Marketing Operations & Lead Analyst, WSS

Xylem is a Fortune 500 global water solutions company dedicated to advancing sustainable impact and empowering the people who make water work every day. As a leading water technology company with 23,000 employees operating in over 150 countries, Xylem is at the forefront of addressing the world's most critical water challenges. We invite passionate individuals to join our team, dedicated to exceeding customer expectations through innovative and sustainable solutions.

The Marketing Operations & Lead Analyst, WSS is responsible for governing, optimizing, and enabling the end‑to‑end lead lifecycle for WSS across marketing and CRM systems. This role ensures that global marketing efforts translate into high‑quality, actionable, sales‑ready leads, with full traceability across platforms such as Marketo, Salesforce, and Dynamics.
 

Operating at the intersection of Marketing, Sales & CRM Enablement, this role goes beyond campaign execution to focus on lead governance, data integrity, CRM alignment, and process standardization. The Marketing Operations & Lead Analyst acts as a trusted operational partner across regions and the enterprise commercial excellence team, ensuring system stability, reducing operational risk, and enabling revenue‑focused marketing execution.

Core Responsibilities

1. WSS Lead Management & CRM Governance

• Own and manage end‑to‑end lead flow from capture through CRM assignment across Salesforce and Dynamics for WSS.
• Govern and optimize WSS lead queues by region, ensuring routing rules are accurate, active, and aligned to business needs.
• Detect, troubleshoot, and resolve lead routing issues (e.g., incorrect mappings, inactive owners, broken logic).
• Reassign lead and contact ownership to reflect territory, organizational, or coverage changes.
• Actively support Sales by monitoring CRM lead alerts and ensuring timely follow‑up.

2. Campaign Execution & Marketing Automation Ownership

• Independently build, test, and execute marketing automation and campaign workflows in Marketo.
• Ensure campaigns align with brand standards, customer journey logic, and defined conversion goals.
• Configure and maintain campaign tracking, including UTM governance and attribution integrity.
• Recommend next actions based on campaign performance, engagement signals, and lead quality—not just opens or clicks.

3. Engagement, Nurture & Lead Scoring Programs

• Design and manage multi‑step nurture and engagement campaigns that educate and qualify leads over time.
• Apply behavior‑based logic (email engagement, content interaction, event attendance) to advance leads through the funnel.
• Maintain and optimize lead scoring models to prioritize sales‑ready leads and reduce noise for Sales teams.

4. Forms, Landing Pages & Conversion Optimization

• Build and optimize forms and landing pages to improve conversion rates and lead quality.
• Adjust form logic, copy, and fields to balance commercial clarity with data quality requirements.
• Create short‑term campaign and event landing pages outside of core web infrastructure when needed.
• Configure form alerts and workflows to ensure timely Sales visibility and follow‑up.

5. Data Quality, Database Health & Risk Reduction

• Own ongoing database health as a formal operational KPI.
• Ensure imported lists meet CRM synchronization and governance requirements.
• Proactively manage bounces, validation, and suppression processes to protect database integrity.
• Perform regular data cleanup to support scalability, reporting accuracy, and long‑term system health.

6. Reporting, Dashboards & Actionable Insights

• Deliver campaign, lead, and funnel performance reporting focused on lead quality and Sales relevance.
• Build and maintain dashboards for Sales and Marketing to track ROI from campaigns, events, and webinars.
• Investigate data discrepancies and use insights to inform process improvements and operational decisions.

7. Event & Webinar Lead Enablement

• Ensure event and webinar leads follow the same governance standards as web‑generated leads.
• Coordinate list imports, campaigns, CRM visibility, and reporting for regional and global events.
• Enable Sales teams with dashboards and CRM views to efficiently follow up on event‑driven leads.

8. Process Improvement & Operational Enablement

• Identify gaps between documented processes and live system behavior; drive improvements.
• Maintain clear, scalable, and region‑specific documentation for lead and CRM processes.
• Improve request intake and prioritization processes (e.g., ticketing systems) to reduce rework and improve delivery speed.
• Serve as a go‑to operational partner for marketers across regions, advising on campaign structure, tracking strategy, and CRM nuances.

Qualifications & Experience

Required

• Experience in Marketing Operations, Lead Operations, or Sales Operations in a B2B environment.
• Hands‑on experience with marketing automation platforms (Marketo preferred).
• Hands‑on experience with CRM systems (Salesforce required; Dynamics experience a plus).
• Strong understanding of B2B lead lifecycles, funnel stages, and pipeline concepts.
• Demonstrated ability to work independently with a high degree of ownership and accountability.
• Strong analytical, problem‑solving, and communication skills.

Preferred

• Experience supporting global or multi‑regional marketing and sales teams.
• Experience with lead governance, routing logic, and lifecycle standardization.
• Familiarity with event, webinar, and ABM‑style campaign operations.
• Comfort partnering with Sales Ops, CRM teams, and senior stakeholders.

Skills & Attributes

• Process‑driven, detail‑oriented, and execution‑focused
• Comfortable operating as a system and process owner
• Strong cross‑functional collaborator and trusted advisor
• Proactive, curious, and continuously improvement‑oriented
• Able to balance speed, quality, and governance

Why This Role Matters

This role directly impacts revenue performance, Sales efficiency, and operational risk reduction. By ensuring that leads are accurate, traceable, and sales‑ready—and that systems and processes work consistently across regions—the Marketing Operations & Lead Analyst enables Marketing and Sales teams to focus on growth, not rework.

Join the global Xylem team to be a part of innovative technology solutions transforming water usage, conservation, and re-use. Our products impact public utilities, industrial sectors, residential areas, and commercial buildings, with a commitment to providing smart metering, network technologies, and advanced analytics for water, electric, and gas utilities. Partner with us in creating a world where water challenges are met with ingenuity and dedication; where we recognize the power of inclusion and belonging in driving innovation and allowing us to compete more effectively around the world.