Cloudinary

Senior Director, GTM Insights – Marketing Operations

Cloudinary

full-time

Posted on:

Location Type: Hybrid

Location: San Jose • 🇺🇸 United States

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Job Level

Senior

Tech Stack

SQL

About the role

  • Serve as the primary GTM Ops partner to Marketing leadership, providing neutral, evidence-based insights into funnel performance, pipeline health, deal mix, segment shifts, and win-rate patterns.
  • Build a unified GTM insights engine that integrates data from Marketing, Sales, and Product.
  • Create executive-ready narratives that inform prioritization and guide investment decisions.
  • Distill signal from noise — and provide clear recommendations to improve pipeline predictability and revenue outcomes.
  • Lead and develop the Marketing Operations team, ensuring operational excellence across lifecycle management, automation, data quality, routing, scoring, and lead-flow processes.
  • Partner with RevOps and Sales Ops to maintain alignment on lead definition, handoff rules, and funnel governance.
  • Oversee strategic evolution of the MarTech stack to enable scalable, omni-channel marketing programs.
  • Ensure that marketing systems support segmentation, campaign orchestration, attribution visibility, and reliable KPI measurement.
  • Own the end-to-end marketing performance framework, including KPIs, definitions, measurement methodology, attribution models, and reporting cadence.
  • Provide deep insight into channel yield, campaign effectiveness, content impact, and audience performance.
  • Evaluate MQL/SQL definitions and lead scoring models using real-world conversion data.
  • Partner with Marketing leaders to shape campaign strategy based on performance signals and efficiency trends.
  • Diagnose friction across the funnel — from lead creation through qualification, routing, follow-up, opportunity creation, and revenue.
  • Identify issues affecting pipeline health (e.g., deal hoarding, delayed routing, misaligned prioritization).
  • Surface segment-level insights that reveal shifts in ICP, buying patterns, deal economics, or channel mix.
  • Provide recommendations that correct GTM inefficiencies and improve conversion velocity and win rates.
  • Own the marketing pipeline forecast (creation, conversion, velocity, S1/S2 yield).
  • Partner with Finance and RevOps to model quarterly and long-range scenarios for planning and resource allocation.
  • Identify early warning indicators of underperformance and quantify potential risks to targets.
  • Influence hiring, budget, and program decisions using evidence-based modeling.
  • Integrate customer insights (usage, win/loss, ICP performance) and competitive/market signals into marketing strategy.
  • Provide leadership with synthesized briefs that connect external trends to pipeline, segment performance, messaging, and GTM investment decisions.
  • Partner with data/engineering teams, RevOps, and Marketing Ops to ensure high-quality data across key systems (CRM, MAP, PLG data, analytics tools).
  • Define data governance standards for funnel stages, attribution, lifecycle status, and routing logic.
  • Ensure the insights engine is fed by accurate, trustworthy, consistent data.
  • Represent GTM Ops in leadership meetings, strategic forums, and performance reviews with senior executives.
  • Serve as the chief performance storyteller for the GTM engine.
  • Provide objective, cross-functional insight — and build trust by consistently surfacing reality with clarity.
  • Lead a high-performing team across marketing operations, forecasting, analytics, and performance strategy.
  • Build org-wide analytical literacy and ensure partners understand how to interpret and act on performance signals.
  • Foster a culture of rigor, transparency, and aligned execution across Marketing, Operations, and Sales.

Requirements

  • 12+ years of experience in B2B SaaS GTM organizations across marketing analytics, revenue insights, GTM operations, or marketing operations, with increasing leadership responsibility.
  • Demonstrated success operating in a hybrid GTM model that includes PLG, enterprise sales, and SDR motions.
  • Proven experience leading Marketing Operations, including marketing automation platforms (Marketo preferred), lifecycle management, scoring, routing, and attribution governance.
  • Deep expertise in funnel performance analysis, spanning Marketing → SDR → Sales, with the ability to diagnose conversion issues, routing gaps, lead-quality challenges, and GTM behavioral patterns.
  • Strong analytical capability with the ability to interpret complex datasets, build or oversee forecasting models, and translate insights into clear, actionable executive recommendations. (Experience with BI tools such as Looker or Qlik is an asset.)
  • Extensive experience building or owning pipeline forecasting engines, attribution models, and performance frameworks used by senior executives.
  • High level of business acumen with experience shaping GTM strategy and investment decisions using data-driven insights.
Benefits
  • Awesome technology
  • Top-talent peers
  • 100% sponsored medical, dental, and vision plans for employees & family
  • HSA company contribution
  • Matching 401k program
  • Robust vacation & wellness policy
  • Annual development stipend
  • Catered lunches or a food stipend

Applicant Tracking System Keywords

Tip: use these terms in your resume and cover letter to boost ATS matches.

Hard skills
marketing analyticsrevenue insightsGTM operationsmarketing operationsfunnel performance analysispipeline forecastingattribution modelsdata governancelead scoringcampaign orchestration
Soft skills
leadershipanalytical capabilitycommunicationstrategic thinkingcollaborationproblem-solvinginfluencingstorytellingtrust-buildingorganizational skills