Marketing Operations

Core Responsibilities Day-to-Day Lead → System→ Pipeline Tracking - - Own the daily reconciliation of leads across three sources of truth: the ad platform, the landing page or form backend, and the CRM. Any variance is investigated the same day, not carried forward. - Ensure every lead enters the CRM with complete attribution — source, campaign,ad set, creative, UTM parameters, landing page, device and timestamp. Leads without attribution are treated as defects, not as data. - Own lead routing and assignment rules, including deduplication logic, invalid-number suppression, and re-enquiry handling. Monitor time-to- assignment and time-to-first-contact against agreed SLAs. - Maintain the mappingbetween marketing campaigntaxonomy and CRM fields so that spendcan be traced to admission at campaign level,not just at channel level. - Track each lead's movement through pipeline stages and maintain stage-ageing views so that stalled leads surface automatically rather than on request. - Daily MIS Reporting - Publish a daily MIS before a fixed cut- off time covering spend, impressions, clicks, pageviews, leads, CPL and qualification throughput, each shown against the plan figure for that month and cumulative month-to-date. - Apply the agreedvariance bands so every metriccarries a status,not just a number: within±5% is normal, 5– 15% adverse requires a corrective note from the owning team, beyond 15% is escalated. - Produce the weekly funnel pack for the Marketing–Sales review and the monthly full-funnel pack covering CPM, CTR, pageview rate, lead generation rate, qualification rate, registration rate, admission rate, CAC and ROAS against plan. - Maintain the reporting dashboard as the organisation's single source of truth. Where a department's internal figure differs from the dashboard, MarOps reconciles the two and documents the cause. - Report all cost and revenuefigures net of GST, consistent with how the plan is stated, and present any tax-inclusive view separately and clearly labelled. - Kill reports nobody reads. A daily MIS that runs to twelve tabs is a failure of the role, not a demonstration of effort. Lead Leakage Identification Leakage is any lead that was paid for but did not become a workable record. Finding it is the highest-value part of this role, because recovered leakage costs nothing in incremental spend. - - Trace the full click-to-CRM path and quantify loss at each hop: click not landing, page loading but not firing the pageview event, form viewed but abandoned, form submitted but not written toCRM, record created but unassigned. - Diagnose root causes across tracking(pixel, GTM, webhook,API failures), experience (page speed, mobile rendering, form length, OTP failures) and quality (bot traffic, invalid entries, incentive-driven junk). - Quantify every leakage finding in leads and in rupees at the current CPL, so that fixes can be prioritised on value rather than on who raised them. - Drive fixes to closure with Tech and Product. Raising a ticket is not closure; the metric returning to plan is closure. Pipeline Leakage Identification - - Identify leads that entered the CRM but were never contacted, contactedonce and abandoned, or dispositioned without a genuine attempt. - Monitor connect rates, attempt counts before abandonment, callback adherence and follow-up SLA breaches at team and individual level. - Run cohort analysisby source, campaign,geography, counsellor and intake so that a qualification-rate drop can be isolated to its actual cause rather than blamed on lead quality by default. - Track stage-to-stage ageing and flag registrations that are not converting to admission within the expected window. - Surface where leakage is a process problem versus a capacity problem — a 72% qualification rate missed because leads were poor is a very different conversation from one missed because the team was understaffed in peak season. Random Lead and Sales Call Audits - - Conduct a weekly randomised audit of a defined sample of leads and recorded sales calls, spread across sources, counsellors and dispositions. - Verify that the CRM disposition matches what actuallyhappened on the call, that stated objections are recorded accurately, and that committed follow-ups were logged and honoured. - Maintainan audit scorecard with trend linesby individual and team, sharedopenly with Pre-Sales, Registration and Admission leads. - Escalate systematic misreporting — a lead marked 'not interested' that was never connected is a data integrity issue, and repeated instances are a governance issue. - Feed audit findings back into training and script changes rather than treating audit as a punitive exercise. Systems, Governance and Cross-Functional Work - - Own the CRM's marketing-facing configuration: fields, stages, validation rules, automation and integrations. Keep the schema clean enough that new campaignsdo not require new one-off fields. - Build and maintaindashboards in the organisation's BI tool, designedfor decision-making rather than decoration. - Define and policenaming conventions and UTM taxonomyacross every campaign, so attribution does not degrade over time. - Reconcile media spend with Finance monthly on a GST-exclusive basis, and flag any variance between platform-reported and invoiced spend. - Support the annual and quarterly planning cycle with actual conversion rates, replacing assumption with evidence as the year progresses.

• Marketing Operations Intern

  BiteSpeed · Bengaluru, Karnataka, India