Marketing Operations & HubSpot
   

• Manage day-to-day marketing operations in HubSpot, including contacts, lists, forms, workflows, campaigns and lifecycle stages.
  

• Set up and maintain nurture and re-engagement workflows.
  

• Maintain CRM data quality through list cleanup, deduplication and field validation.
  

• Ensure campaign tracking, UTMs and attribution are correctly set up.
  

• Maintain simple dashboards and campaign reports.
  

2. Campaign & Email Execution
   

• Execute campaigns from setup and audience creation through launch, monitoring and reporting with accurate process documentation.
  

• Build and schedule email campaigns and nurture sequences in HubSpot.
  

• Coordinate campaign timelines and assets across email, landing pages, social and other channels.
  

• Run A/B tests across subject lines, CTAs, messaging and audiences.
  

• Monitor campaign performance and make ongoing improvements based on engagement and conversion data.
  

• Repurpose existing Bettera content, case studies and thought leadership across nurture and campaign journeys.
  

3. Paid Media
   

• Set up and manage paid campaigns across platforms such as LinkedIn Ads and Google Ads.
  

• Build and refine target audiences aligned with Betteras higher-education ICP.
  

• Coordinate ad copy and creative requirements with the wider team.
  

• Monitor budgets, reach, CTR, CPC, conversions and lead quality.
  

• Track paid campaign performance through HubSpot and connect engagement to downstream outcomes.
  

• Identify opportunities to improve audiences, creative, messaging and spend.
  

4. Lead Management & Audience Data
   

• Maintain Betteras database of target higher-education institutions and relevant decision-makers.
  

• Support contact research, enrichment and validation using LinkedIn, Apollo and similar tools.
  

• Monitor engagement signals and identify contacts and institutions showing increased interest.
  

• Support lifecycle progression and ensure qualified leads are surfaced with the right context for follow-up.
  

• Maintain accurate audience lists and campaign segmentation.
  

5. Event Marketing & Reporting
   

• Support marketing campaigns around higher-education conferences, webinars and other events.
  

• Build event registration, meeting-booking and follow-up workflows.
  

• Manage event-specific lists, email campaigns and paid promotion.
  

• Track engagement from pre-event outreach through post-event follow-up.
  

• Report on campaign performance across reach, engagement, conversions, lead quality and meetings.
  

• Surface simple recommendations on what should be repeated, changed or tested next.
  

Requirements

Skills & Qualifications

• Bachelors degree in Marketing, Business, Communications, Digital Marketing or a related field.
  

• 3–6 years of experience in marketing operations, demand generation, digital marketing or campaign execution.
  

• Hands-on experience with HubSpot, including contacts, lists, forms, email campaigns and workflows.
  

• Experience executing or supporting paid digital campaigns, ideally LinkedIn Ads and/or Google Ads.
  

• Experience with email marketing, audience segmentation and nurture campaigns.
  

• Working understanding of campaign metrics, UTMs, conversion tracking and basic attribution.
  

• Comfortable working with data, spreadsheets and campaign reporting.
  

• Strong attention to detail and ability to manage multiple campaigns and deadlines.
  

• Good written and verbal communication skills.
  

Good to Have

• Experience in B2B marketing, SaaS, consulting or technology services.
  

• Familiarity with LinkedIn Campaign Manager, Apollo or similar prospecting and enrichment tools.
  

• Basic understanding of account-based marketing, CRM lifecycle stages and lead scoring.
  

• Familiarity with SEO, landing pages or website analytics.
  

• Exposure to ServiceNow or enterprise technology.
  

• Experience marketing to universities, colleges or the broader higher-education sector.
  

Signs you may be a great fit

• Ownership: Lead and manage end-to-end Salesforce development on a key platform
  

• Impact: Work directly with business stakeholders to drive real outcomes
  

• Growth: Opportunity to evolve into architecture or technical leadership roles
  

• Culture: Collaborative, fast-paced, and engineering-driven environment