• Own and accelerate omnichannel demand strategy across paid media, organic, community, events, field marketing, and ecosystem partnerships • Drive net-new qualified enterprise pipeline aligned to ICP accounts • Strengthen campaign architecture, segmentation, and targeting precision • Introduce high-leverage growth plays relevant to the Salesforce DevOps and developer ecosystem • Improve campaign-to-opportunity conversion and channel efficiency • Establish clear performance benchmarks, reporting rigor, and pipeline visibility • Partner closely with Sales leadership to align on target accounts and revenue goals • Lead and mentor the demand team toward experimentation, accountability, and performance

• Technical implementation and management of CRM campaigns in tools such as Salesforce Marketing Cloud, Braze, or comparable ESPs • Building and automating workflows, journeys, and trigger-based campaigns • Segmenting target audiences and maintaining data models (e.g., Data Extensions in SFMC) • Integrating and connecting data sources (API, SQL, ETL processes) • Creating and maintaining dynamic templates (HTML, AMPscript, Liquid, etc.) • Testing, QA, and monitoring campaigns (including reporting & troubleshooting) • Close collaboration with Data, Creative, and Project Management teams to deliver holistic CRM projects

• Own end-to-end B2C paid search and paid social strategy (Google Ads, Microsoft Ads, Performance Max, Demand Gen, Meta, TikTok, Reddit, YouTube) to drive new subscription acquisition, trial-to-paid conversion, and reactivation for the CE Broker product line. • Build and lead the organic search program for CE Broker—technical SEO, content SEO, on-page optimization, internal linking, and authority-building—targeting individual healthcare professionals searching for license renewal, CE tracking, and continuing education solutions. • Monitor cebroker.com web and data analytics using GA4, Google Search Console, and business intelligence tools (including Looker/Data Studio or other platforms) — tracking traffic volume, channel mix shifts, user behavior, and anomalies; surface insights on fluctuations in organic, direct, referral, and paid traffic to inform strategy and flag issues early. • Develop the subscription-economics measurement framework (CAC, payback period, LTV:CAC, ROAS by cohort, retention-adjusted ROAS) and use it to allocate budget across channels, campaigns, geographies, and license-board audiences. • Embed AI across the search workflow: deploy LLM-driven keyword and SERP research, AI-assisted ad copy and landing-page generation, automated bid and budget pacing, predictive audience modeling, and AI-powered reporting and anomaly detection. • Design and run a continuous experimentation roadmap—ad creative, bidding strategies, audiences, landing pages, pricing presentation, and checkout flows—using A/B and incrementality testing to compound subscription growth. • Optimize the subscriber funnel in partnership with the Director of Growth Product Management, influencing landing pages, pricing pages, sign-up flows, and on-site search experiences so that paid and organic traffic convert at best-in-class rates. • Develop and own the CE Broker SEO content strategy in partnership with Growth Marketing and Product Marketing—mapping search intent across license types, state boards, and renewal cycles to a high-velocity publishing roadmap. • Manage paid media budget and forecast subscription acquisition, delivering monthly and quarterly plans with channel mix, expected CAC, expected new subscribers, and downside/upside scenarios; pace daily and re-forecast as needed. • Build executive-ready reporting and dashboards (Looker/Data Studio, GA4, Search Console, ad platforms, subscription billing) that connect search performance to subscriber, revenue, and retention outcomes; present results, insights, and recommendations to marketing leadership and the broader CE Broker business. • Partner with Product, Data, and Engineering teams to audit, maintain, and improve GA4 event tracking and conversion measurement on cebroker.com — ensuring subscription-critical events (trial starts, checkout steps, subscription conversions, reactivations) are firing accurately and that data integrity supports reliable reporting and optimization decisions. • Stay ahead of fast-moving changes in search—AI Overviews, generative search experiences (SGE), zero-click results, privacy and tracking shifts, and evolving paid auction dynamics—and translate them into proactive strategy adjustments. • Partner with Growth Marketing and Product Marketing to ensure consistent messaging, audience segmentation, and downstream nurture for subscribers acquired through paid and organic search. • Manage relationships with external agencies, freelancers, and martech vendors as needed; evaluate and rationalize the SEO/PPC tool stack (e.g., SEMrush/Ahrefs, Screaming Frog, Search Console, Optmyzr, AI copy and bid tools) for impact and efficiency. Recommend additional tooling or tooling consolidation. • Develop a deep understanding of the healthcare professional audience—license renewal cycles, CE requirements by state and board, and competitive alternatives—and use that insight to differentiate CE Broker in both paid and organic channels.

• Own and optimize day-to-day SEM operations across SMB lending, credit cards, insurance, and banking verticals, including bidding strategies, budget allocation, ad copy development, keyword management, and campaign structure optimization. • Design, execute, and analyze structured experiments across audiences, creative, bidding strategies, and landing page experiences, synthesizing findings into scalable optimization playbooks and growth frameworks. • Develop and maintain reporting frameworks and dashboards using Salesforce, Looker, Snowflake, and other analytics tools to measure marketing performance, identify opportunities, and surface actionable insights. • Manage and optimize campaigns across Google Ads, SA360, and Microsoft Ads, applying best practices in campaign architecture, automation, and performance optimization. • Build and scale emerging paid social acquisition programs across platforms such as Meta, LinkedIn, and TikTok by defining channel strategy, testing creative approaches, and establishing repeatable growth loops. • Independently drive initiatives from concept through launch and post-performance analysis, bringing structure, momentum, and strong business judgment in a fast-paced environment. • Partner cross-functionally with Product, Analytics, BI, Creative, and broader Marketing teams to improve acquisition performance and align channel strategy with broader SMB business goals. • Stay informed on industry trends, platform changes, privacy developments, and emerging growth opportunities to continuously evolve acquisition strategies and maintain a competitive edge.