• Driving qualified pipeline and bookings • Orchestrating multi-channel demand programs • Partnering closely with Sales, RevOps, Product Marketing, and Exec Leadership • Building a scalable, data-driven demand motion that supports both mid-market and enterprise retail buyers • Develop and execute the B2B demand generation strategy aligned to revenue targets • Own MQL, SQL, pipeline, and CAC goals • Build programs that support longer enterprise sales cycles and multi-stakeholder buying groups • Translate company objectives into quarterly demand plans and forecasts • Partner deeply with Sales and RevOps on lead quality and routing • Funnel conversion optimization • Account-based motions for strategic retailers • Build enablement feedback loops to continuously improve pipeline quality • Own demand reporting and dashboards (HubSpot, Looker, GA4, attribution tools)

• Generate $16M+ in marketing-sourced pipeline annually ($4M per quarter), measured by sales-accepted opportunities created. • Inbound and ABM-sourced pipeline is high quality, trusted by Sales, and repeatable. • Design and scale ABM/ABX programs for ICP accounts (primarily 1:few and 1:1). • ABM/ABX becomes a consistent, measurable source of sales-accepted pipeline. • SEO & AEO are top 1–2 pipeline-producing channels. • Inbound attracts high intent buyers and accelerates sales conversion. • Paid, website, and content operate as a single inbound system. • Experience with ABX and Demand Generation platforms.

• Develop integrated performance strategies across Search, Social, Programmatic, and Video with clear KPIs and optimization paths. • Translate business goals into actionable media plans, budget allocations, and audience approaches. • Partner with analytics, data science, and strategy to build dashboards, measurement frameworks, and test plans. • Analyze site behavior, 1st-party data, and platform insights to identify high-value audiences and optimization opportunities. • Oversee campaign setup, QA, pacing, and optimization to ensure delivery against performance goals. • Create full-funnel measurement structures that connect media exposure to user behavior, shopping intent, and conversion. • Develop clear, insight-driven reporting and strategic narratives that influence planning and investment decisions. • Build strong client relationships, proactively addressing needs and driving performance-based recommendations. • Mentor Associates/Senior Associates, guiding execution quality, analytical thinking, and strategic development.

• Oversee and elevate the paid social practice across Meta (Facebook/Instagram), TikTok, and LinkedIn Ads, ensuring excellence in campaign strategy, execution, optimization, and creative testing. • Lead monthly and quarterly reporting cycles, reviewing and refining insights before delivery to internal teams or clients, ensuring clear storytelling and strategic framing tied to mission impact. • Analyze cross‑platform performance trends using platform dashboards and Google Analytics, identifying opportunities for optimization, innovation, and testing. • Serve as the escalation point for complex campaign issues, platform challenges, or client questions, ensuring timely and strategic resolution. • Partner with account managers and nonprofit clients to align paid social strategies with organizational goals, fundraising objectives, and audience engagement priorities. • Own and refine internal processes, playbooks, QA workflows, and documentation to scale the paid social practice efficiently and consistently. • Stay ahead of platform updates, algorithm shifts, compliance requirements, and nonprofit advertising best practices, proactively sharing insights and training the team on emerging trends. • Support hiring, onboarding, and capability development for the paid social function, including interviewing candidates and shaping role expectations. • Provide day‑to‑day people leadership, including guiding career development, hosting regular 1:1s, approving PTO, overtime, and expenses, and offering ongoing coaching and mentorship to support team growth and performance.