• Define UA channel strategy and media planning across paid social, ad networks, and other relevant channels. • Recommend budget allocation and reallocation based on performance, scalability, and channel saturation limits. • Provide and refine CPI benchmarks by geo, platform, and channel. • Monitor and optimize toward cost efficiency, creative performance, early ROAS, and payback signals. • Supervise campaign structure, setup, bidding strategies, budget pacing, and ongoing optimization. • Guide creative testing needs from a UA perspective and provide feedback to improve CTR, CVR, and CPI. • Set execution priorities, weekly plans, and testing roadmaps for the internal UA Specialist. • Deliver concise, action-oriented reporting on spend, performance, risks, and immediate optimization opportunities.

• Own the integrated campaign calendar for new logo acquisition in the North America Higher Ed segment, with pipeline targets defined for every program • Translate GTM positioning and competitive differentiation from the GTM Marketing team into compelling, audience-specific campaign narratives and assets • Execute multi-channel campaigns spanning paid media, email, content syndication, webinars, and field event integration • Design and run ABM programs for target accounts across the Higher Ed universe — account-based thinking is core to this role, not optional • Support Blackboard’s visibility in AI-generated research environments (GEO), coordinating with the VP GTM on which prompts and themes buyers are searching • Partner with Marketing channel teams to ensure programs compound ROI rather than run in isolation • Build AI-native workflows for always-running campaign analysis, audience personalization, and performance optimization — and share what you’re building with the broader team • Own Blackboard’s presence at third-party conferences in North America, including EDUCAUSE and other Higher Ed sector events • Manage regional field activation programs — road shows, executive dinners, partner-hosted events — tied to pipeline goals in specific accounts or geographies • Serve as a key campaign contributor to BbT26, Blackboard’s flagship customer event, ensuring field and campaign strategies are coordinated • Build and own post-event attribution models: every event investment is measured against pipeline sourced, pipeline influenced, and closed won contribution • Coordinate logistics and agency relationships for event execution; manage event budgets and vendor contracts • Own a direct pipeline contribution target — not just activity metrics. You hold a number, review it weekly, and course-correct when programs underperform • Work with Marketing Intelligence to define campaign-level pipeline targets and track performance against them • Leverage intent data and buying signals from the Marketing Intelligence team to prioritize campaign audiences and personalize outreach • Build and maintain multi-touch attribution to ensure campaign contribution is accurately captured across the full funnel • Flag expansion signals — customer engagement patterns, advocacy activity, product usage — to the Customer Growth & Advocacy team so post-sale programs can act on them • Brief and collaborate with Content and Brand teams to develop campaign assets: landing pages, nurture emails, one-pagers, and digital ads • Coordinate with Marketing Ops to ensure proper list segmentation, lead routing, and campaign tracking in HubSpot and Salesforce • Align with Product Marketing on sales enablement and ensure campaign messaging is consistent across GTM teams • Develop field-specific assets — event booth briefs, executive event guides, post-event nurture sequences — that connect field presence to campaign pipeline • Own campaign performance reporting: pipeline contribution, MQL-to-SQL ratios, closed won rates, cost per opportunity, and event ROI • Continuously test and optimize campaign elements — messaging, creative, CTAs, audience segments — to improve performance • Present campaign results and recommendations at weekly pipeline reviews; come with a point of view, not just a dashboard • Influence without authority: work across Sales, CS, and Marketing to ensure campaigns are well-supported and properly credited

• Partner with stakeholders across Marketing, Product Marketing, Brand, SEO, Product, and Engineering to plan and execute web initiatives. • Help shape the website roadmap based on business goals, user behavior, technical opportunities, and performance data. • Identify opportunities to improve site structure, navigation, content discoverability, and user journeys. • Lead and support large-scale web initiatives such as content migrations, site restructures, new page launches, CMS improvements, and website refreshes and redesign efforts. • Audit existing website experiences and recommend improvements for usability, scalability, and conversion. • Ensure projects are clearly scoped, documented, prioritized, and communicated across teams. • Act as a strategic partner to stakeholders while balancing business needs, technical feasibility, and user experience. • Own the website experimentation program using tools like VWO. • Build and maintain an experimentation roadmap aligned to business priorities and conversion goals. • Develop hypotheses grounded in user behavior, analytics, qualitative feedback, and business context. • Launch A/B tests, multivariate tests, personalization campaigns, and UX experiments focused on improving sign ups, conversion rates, user engagement, CTA performance, navigation flows, and landing page performance. • Analyze experiment results and communicate insights, recommendations, and next steps to stakeholders. • Partner with analytics and engineering teams to ensure accurate tracking, measurement, and reporting. • Create a culture of evidence-based decision making through experimentation and iterative improvement. • Translate business goals into actionable web strategies and experiment plans. • Communicate timelines, tradeoffs, risks, and recommendations clearly to stakeholders. • Help establish scalable processes for web requests, experimentation intake, prioritization, and reporting.

• Engage in daily advanced training focused on personal development, mindset, and leadership to continually sharpen your competitive edge. • Develop and implement strategic marketing and business development initiatives by placing ads across various social platforms (full training and support provided). • Guide prospective clients through a structured discovery process, ensuring alignment and building quality partnerships that drive revenue growth. • Harness cutting-edge AI technologies to optimise lead attraction and broaden your market reach. • Actively participate in live global training calls, contributing to a vibrant, high-performance team environment.