Head of Marketing Technology Solutions - HubSpot centric, Amsterdam

Key Responsibilities

Act as the HubSpot platform architect and subject matter expert, providing hands‑on support while accelerating delivery through best practice and strategic guidance.

Own MarTech strategy, identifying opportunities to improve scalability, performance, and alignment across Marketing, Sales, RevOps, and IT.

Define and maintain scalable data architecture and governance frameworks across HubSpot, Salesforce, and connected systems (LinkedIn, Lusha, D&B, Cognism, Zoominfo, etc.), ensuring clear system‑of‑record definitions, consistent lifecycle modelling, and reliable attribution reporting.

Define and optimise lifecycle stage frameworks, lead management processes, and routing logic to align Marketing, Sales, and RevOps while maintaining accurate attribution and reporting integrity.

Partner with Marketing leadership to design and operationalise scalable attribution and funnel measurement frameworks aligned to RevOps definitions (e.g., MQL → S2 → Closed Won), ensuring consistency between HubSpot, Salesforce, and executive reporting.

Architect and optimise integrations using APIs, middleware, and native connectors, ensuring scalable and reliable data flows across HubSpot, Salesforce, and the wider MarTech ecosystem.

Identify and implement automation opportunities across marketing operations to improve efficiency, scalability, and performance.

Support Marketing and Web teams on HubSpot CMS architecture and optimisation (templates, modular content structures, SEO performance, analytics), ensuring scalable and reusable design patterns.

Partner with Marketing and Web teams to ensure HubSpot content structures support AI‑driven discovery, aligning semantic structure, structured content models, conversational query optimisation, and evolving search behaviours across AI assistants and generative search platforms.

Advise on the use of AI/LLM and wider digital tools to accelerate content creation, personalisation, optimisation, and operational efficiency.

Drive the integration of AI tools within HubSpot, supporting evolving ways of working and improving productivity.

Establish change control processes, platform governance guardrails, and documentation standards to ensure scalable and controlled evolution of the HubSpot environment.

Create training, documentation, and playbooks to support consistent and effective HubSpot usage.

Upskill internal IT and Marketing teams, embedding knowledge and building long‑term internal capability.

Provide expert troubleshooting support, ensuring timely resolution of technical issues and minimising platform disruption.

Qualifications

8+ years in Marketing Technology, Revenue Operations, or related IT roles.

Expert HubSpot experience (mandatory, certification preferred).

Experience managing complex HubSpot Salesforce sync environments.

Hands‑on experience integrating HubSpot with CRM systems (ideally Salesforce).

Experience designing scalable data models and lifecycle frameworks.

Strong understanding of B2B funnel architecture and pipeline attribution.

Experience implementing data quality frameworks.

Skilled in data management, segmentation, and reporting/analytics.

Familiarity with API integrations, middleware tools, and data flow architecture.

Strong knowledge of marketing automation, lead management, and workflow design.

Proven track record advising Marketing teams on technology‑enabled campaign execution and ROI measurement.

Experience supporting global data compliance requirements (e.g., GDPR, regional consent frameworks, subscription governance, lawful basis management).

Strong communicator able to bridge Marketing, Sales, RevOps, and IT stakeholders.

Demonstrated ability to train, document, and upskill technical and non‑technical users.

Understanding of how AI‑driven search and generative discovery models influence content structure, measurement approaches, and marketing technology architecture.

Nice to Have

Salesforce admin/configuration experience (beneficial).

Exposure to other MarTech tools (e.g., Eloqua, Marketo, LinkedIn Navigator, D&B Connect, CLAY, Trumpet).

Experience applying LLM/AI tools (e.g., ChatGPT, Jasper, HubSpot AI) to accelerate marketing workflows and content creation.

Experience in B2B SaaS or enterprise marketing environments.

Experience supporting SEO strategies adapting to AI search (structured content, entity optimisation, topical authority models, answer‑focused content design).

Benefits Basware is a purpose‑driven global company with a collaborative culture, offering cutting‑edge technology, global reach, and a shared commitment to innovation and excellence.

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