• 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

• Develop and own a comprehensive demand generation strategy aligned with revenue targets and sales pipeline goals • Define and manage lead generation KPIs, and success metrics; track performance monthly and report to leadership • Establish target profiles and audience segmentation to ensure campaigns reach the right buyers at the right time • Build an annual demand generation calendar incorporating campaigns, events, content initiatives, and promotional periods • Conduct regular performance reviews and optimization planning to maximize lead quality and conversion rates • Identify, brief, and oversee external agencies across key marketing functions • Establish clear deliverables, timelines, and performance metrics with each agency partner • Hold external partners accountable for quality, timeline delivery, and measurable results aligned with demand generation goals • Review agency performance regularly and recommend adjustments, optimizations, or vendor changes as needed • Manage vendor budgets and ensure efficient allocation of resources across agency partnerships • Foster collaborative relationships with external partners while maintaining objectivity and independence in performance assessment • Manage end-to-end execution of multi-channel demand campaigns including email, digital advertising, content marketing, webinars, events, and partnerships • Launch minimum 2-3 integrated campaigns per month with documented lead generation targets and ROI expectations • Create and optimize campaign landing pages, lead nurture sequences, and conversion flows • A/B test campaign elements to continuously improve performance and lead quality • Manage campaign budgets, and promotional spend to maximize ROI • Design and implement lead scoring models in collaboration with Sales • Own lead database management, hygiene, and segmentation; maintain lead flow dashboards and reporting • Analyze lead sources and conversion funnel to identify bottlenecks and optimization opportunities • Track lead quality, conversion rates, and sales cycle impact to measure program effectiveness • Leverage HubSpot and marketing automation platform to design and optimize workflows • Build dashboards and automated reporting for lead generation performance, pipeline influence, and revenue attribution • Manage marketing technology stack and integrations; troubleshoot issues and recommend platform enhancements • Establish attribution models to demonstrate marketing-influenced revenue and pipeline contribution • Analyze campaign performance data and generate insights to inform strategy adjustments and budget allocation • Present monthly demand generation metrics to leadership • Partner with Product Marketing to align campaigns with ideal customer profiles, product positioning and GTM strategy • Work with Sales team to understand customer pain points, and buying triggers; incorporate learnings into campaigns • Support Sales enablement with competitive positioning, case studies, and collateral that drives conversions • Coordinate with Partner Marketing on co-marketing initiatives and channel partnerships that accelerate lead generation

• Personally design, execute, and optimize all programs • Build and execute a Bay Area–led, multi-city field marketing strategy • Own high-impact formats: Executive dinners and founder-led events • Design account-based field programs for high-value target accounts • Build playbooks triggered by high-intent signals • Run a steady cadence of new demand generation experiments • Partner tightly with Sales to convert engagement into pipeline • Ensure fast, disciplined follow-up on all field-sourced leads