About the Role
Snyk's Marketing team has settled its plans for funnel data, lead scoring, routing and attribution. What it needs now is someone to get that work built and launched. The Marketing Systems Business Analyst sits between Marketing Operations and Business Technology, the team that builds and runs Salesforce. You will gather and document requirements, help Marketing prioritize its requests against the GTM business-applications roadmap, and project-manage each initiative to its deadline, from first conversation through testing, launch and adoption. This is a hands-on delivery role. You will not own Salesforce or the marketing automation platform, and you will not set marketing strategy. Your job is to make sure the decisions Marketing has already made get built correctly and on time.
Responsibilities
• Requirements: Run discovery with Marketing stakeholders and turn business problems into business requirements, user stories, process maps and acceptance criteria that developers can build from. • Requirements: Use Snyk's AI-assisted intake tools to produce first drafts faster, then run the follow-up rounds of questions needed to make requirements build-ready. • Requirements: Stay with each requirement through the build: answer developer questions on use cases, resolve edge cases, and flag scope changes before they become rework. • Requirements: Document how lead, contact, campaign and attribution data moves between the marketing automation platform and Salesforce, and keep that documentation current. • Prioritization and backlog: Maintain the Marketing systems backlog and tie each request to an initiative on the GTM business-applications roadmap. Requests with no initiative get flagged, not quietly queued. • Prioritization and backlog: Prepare prioritization tradeoffs (effort, dependencies, business impact) for Marketing Operations leadership and Business Technology to decide on. • Prioritization and backlog: Run the weekly Marketing and Business Technology alignment: status, decisions needed, risks. • Project management and delivery: Own the plan, milestones and status for each Marketing systems initiative, and drive it to the agreed deadline. • Project management and delivery: Track dependencies across Business Technology, the marketing automation platform owners, Data and Analytics, and outside vendors. Raise risks early, with a recommendation. • Project management and delivery: Coordinate user acceptance testing with Marketing users, release readiness and post-launch fixes. Produce training and how-to material for anything that changes how Marketing works. • Data and reporting: Translate Marketing needs into clear configuration, integration and data requirements for lead scoring, routing, attribution and conversion tracking. • Data and reporting: Validate that data is accurate, timely and usable before anything goes live, including routing SLAs and conversion signals sent to ad platforms. • Data and reporting: Define reporting requirements with Revenue Operations and analytics for funnel stages and attribution, and check that dashboards match the agreed definitions. • Working relationships: Work day to day with Marketing Operations, Demand Marketing, Business Technology (Salesforce), the marketing automation platform owners, Data and Analytics, and Sales Operations where leads hand off to sales. • Working relationships: Explain technical tradeoffs in plain terms to marketing leaders. • Working relationships: Work with outside vendors and implementation partners on requirements and acceptance, from the business side. • What you'll work on first: Lead scoring and routing: consolidating scoring into the marketing automation platform, disqualified-lead recycling, routing SLAs. Target: finished in Q4. • What you'll work on first: Funnel and data foundation: Salesforce cleanup, a standard campaign field schema, lead-source mapping, and the reporting migration to Sigma. • What you'll work on first: Unified funnel attribution. • What you'll work on first: Conversion signals to LinkedIn and Google, which go live once lead scoring lands. • What you'll work on first: Customer nurture and the Evo renewal cohort. • Role Boundaries: Not the funnel or attribution architect. Marketing leadership sets the design; you make it buildable and get it built. • Role Boundaries: Not the platform owner or administrator for Salesforce or the marketing automation platform. • Role Boundaries: Not a developer by default. Hands-on configuration is a plus, done with Business Technology's review.
Must Have
• 5+ years as a business systems analyst, marketing operations analyst or marketing systems specialist in B2B SaaS. • Hands-on knowledge of Salesforce working with a marketing automation platform such as Marketo, HubSpot or similar: lead and contact model, campaigns and campaign members, lifecycle stages, lead scoring, routing and assignment, and the sync between the two. Experience with more than one platform is valued. • A track record of writing requirements developers build from: business requirements, user stories with acceptance criteria, process maps. • A track record of running projects to deadlines across several teams, including user acceptance testing. • Solid grasp of B2B funnel mechanics: MQL to SAL to SQL stages, attribution models, lead-to-opportunity conversion. • Clear written English and the confidence to push back on vague requests. • Works US Eastern business hours.
Nice to Have
• Salesforce Administrator certification or hands-on configuration (flows, fields, validation rules, permission sets). Strong candidates may build smaller changes, reviewed by Business Technology. • Certification or depth in more than one marketing automation platform (Marketo, HubSpot or similar), or experience moving from one platform to another. • SQL or BI tools (Sigma, Tableau) for checking data. • MadKudu, 6sense or similar scoring and intent tools. • Uses AI tools for requirements, documentation or test scripts. • Multi-product B2B, or a product-led growth motion.
