At Basware, we’re transforming how enterprises manage their invoice lifecycle. As the global leader in Invoice Lifecycle Management, we help businesses streamline invoicing processes, ensure compliance, prevent fraud, and optimize cash flow. Our mission is to empower organizations with full control over their invoice ecosystem—ensuring that only reconciled and approved supplier invoices are paid.
We are seeking an experienced visionary Marketing Technology Leader (HubSpot centric) with deep expertise in HubSpot to act as both a hands-on architect and strategic advisor.
This role is designed to accelerate the impact of our existing HubSpot team by bringing in advanced expertise, change and innovation champion, helping to scale best practices, and embedding long-term capability across optimizing campaigns, lead management, automation, reporting, data strategy and platform usage while ensuring strong alignment with Marketing, IT and Sales. The role will ensure HubSpot integrates effectively with Salesforce and other business systems.
Key Responsibilities
- Act as the HubSpot platform architect and subject matter expert, providing hands-on support where needed 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 ensure alignment between 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 wider MarTech ecosystem
- Identify and implement automation opportunities across marketing operations to improve efficiency, scalability, and performance
- Support the 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 (e.g. semantic structure, structured content models, conversational query optimisation, and alignment with 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 with and 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 the existing 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
- 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 (not required, but beneficial)
- Exposure to other MarTech tools (e.g., Eloqua, Marketo, LinkedIn Navigator, D&B Connect, CLAY, Trumpet etc.
- 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 (e.g. structured content, entity optimisation, topical authority models, answer-focused content design)
- Experience with AI tools, frameworks or applications is considered a strong asset. We highly value candidates who demonstrate curiosity, a proactive mindset and a willingness to explore and incorporate AI-driven technologies into their work. We encourage growth in this area and provide opportunities for experimentation and learning.
Why Basware?
We’re a purpose-driven company with a global footprint and a collaborative culture. At Basware, you’ll work with passionate professionals, cutting-edge technology, and a shared commitment to innovation and excellence.
Ready to make an impact?
If you're excited by the challenge, apply now and help shape the future of Basware.
Please submit your resume and cover letter by clicking the ‘I’m interested’ link.
Our recruitment process will include pre-employment actions such as enhanced background screening and reference check.
Basware. Now it all just happens.
