About | Tarah Hendrix

About

I lead through the system — setting the architecture, then building it.

Bio

Atlanta, GA

I’ve spent more than a decade owning marketing operations in global B2B SaaS — the martech stack, the data model, the lifecycle and funnel architecture, and the governance that keeps all of it defensible as the business scales. Ownership here means the calls, not just the config: what gets built, what gets retired, what the business gets to rely on, and who is accountable for it once it’s live. I care about getting the underlying system right before anything gets automated on top of it — defined event schemas and decision logic documented well enough for someone else to pick it up and trust it. If a system can’t be explained clearly, it isn’t finished.

I straddle both sides of the work on purpose. On one side: setting strategy, defining architecture, and shaping the operating model. On the other: staying close enough to configure tools like Marketo, map a lifecycle, wire an integration, or debug a workflow when that’s what the problem actually needs.

I like messy problems. The work usually starts with finding where the real friction is, then translating business needs into systems and processes people can actually use.

AI is part of how I do that now — AI-driven execution inside marketing workflows, internal copilots that deflect repetitive requests. I build them to be governed and to hold up in production rather than demo well. It helps me prototype and move faster; the judgment and operational rigor are still mine.

I’d rather show you the framework than tell you it’s impressive. Take a look at the work, or get in touch if you’d like to go deeper on any of it.

Working style

Decisive

I make the architecture call, document the trade-off, and own what it costs later. Systems stall when nobody will decide.

Methodical

I map dependencies and define requirements before changing systems that other processes rely on.

Accountable

I take ownership of both the implementation and the operational consequences.

Collaborative

I translate across marketing, sales, operations, analytics, engineering, privacy, and leadership teams — and I'm usually the one setting the shared definition everyone works from.

Adaptable

I value standards, but I design them to support real-world variation rather than forcing every team into an impractical model.

Hands-on

I’m comfortable moving from strategy and architecture into configuration, QA, documentation, enablement, and troubleshooting.

Experience

A decade building the systems behind modern marketing.

Current

Icertis

Senior Manager, Marketing Operations

Feb 2026 — Present

Focus

·Marketing data architecture and campaign operating model
·Martech architecture (Marketo, Salesforce, Bizible, Power BI)
·Campaign operations transformation and self-serve provisioning
·AI-enabled operations and internal agent buildout
·Cross-functional governance, RACIs, and SLAs

Selected outcomes

→Redesigned the Salesforce campaign and touchpoint data model into a three-level channel, engagement, and tactic hierarchy, fixing inconsistent attribution
→Shipped self-serve Salesforce campaign provisioning, clearing an ops bottleneck on inflated touchpoint requests
→Built an eight-tier account waterfall, aligning campaign delivery sequence to account tier and ICP fit
→Designed and built Marti, a two-agent AI teammate in Microsoft Teams with a governed, confirmation-gated write path, deflecting recurring requests from the Campaign Ops queue
→Recognized with Icertis's Above & Beyond Award

Lenovo, Cloud & Software

Marketing Operations Manager

Jun 2023 — Feb 2026

Focus

·Lead-source governance
·Lifecycle and scoring architecture
·Funnel reporting
·Trial and hand-raiser workflows
·CRM and automation alignment
·Journey analysis
·Campaign metadata standards
·Work-management implementation
·AI and process innovation

Selected outcomes

→Reduced lead-source misclassification by 30%
→Improved MQL accuracy by 25%
→Reduced junk MQLs by 30%
→Nearly doubled MQL-to-SQL conversion
→Grew sales-qualified lead volume by enforcing quality at intake
→Rolled out monday.com as the campaign work-management system, cutting intake-to-launch time by 30%
→Recognized with Lenovo's Marketing Catalyst Award

MURAL

Senior Manager, Marketing Operations

Nov 2020 — Jun 2023

Focus

·Marketo and Salesforce architecture
·Campaign operations
·Data enrichment
·Lifecycle automation
·Global nurture
·QA and governance
·Campaign performance reporting

Selected outcomes

→Increased inbound SQOs by 55%
→Reduced lead sync latency from 24+ hours to under 1 hour
→Improved engagement by 25%
→Improved conversion by 10%
→Supported a 300% increase in campaign volume across a 1M+ contact database
→Reduced build and approval timelines by 50%
→Nominated for a MOPsie Award

SAP Ariba

Marketing Automation Manager

Feb 2018 — Nov 2020

Focus

·Global demand-center operations
·Campaign orchestration
·Marketo
·Product-data integrations
·Lead routing
·Attribution standards
·Privacy and consent operations
·Global campaign governance

Selected outcomes

→Tripled addressable audience reach through product-data integration
→Reduced database duplication by 15% across customer and prospect records
→Streamlined global campaign intake from 30 steps to 5
→Improved routing accuracy and lead integrity
→Supported global GDPR and consent-management implementation
→Contributed to the team recognized with SAP's Marketing Best Practice Award

US Assure

Digital Marketing Specialist

Feb 2015 — Feb 2018

Focus

·Ground-up Marketo implementation
·Salesforce integration
·Lead handoff
·Reporting
·Reusable program templates
·Documentation
·User training and enablement

Selected outcomes

Foundational implementation work and enablement.

Credentials

Formal training and certifications that back the hands-on work.

BBA in Marketing, Summa Cum Laude
Two-time Adobe Marketo Certified Expert
HubSpot Marketing Hub Certified
HubSpot Email and Inbound Certified
monday.com Product and Advanced Workflow Certified