Emma Palmer

20+ years transforming marketing operations across global technology businesses - building the systems, processes and data foundations that turn marketing investment into measurable pipeline results.

Global Senior Marketing Operations Manager

• Own reporting against global pipeline targets, providing leadership with accurate, timely visibility into marketing's contribution to revenue across all regions & segments.
• Sustained 80%+ data accuracy across global CRM (SFDC) through proactive hygiene programmes using AI tools, reducing the risk of mis-routed leads and inaccurate reporting.
• Owned global lead assignment flows via LeanData; identified, diagnosed and resolved routing failures to ensure 95% of inbound leads were correctly assigned without manual intervention.
• Designed and maintained global lead scoring and prioritisation programmes, directly improving BDR efficiency and increasing the proportion of quality sales-ready leads passed to the business, enabling faster pipeline progression.
• Manage projects in SFDC to enhance the experience for marketing and ensure accurate data is captured for reporting and insights.
• Built and maintained dashboards in PowerBI and SFDC used by global marketing leadership to monitor campaign effectiveness, funnel health and pipeline contribution on an ongoing basis.
• Assessed end-to-end marketing funnel to identify conversion inefficiencies; collaborated with stakeholders to remove business obstacles, contributing to improvement of 50% in MQL-to-opportunity conversion rate.
• Manage projects to ensure data is fit for purpose utilizing AI tools.
• Global marketing lead for data privacy (e.g. GDPR) requests actioning requests within 24 hours.
• Delivered data normalisation project segmenting records into role, function, level and persona - enabling more precise targeting and significantly improving segmentation quality to 90% for demand generation. Phase 2 included the use of AI.

CIM Professional Certificate (2022)

NVQ Diploma in Business Administration (1994)