• Partner with the Global Growth Marketing leadership to ensure the paid media strategy is anchored to Sophos’ global demand generation priorities, campaign themes, and growth drivers. • Translate global campaign briefs, messaging frameworks, and creative assets into Americas-specific paid media plans — adapting for local market dynamics, competitive landscape, and buyer behavior. • Serve as the liaison to Americas regional marketing in global paid media planning cycles, contributing regional performance data, market insights, and channel recommendations that inform global strategy. • Collaborate with peer paid media managers to share test results, channel learnings, and optimization playbooks, enabling the global team to move faster and smarter. • Co-develop global paid media standards, governance frameworks, and reporting. • Manage and optimize a multi-million dollar annual paid media budget with a disciplined, ROI-first approach to allocation across full funnel, campaigns, and audience segments. • Track, and report on weekly, monthly, and quarterly KPIs for both the Americas and as an input to global reporting. • Hands-on execution of paid digital campaigns spanning the full demand funnel: awareness, consideration, and conversion. Primary execution coverage for Americas while working as one of the global paid media managers. • Work with agency partners and internal stakeholders to plan, launch, and optimize campaigns across paid search (Google Ads, Microsoft Bing), paid social (LinkedIn, Reddit, YouTube), programmatic display, and emerging channels such as podcasts and connected TV. • Lead account-based marketing (ABM) integration with paid media, coordinating with the ABM and sales teams to reach high-value target accounts with precision and personalization. • Develop audience segmentation strategies that align channels and creative to buyer personas, segments, and stages in the buying cycle. • Manage and evolve retargeting programs to accelerate pipeline by re-engaging in-market accounts.

• Own and scale key non-paid channels (email, webinars, and direct mail) with a focus on engaging enterprise accounts • Plan and execute end-to-end demand generation campaigns tailored to the Enterprise segment, ensuring alignment to business goals and sales priorities • Measure, analyze, and optimize campaign performance using data to continuously improve pipeline generation and efficiency • Develop and run intent and interest based programs in close partnership with Sales to engage, nurture, and progress high value accounts • Partner with content marketing to activate compelling, targeted content that resonates with enterprise buyers • Collaborate cross-functionally with Sales, Marketing, and RevOps to ensure integrated, cohesive demand generation efforts and strong alignment across the funnel

• Own and execute Oyster's demand generation strategy, driving qualified pipeline across acquisition channels aligned to our ICP and go-to-market motion. • Lead paid media programs across search, social, content syndication, and emerging channels, balancing efficiency with scale and ensuring strong return on marketing spend. • Partner with Sales and RevOps to define pipeline targets, align on lead quality, and create tight feedback loops between marketing investment and revenue outcomes. • Build and optimize audience segmentation and targeting strategies that improve campaign performance and marketing efficiency. • Own digital conversion funnels end-to-end, using experimentation, personalization, and data-driven insights to improve performance at every stage. • Lead a rigorous testing and optimization program across landing pages, website experiences, and key digital touchpoints. • Translate customer and behavioral data into actionable improvements that reduce friction and increase conversion. • Oversee lifecycle marketing programs that support customer onboarding, engagement, retention, expansion, and long-term lifetime value. • Develop customer journey strategies that improve activation and reduce churn, in close partnership with Customer Success and Product. • Build segmented, personalized communications that meet customers where they are and drive meaningful engagement. • Establish and own the metrics framework for growth marketing: CAC, LTV, ROAS, conversion rates, pipeline velocity, and retention. • Manage growth budgets with a strong focus on efficient allocation, forecasting accuracy, and performance against business goals. • Champion a culture of experimentation, defining hypotheses, designing tests, and translating results into scaled programs. • Build, mentor, and develop a high-performing, distributed team of growth and demand generation marketers. • Foster a culture of accountability, curiosity, and continuous improvement, where data informs decisions and people are empowered to take ownership. • Model inclusive, empathetic leadership that enables your team to do the best work of their careers.

• Own the execution of our demand engine – campaigns, paid media, BDR alignment, nurture – while also owning the HubSpot stack, attribution model, and the reporting that every function depends on. • Execute integrated campaign programs across new business and expansion – translating strategy into programs that move measurable pipeline. • Manage paid media performance across search, paid social, and retargeting, including agency relationships, channel mix, and efficiency. • Build and maintain segmented nurture tracks that convert leads over time, not just at the top of the funnel. • Manage BDR alignment: lead quality standards, handoff workflows, and outbound enablement. • Own events strategy as a demand channel, with pipeline tracking before and after each event. • Manage third-party publication placements focused on lead generation outcomes. • Own HubSpot end-to-end: attribution, data hygiene, dashboard buildout, and ongoing optimization. • Design and calibrate the lead scoring model so it reflects actual pipeline quality – not just activity. • Serve as the team's centralized reporting hub: every function gets accurate, timely performance data. • Define and maintain unified marketing processes and Asana infrastructure. • Own closed-loop attribution reporting that connects marketing activity to pipeline and revenue across every channel. • Manage intent lead routing and workflow management; manage Chili Piper in partnership with RevOps. • Partner with RevOps on system alignment and shared reporting. • Evaluate and manage the marketing tech stack – vendor relationships, renewals, and recommendations for new tools.