• Own Lyric’s demand generation strategy end-to-end, with a clear focus on top-of-funnel and qualified pipeline creation across industries and buyer personas • Design and execute high-impact ABM programs (0→1 and at scale) targeting Fortune 1000 accounts, including multi-threaded, persona-specific engagement strategies • Partner closely with Sales, Field Marketing, and Marketing Ops to ensure demand programs are tightly aligned with account strategy, territory planning, and sales execution • Establish Lyric as a thought leader in the supply chain technology space through strategic content, targeted industry engagement, and performance-driven website optimization and SEO • Partner with and enable the BDR function to drive measurable pipeline impact through aligned playbooks, qualification frameworks, SLAs, and continuous optimization of outbound motions, messaging, and lead routing • Drive continuous experimentation and optimization across channels (paid, organic, outbound-supported, content-led, partner-driven, etc.) with a strong bias toward efficiency and impact • Define the core frameworks, metrics, and operating cadence for demand generation across the business • Partner with Marketing Ops to guide the design and evolution of the demand tech stack, workflows, and reporting to support scalable growth • Build and scale the Demand Generation function over time, hiring and developing a high-performing team as the business grows

• Lead high-volume creative testing at scale turning winning creatives into high-performing assets that unlock further scale through structured, scalable iteration frameworks, working closely with the creative team to influence creative direction and production based on performance trends. • Run and scale high-budget Google Ads campaigns (mid–7 figures annually) with a primary focus on visual-first campaign types — Demand Gen, GDA, YouTube, delivering sustainable DTC acquisition at scale in line with LTV/CAC, ROI and revenue targets. • Build and test sophisticated campaign structures, bid strategies and audience architectures using segmentation, 1P data, exclusions and expansion strategies. • Own and actively monitor all performance KPIs in Google Ads and our BI tools, and turn data into actionable next steps that drive growth. • Proactively recommend UX/funnel improvements grounded in data and user behaviour. • Monitor industry and competitive trends (new creative directions, formats, funnels, propositions, competitor angles) and proactively translate insights into opportunities for testing and scaling. • Stay ahead of industry, platform and auction dynamics and updates, collaborating closely with other members of the PPC team across other apps — knowledge sharing, best-practice exchange and insights. • Use (and proactively make suggestions for) internal automation /analytics solutions (autorules, scripts) to reduce manual workload, increase efficiency and speed up iteration.

• Own overall paid media strategy and performance across Google Ads and Meta • Act as the primary owner and point of accountability for external paid media agencies • Assess what should remain agency-managed vs brought in-house • Build a roadmap to reduce agency dependency over time • Own Google Ads performance end-to-end • Own Meta strategy across prospecting and retargeting • Own testing and expansion into additional paid channels • Own performance reporting across all paid channels

• Own overall paid media strategy and performance across Google Ads and Meta • Manage external paid media agencies and set channel strategy • Execute and optimize campaigns personally where appropriate • Own performance reporting across all paid channels