• 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.

• Evolving the long-term vision for influencer marketing and paid media, defining capabilities and priorities and ensuring the discipline continues to evolve in partnership with the Head of Influence, including anticipating shifts in the creator economy, platforms and consumer behavior and translating those changes into forward-looking strategies that strengthen Praytell’s offerings • Serving as a trusted advisor to C-level and executive clients, owning senior relationships, leading high-stakes conversations, navigating complex challenges and helping clients make informed decisions • Developing and delivering integrated influencer and paid media strategies aligned with broader PR, social, media and experiential efforts, ensuring influencer thinking is embedded early in the creative and strategic process rather than treated as a standalone or downstream tactic • Providing strategic oversight of paid social, creator amplification and performance-driven activations, partnering closely with media and analytics teams to ensure efficient investment, continuous optimization and thoughtful use of paid media to extend the impact of influencer and earned efforts • Driving integration of influencer-led commerce and social commerce initiatives into core marketing and revenue strategies (shoppable content, affiliate and creator-affiliate programs, livestream shopping, in-platform shopping features, etc.) to turn creator programs into revenue-generating channels • Refining success frameworks, KPIs and reporting standards to clearly demonstrate business impact and ROI, and guiding teams and clients to use data and insights to inform strategy, creative development, optimization and future investment decisions • Fostering sustainable department growth through thoughtful hiring plans, resourcing models, scoping, pricing and financial stewardship, and partnering with senior leadership to ensure the influencer and paid media practice operates efficiently, scales responsibly and contributes meaningfully to agency performance • Building, mentoring and retaining high-performing teams by setting clear expectations, investing in development and identifying future leaders, while fostering an inclusive, collaborative culture that supports creativity, accountability and long-term career growth • Leading influencer and paid media strategy for integrated new business efforts and identifying opportunities to expand existing client relationships through innovation, results and deeper integration of influencer and paid media solutions • Representing the agency through thought leadership, speaking opportunities and industry relationships and positioning Praytell as a leader in influencer marketing and paid media • Establishing strong processes, tools and workflows that support scalable execution and consistent quality