Rachel Squire is living the dream. As a Marketing Operations consultant with a specialty in analytics, she gets to work with a variety of companies, work from home as a freelancer, and spend time with her three-month-old daughter. Oh, and did we mention she's based in the Pacific Northwest and loves the outdoors?

“Working with Marketo and Salesforce together is the ideal scenario - it’s like cereal and milk. They are just better together!”

So how did Rachel get to live this ideal life?

Rachel's journey to becoming a consultant started when she joined Digital Pi in 2017 after networking at a Marketo Summit event. She fell in love with consulting right from the start and has been working with platforms like Marketo, Salesforce, Domo, Hubspot and MS Dynamics ever since.

When it comes to her favorite type of work, Rachel loves anything and everything analytics. She enjoys developing data-driven lead scoring models and analyzing lifecycle and attribution data. One of her coolest projects to date involved building a "smart" nurture campaign that used statistical likelihood to convert leads based on demographic, firmographic, funnel position, and behavioral cues. It was a huge success and a ton of fun to develop.

“Imagine this: you log into work. Everything that was supposed to run overnight ran successfully with no errors. Nobody has emailed, slacked, or called with firedrills. All the emails that were sent had 75% conversion rates and pipe gen increased 11% overnight. The marketing team recognizes all the hard work that went into having one quiet night, and the company recognizes the contributions of the marketing team as a result. You spend your day digging into what worked, and develop a plan to implement future improvements so one quiet, successful night turns into the norm.”

What sets Rachel apart as a consultant is her extensive background in statistics, BI, and IT. She has a formal education in statistics and has worked in both BI and IT roles in the past. This combination gives her a deep understanding of marketing performance and technologies that she can apply to her work in MOPs.

When we asked Rachel what she thought is the most misunderstood part of what she does, she told us that marketing ops (consultants or in-house alike) have to continuously justify the value of their work to the rest of the marketing team and company as a whole. It takes something like a super successful project, or a gap in resources, before the rest of the org fully values the function.

“Outside of the industry, “Marketing Ops” gets a lot of blank stares. My parents think I am the one who shows them ads for lamps on Facebook after they go online shopping for new lamps.”

Who is the woman outside of MOPs?

Rachel is a new mom who spends the first half of her day soaking up every moment with her daughter. In the afternoons, she works on consulting projects and stays up to date on all things MOPS and BI. When she's not working, Rachel loves being outdoors and enjoying activities like hiking, kayaking, and swimming. And of course, she can't resist a trip to her local coffee shop. Her home life in the PNW includes her husband, her daughter and 2 feisty cats.

If Rachel could live anywhere in the world, she would choose Barcelona. She fell in love with the city when she visited a few years ago and dreams of living near the beach. And if she wasn't working as a consultant, she would probably be working in-house on a marketing ops or BI team.

“I am a beach girl at heart!”

Rachel's proudest achievement is yet to come, but we have no doubt it will be amazing. For now, she's just enjoying the freelance life and working with clients who are eager to learn from the data in their tech stack.

“My mom has been the strongest influence in my life. She is a superhero who raised 4 kids and went on to build a successful career in operations. I don’t know how she juggles everything she manages in her life and I hope to grow up to be like her someday”

When Rachel met Emmie

Rachel first heard about Emmie from Sydney. She joined the collective as a freelancer because she loves the flexibility and the opportunity to maximize work-life balance.

So, there you have it. Rachel is a marketing ops consultant, new mom, outdoor enthusiast, and coffee lover living the dream in the Pacific Northwest. Who wouldn't want to work with her?

“Emmie is my side hustle”

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