• Own the demand-generation strategy with a relentless focus on pipeline creation, conversion, and ROI. • Run and optimize SEO and SEM programs in partnership with external agencies, ensuring measurable outcomes. • Build, execute, and analyze multi-channel campaigns that drive qualified leads and accelerate the funnel. • Develop and manage an annual content plan including blogs, whitepapers, case studies, email workflows, and thought leadership. • Ensure content aligns to the buyer journey and supports both acquisition and retention. • Oversee website strategy, performance, optimization, and analytics. • Plan and execute industry events and tradeshows from concept to post-event ROI analysis. • Partner closely with Sales to align campaigns, enablement materials, and lead management processes. • Work with Product and Support teams to ensure marketing messaging reflects product value, customer pain points, and market opportunities. • Build dashboards, models, and reporting frameworks to track marketing performance and forecast pipeline. • Continuously test, measure, and optimize programs for CAC, LTV, MQL→SQL conversion, win rates, and retention impact. • Bring a deeply analytical and math-driven approach to decision-making.

• Build and manage paid advertising campaigns for multiple clients ranging from $5k-$100k+/mo in ad spend across various industries. • Develop growth strategies for clients and execute around measurable KPIs. • Monitor and analyze performance data and report results effectively to the team. • Create client-facing presentations, as needed, to report on strategy, testing, performance, and insights. • Proactively perform keyword research, A/B ad copy testing, competitor analysis, test target audiences and bid strategies. • Participate in creative discussions around strategies and tactics that drive results with a team of Ad Specialists.

• Build and execute full-funnel paid social strategies across Meta and TikTok, with a strong emphasis on efficient customer acquisition and conversion. • Own day-to-day management of high-budget campaigns ($80K+ monthly spend), including prospecting, retargeting, and Advantage+/Smart+ initiatives. • Develop audience segmentation, lookalikes, and interest/behavioral targeting; partner with creative teams to brief, test, and iterate on thumb-stopping social-native creative. • Creative Testing & Iteration: Design and run structured creative tests (hooks, formats, UGC, video vs. static) to improve CTR, CVR, and CPA, and continuously feed winning insights back into production. • Performance Analysis & Reporting: Monitor campaign performance, build reports, and surface actionable insights to improve efficiency and scale. • Budget Management: Allocate and optimize budgets across platforms and campaigns to maximize return on ad spend (ROAS) and conversion volume. • Pixel & Conversion Tracking: Ensure robust tracking via the Meta Pixel/Conversions API and TikTok Pixel/Events API, and partner on attribution and measurement. • Platform Innovation: Stay on top of Meta and TikTok updates, automation features, and beta opportunities to drive competitive advantage. Expand into Pinterest and Reddit where they unlock incremental growth.

• Own campaign planning and execution—paid, email, content syndication, webinars, and more—in partnership with our agency • Build and optimize nurture programs and conversion funnels across the full buyer journey • Track, analyze, and report on campaign performance; translate data into clear recommendations and next steps • Partner with Sales Ops to improve lead scoring, routing, and funnel conversion • Work closely with sales to ensure tight campaign-to-followup loops and feedback cycles • Use available tools—including AI where it helps—to work efficiently without losing the strategic thinking that makes campaigns actually work • Translate product positioning into campaign messaging that resonates with technical and business buyers • Collaborate on go-to-market assets (landing pages, emails, one-pagers) to support campaign launches • Conduct market and competitive research to keep campaigns sharp and differentiated