• Own the demand generation strategy across all channels, segments, and regions, aligned with company growth targets. • Serve as the senior partner to Sales to ensure alignment on ICP, messaging, target accounts, and cross-channel programs. • Influence GTM strategy and resourcing decisions through ongoing learning and data-backed recommendations. • Architect an integrated demand engine spanning paid media, web, content distribution, events, and ABM programs. • Own the prospect experience strategy, ensuring personalization, relevance, and frictionless progression at every stage. • Lead initiatives to improve qualification, MQA/MQL conversion, and sales follow-up. • Drive a disciplined experimentation program across channels, optimizing for cost efficiency, signal strength, and pipeline conversion. • Continuously identify opportunities to enhance the web experience, content paths, and account-level engagement.

• Lead HCP paid media strategy and execution across channels • Develop and execute integrated omnichannel HCP marketing plans • Collaborate with internal teams and external agencies • Own campaign performance measurement, reporting, and optimization • Manage marketing budget planning, pacing, and reporting • Lead the medical, legal, and regulatory (MLR) review process

• Own and manage paid acquisition campaigns end-to-end across Google Search, PMAX, and LinkedIn Ads, with direct responsibility for budget pacing, optimization, and scaling. • Drive MQL volume and quality, optimizing campaigns toward downstream outcomes including SALs, meetings scheduled, and closed deals. • Design and execute a structured experimentation roadmap across ad creative, audiences, bidding strategies, landing pages, and forms. • Partner closely with Sales to conduct regular pipeline reviews, diagnose conversion drop-offs, and align on lead quality expectations. • Analyze and report on campaign and funnel performance using Salesforce, Tableau, Mixpanel, and in-platform reporting to track ROI and pipeline impact. • Build and maintain clear performance dashboards and reporting to support weekly, monthly, and quarterly business reviews. • Support paid-acquisition-related lifecycle touchpoints (e.g., basic email nurtures, follow-ups, messaging tests) in partnership with Revenue Ops and the Demand Gen team. • Collaborate with Revenue Ops and Analytics to ensure accurate tracking, attribution, and data integrity across systems.

• Own demand generation programs tied to a defined pipeline target. • Plan and execute campaigns across paid, ABM, email, webinars, and lifecycle channels. • Drive both demo requests and PLG signups as core success metrics. • Test and scale a small number of core channels before expanding. • Collaborate closely with Product Marketing to activate content through campaigns. • Build and run campaigns hands-on, with the option to leverage agencies over time. • Partner with Sales to score, route, and convert accounts into the pipeline. • Track and report on funnel performance, pipeline contribution, and ROI. • Design multi-channel ABM programs (outbound, partner, events, paid, content) and PLG growth campaigns.