• Develop and execute multi-channel demand generation campaigns to drive customer engagement, expansion pipeline, and bookings across existing customer segments in North America • Support product launches and customer whitespace initiatives, translating new capabilities into clear, compelling value for current customers • Build targeted, persona- and account-based programs aligned to sales priorities and business objectives • Partner closely with Sales and Account Management leaders to plan campaigns, align on goals, track performance, and deliver effective sales enablement materials • Develop compelling customer success stories and activate them consistently across integrated demand generation campaigns • Collaborate with cross-functional stakeholders to execute customer-focused webinars, user groups, executive roundtables, and events • Analyze campaign performance and pipeline impact, using insights to optimize programs and improve results over time

• Own Pay Per Click strategy, governance, and vendor oversight • Lead reviews and reputation strategy • Run weekly performance reviews across Growth teams • Partner on OPP-level reporting and insights • Translate performance data into admissions impact

• Own end-to-end performance of our paid media program, with LinkedIn as the primary channel and additional investment across paid search, newsletters, and experimental channels • Drive month-over-month and quarter-over-quarter growth in paid-sourced pipeline by continuously optimizing targeting, messaging, creative, and budget allocation. • Translate platform data and customer insights into strong creative briefs and campaign concepts, partnering with Brand Design to launch and continuously refresh high-performing image, carousel, and video ads based on real performance data. • Synthesize data across ad platforms, CRM, and sales insights to uncover the underlying drivers of campaign performance and turn those findings into sharper messaging and stronger creative. • Design and execute structured experiments in new or underutilized paid channels (e.g., Reddit, YouTube, others) to reach new audiences beyond our distribution footprint. • Report on performance in a way that explains not just what happened, but why

• Build and deploy email campaigns and automated workflows in Salesforce and HubSpot • Manage audience segmentation and list logic directly in the platforms • Execute campaign sends, QA, and scheduling • Track performance, report on results, and recommend optimizations • Partner with internal teams in recurring working sessions