• Own the strategy and execution of integrated campaigns across key segments, aligning messaging, channels, and tactics to drive pipeline. • Develop and scale account-based and segment-focused programs that target priority audiences with tailored, high-impact experiences. • Build and execute joint marketing programs with strategic partners to expand reach and drive qualified pipeline. • Own the strategy and execution of webinars, field events, and industry tradeshows, ensuring they drive measurable engagement and pipeline. • Own the end-to-end handoff from marketing to sales, including alignment on targets, follow-up strategy, and enablement needed to convert pipeline. • Lead and develop a nascent Demand Gen team, setting priorities, providing direction, and elevating overall performance and impact.

• Own all paid acquisition channels — directory listings, pay-per-lead programs, paid search, paid social — and their ROI • Track CAC, LTV, and payback period for every paid source; report against pipeline and revenue targets weekly in front of the founders • Build and run landing page tests to improve conversion on paid traffic • Manage the experimentation budget — propose the test, ship it, kill it or scale it based on data • Build AI agents to automate bid management, creative iteration, and reporting so the repetitive ops don't live on your plate • Take over an active HubSpot instance with lead source attribution and contact-level qualification tracking; improve it • Operate across a modern measurement stack (HubSpot, GA4, GSC, custom MCP integrations) with a defined ICP and a backlog of experiments ready to ship

• 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.

• Own our Paid Social and Paid Search channels end-to-end: define strategy, set operational priorities, and manage execution to profitably scale new-customer growth within our subscription-based e-commerce/D2C model. • Lead the Meta execution engine by developing a strong creative strategy, managing a high-velocity, high-quality creative production pipeline with internal teams and agencies, and continuously improving sales funnels (including landing pages) with our Shop team. • Manage and develop a high-performing in-house team and external partners: define clear priorities and responsibilities, and continuously improve workflows, tools, and infrastructure with a strong focus on AI and automation. • Scale Google performance by optimizing campaign setups, ad strategy, and budget allocation, while exploring and testing new funnels for different intent clusters. • Lead structured channel reporting and qualitative creative analysis: systematically identify bottlenecks, new messaging angles, and growth opportunities, and provide clear guidance to the team. • Translate performance, creative, and customer insights into clear hypotheses and structured testing roadmaps for media buying, creative production, and funnel optimization. • Collaborate closely with cross-functional teams — including Design, Product/Customer Research, Shop, Data/Analytics, other Sales Channels, and Operations — to align priorities and maximize business impact across the funnel. • Stay ahead of platform developments, algorithm changes, and best practices both inside and beyond the dog-food market, and monitor advanced markets (especially the US and UK) to generate learnings and testing opportunities.