What are the responsibilities and job description for the Business Analyst- Marketing campaign position at Virtusa?
We are designing Agentic AI solutions for Marketing teams on Google Cloud, covering campaign operations, content lifecycle, audience segmentation, engagement analytics, and attribution modeling. The Marketing Operations BA will define workflows, requirements, and agent behaviors to automate and optimize the marketing engine.
Marketing Domain Expertise
Document processes across campaign planning, execution, nurture programs, and attribution.
Define segmentation logic, MQL/SQL lifecycle rules, engagement scoring models.
Identify Areas Where AI Can Automate Or Enhance
campaign insights
persona-based content
engagement predictions
attribution optimization
AI Use Case & Requirements Definition
Partner with Product Marketing, Demand Gen, and MarTech teams.
Create detailed user stories, functional specs, data requirements.
Define Agent Use Cases Such As
Campaign Performance Agent
Audience Segmentation Agent
Content Recommendation Agent
Attribution Insights Agent
Data & Analytics Mapping
Define KPIs: CAC, ROAS, MQL→SQL conversion, engagement metrics, attribution models.
Work With Data Teams To Map Data From
Marketo / HubSpot
Google Analytics / GA4
CRM
Validate AI outputs with benchmark datasets and historical campaign performance.
Cross-functional Collaboration
Work closely with AI Architects to define prompt logic, agent workflows, and evaluation metrics.
Communicate processes, blockers, and recommendations to leadership.
Support AI capability adoption across global marketing teams.
Required Skills
Deep understanding of Marketing Automation tools (Marketo, HubSpot, Eloqua).
Knowledge of Engagement Scoring, Campaign Ops, Segmentation, Attribution.
Strong experience in Marketing Analytics, GA4, Looker, dashboards, KPIs.
Strong documentation and business analysis skills.
Understanding of AI and automation use cases in MarTech.
Certifications in HubSpot, Marketo, or Google Analytics.
Experience in AI-driven personalization and marketing automation.
Experience working with cloud data platforms such as BigQuery.
Marketing Domain Expertise
Document processes across campaign planning, execution, nurture programs, and attribution.
Define segmentation logic, MQL/SQL lifecycle rules, engagement scoring models.
Identify Areas Where AI Can Automate Or Enhance
campaign insights
persona-based content
engagement predictions
attribution optimization
AI Use Case & Requirements Definition
Partner with Product Marketing, Demand Gen, and MarTech teams.
Create detailed user stories, functional specs, data requirements.
Define Agent Use Cases Such As
Campaign Performance Agent
Audience Segmentation Agent
Content Recommendation Agent
Attribution Insights Agent
Data & Analytics Mapping
Define KPIs: CAC, ROAS, MQL→SQL conversion, engagement metrics, attribution models.
Work With Data Teams To Map Data From
Marketo / HubSpot
Google Analytics / GA4
CRM
Validate AI outputs with benchmark datasets and historical campaign performance.
Cross-functional Collaboration
Work closely with AI Architects to define prompt logic, agent workflows, and evaluation metrics.
Communicate processes, blockers, and recommendations to leadership.
Support AI capability adoption across global marketing teams.
Required Skills
Deep understanding of Marketing Automation tools (Marketo, HubSpot, Eloqua).
Knowledge of Engagement Scoring, Campaign Ops, Segmentation, Attribution.
Strong experience in Marketing Analytics, GA4, Looker, dashboards, KPIs.
Strong documentation and business analysis skills.
Understanding of AI and automation use cases in MarTech.
Certifications in HubSpot, Marketo, or Google Analytics.
Experience in AI-driven personalization and marketing automation.
Experience working with cloud data platforms such as BigQuery.