• Own marketing systems with a focus on integrations, governance, and scalability • Manage the marketing automation platform and its integration with Salesforce and other GTM tools • Oversee lead routing, database hygiene, and lifecycle processes in close partnership with Sales Operations • Support SLA adherence across lead routing and lifecycle handoffs by monitoring performance, identifying exceptions, and escalating issues as needed • Maintain documentation, change management, and process governance for the marketing tech stack • Support cross-functional marketing initiatives by helping coordinate timelines, dependencies, and system-related deliverables as needed • Collaborate with the GTM team to align marketing systems, architecture, and audience management with established GTM requirements • Monitor system performance and proactively address data or integration issues before they impact pipeline, reporting, or GTM execution • Ensure data accuracy, consistency, and reliability across marketing and Salesforce systems to support downstream reporting and GTM execution • Own marketing audience segmentation and targeting logic across accounts, contacts, industries, lifecycle stages, and buying signals • Design and maintain scalable segmentation frameworks that support ABM, industry-specific GTM motions, CDR outreach, and lifecycle automation • Partner with Acquisition Marketing and Customer Marketing to translate campaign and account strategy into executable segments that remain accurate as data changes • Execute against defined established lifecycle frameworks, routing logic, and data governance standards • Track marketing technology vendor contracts (terms, renewals, ownership) and provide recommendations on tool selection and renewals in partnership with Marketing, Finance, and Procurement.