• Own the paid demand generation strategy end-to-end — acquisition channels, campaign execution, webinars, and landing pages • Manage and optimize paid channels across Google Ads, Meta, X, LinkedIn, and emerging platforms • Plan and execute webinars, virtual events, and co-marketing campaigns that drive pipeline • Build high-converting landing pages for campaigns, product launches, audience segments, and partner initiatives (e.g., agency landing page) • Own marketing attribution and reporting — build the measurement framework so we can tie spend to signups, upgrades, and revenue • Collaborate with Growth (in-product experimentation, lifecycle marketing) and Product Marketing (launches) to ensure campaigns align with product moments • Own budget allocation across channels and optimize spend based on CAC, LTV, and payback period • Manage agency relationships and hold external partners accountable to performance targets • Test aggressively — new channels, new creatives, new audiences, new formats — and kill what doesn't work fast

• Own paid demand generation for B2B & SaaS brands • Manage and optimise campaigns across platforms including LinkedIn Ads, Google Ads, Microsoft Ads, Meta Ads, Reddit and Capterra • Success measured by pipeline impact, not just leads • Produce clear performance reports that go beyond metrics to explain what’s working and what should change • Work closely with a Demand Generation Manager to execute and report on campaigns

• Full-Funnel Ownership: Lead the strategy, daily management, and scaling of Meta, TikTok, and Pinterest. • AI Integration: Implement and manage AI-driven workflows for creative iteration, copy generation, and predictive performance modelling to increase speed-to-market for new ads. • Creative Strategy: Partner with the brand and content teams to develop snackable and purpose-driven ad creative. • Lead the content iteration process, testing hooks, re-hooks, and CTAs to maximize conversion rates. • Budget & Pacing: Manage a 7-figure annual spend, ensuring efficient allocation across regions and provinces to meet weekly net-growth targets. • Measurement & Attribution: Utilize attribution tools to track blended ROAS and make data-driven decisions based on TRUE cohort retention data. • Collaborative Alignment: Stay current with social and paid media trends and communicate these developments to leadership to ensure strategic alignment across all channels.

• Own enterprise demand generation • Own pipeline from enterprise programs and how it performs • Plan and run demand gen programs across channels (ABM, paid, content, creators, partnerships) • Focus on what actually creates pipeline, not just engagement • Use AI to speed up program creation, targeting, and analysis • Set clear metrics and keep a simple rhythm around performance • Build and run multi-channel programs for enterprise accounts • Develop programs that feel tailored and relevant, not high-volume • Work with design to keep quality and consistency high • Use AI to generate ideas, test variations, and scale personalization • Partner with sales and revenue development on accounts and priorities • Align demand gen motions with outbound so efforts reinforce each other • Support deals with targeted programs when needed • Focus on pipeline, not just clicks or leads • Test new ideas across channels and formats • Use AI to run faster experiments and learn quickly • Keep what works, drop what doesn’t • Turn strong experiments into simple, repeatable systems