RSA Conference

• Serve as the primary analytics partner for Marketing, supporting both Conference and Membership business lines • Develop and maintain reporting frameworks for marketing campaign performance across channels • Analyze marketing effectiveness and provide actionable recommendations to improve acquisition, engagement, and retention outcomes • Measure campaign ROI and support data-driven budget allocation decisions • Establish standardized marketing KPI definitions and reporting methodologies • Develop and maintain marketing attribution frameworks across Conference and Membership initiatives • Analyze acquisition channels, conversion funnels, and customer journeys to identify opportunities for optimization • Support conference registration reporting and performance measurement • Analyze subscriber acquisition, activation, retention, and lifetime value metrics • Design and maintain executive dashboards that provide visibility into marketing performance and business outcomes

• Build and manage the marketing technology stack including HubSpot, CMS platform, future CRM systems, marketing analytics tools (Google Analytics, Google Tag Manager), and other marketing software • Own website operations including content updates, design changes, page creation, and ongoing site maintenance to support marketing initiatives and business needs • Manage operations and production for email in HubSpot, including deliverability, and technical troubleshooting • Oversee tracking and analysis of email performance data. Recommend testing strategies to improve • Oversee website performance metrics including traffic, engagement, conversion rates, page speed, and user experience, driving continuous optimization • Develop and execute SEO and GEO/AEO strategies including site architecture optimization, technical SEO, content structure, and keyword targeting to drive organic traffic and search visibility • Support cross-functional stakeholders with technical enablement, training, etc. when rolling out new tools and processes • Develop and optimize workflows and processes to enhance efficiency and productivity across marketing channels, ideally leveraging AI

• Own RSAC’s portfolio of executive programs and transform these communities from event-anchored touchpoints into a sustained, trusted, and ultimately monetizable line of business. • Deliver high-value experience for key CISO communities at RSAC Conference — through closed-door meetings and curated programming — to ensure continued CISO attendance. • Create loyalty with CISOs that translates into year-round engagement on RSAC’s membership platform and additional in-person and virtual gathering points. • Further develop RSAC’s fraud footprint, evolving eFG to the next stage with membership and economic impact, as well as key partnerships. • Lead the Executive Communities Portfolio and oversee all RSAC Executive Communities, with responsibility for full-time employees and contractors; set vision, structure, operating cadence, and performance standards for the team. • Partner with the RSAC product team to articulate platform requirements for year-round engagement across executive communities. • Develop business plan for eFG and explore opportunities for sustainable financial models.

• Lead the re-architecture and consolidation of two existing websites into a single, scalable platform • Audit the content and structure across both existing websites • Develop a unified site map and navigation architecture • Define a scalable page hierarchy and content categorization framework • Create wireframes for key page templates • Establish URL structure, internal linking strategy, and heading hierarchy optimized for SEO • Advise on Generative Engine Optimization (GEO) best practices • Collaborate with in-house creative designer

• Build emails in HubSpot using established templates while ensuring content, links, and formatting are accurate before deployment • Schedule and deploy email campaigns, including managing send times and audience lists/segmentation within HubSpot • Implement personalization tokens, smart content, and dynamic fields to improve relevance and engagement • Conduct A/B tests on subject lines, layouts, and CTAs; analyze results and apply learnings • Maintain list segmentation and ensure compliance with CAN-SPAM and GDPR best practices • QA emails thoroughly before deployment across devices and email clients • Build and maintain landing pages, website pages, and content components within the CMS • Collaborate with designers to translate mockups and brand guidelines into polished, responsive web pages • Partner with back-end developers or a development team as needed to implement new functionality • Optimize pages for performance, SEO, and conversion • Stay current on HubSpot platform updates, CMS best practices, and web standards

• Go-to-Market Strategy & Campaign Creation • Be a trusted partner to the product team. • Leverage customer data and research to recommend product enhancements and features • Build comprehensive GTM strategies for both B2C membership acquisition and future B2B enterprise opportunities • Design and execute omni-channel campaigns that drive product adoption and revenue growth • Write and develop marketing content including messaging documents, web copy, email campaigns, case studies, and blog posts • Lifecycle Marketing & Growth • Design and implement lifecycle marketing programs that nurture users from awareness through activation, engagement, and retention • Develop automated nurture campaigns and triggered communications that guide users to value realization • Create re-engagement and win-back campaigns to reduce churn and maximize customer lifetime value • Partner with cross-functional teams to identify and optimize key conversion points throughout the user journey • Market Intelligence & Analysis • Become an expert on the cybersecurity professional development landscape and competitive threats • Track industry trends, customer feedback, and market opportunities to inform strategy • Use data-driven insights to optimize campaigns, improve conversion metrics, and refine lifecycle touchpoints • Analyze cohort behavior and funnel performance to identify opportunities for growth

• Be a trusted partner to the product team • Leverage customer data and research to recommend product enhancements and features • Build comprehensive GTM strategies for both B2C membership acquisition and future B2B enterprise opportunities • Design and execute omni-channel campaigns that drive product adoption and revenue growth • Write and develop marketing content including messaging documents, web copy, email campaigns, case studies, and blog posts • Design and implement lifecycle marketing programs that nurture users from awareness through activation, engagement, and retention • Develop automated nurture campaigns and triggered communications that guide users to value realization • Create re-engagement and win-back campaigns to reduce churn and maximize customer lifetime value • Partner with cross-functional teams to identify and optimize key conversion points throughout the user journey • Become an expert on the cybersecurity professional development landscape and competitive threats • Track industry trends, customer feedback, and market opportunities to inform strategy • Use data-driven insights to optimize campaigns, improve conversion metrics, and refine lifecycle touchpoints • Analyze cohort behavior and funnel performance to identify opportunities for growth

• Execute go-to-market plans, ensuring all materials align with brand guidelines and strategic objectives • Coordinate with cross-functional teams and external agencies to drive campaign success • Coordinate the flow of projects internally and externally, ensuring deadlines are met • Ensure brand guidelines and marketing collateral are up to date by coordinating with agency partners and internal teams as needed • Assist the Director of Public Relations to coordinate media opportunities with our agency—connecting internal stakeholders and assisting with scheduling • Monitor and maintain key website pages for accuracy; coordinate with the web team on updates and conduct regular QA testing • Collaborate with the content team to develop compelling marketing promotions • Support SEO/GEO initiatives, including blog optimization and performance tracking • Assist in email campaign development, content planning, and calendar management • Review social media content and creative assets for brand consistency • Maintain testing plans and document results for team reference and continuous improvement • Track campaign performance and provide insights to inform future strategies