• Analyze existing Crystal Reports, including underlying logic, dataset structures, parameters, grouping rules, formatting, and export configurations. • Identify constraints, risks, assumptions, and technical dependencies that may influence conversion activities. • Confirm report inventory and provide clarification summaries or follow‑up questions needed before finalizing development tasks. • Recreate Crystal Reports as functionally equivalent SSRS reports, ensuring consistency across: • Data logic, joins, and calculations • Record groupings, summaries, and totals • Filters, prompts, and parameter behavior • Layout, formatting, and template structures (as feasible within SSRS capabilities) • Export formats such as PDF, Excel, and other required outputs • Deliver reports without redesigning or altering business rules unless explicitly requested through project direction. • Perform detailed side‑by‑side comparisons of Crystal and SSRS outputs to confirm full functional equivalence. • Validate record counts, totals, financial or fee‑related calculations, grouping structures, and compliance‑related outputs. • Document and resolve discrepancies, ensuring all reports meet acceptance criteria before final delivery. • Prepare clear technical documentation to support long‑term maintenance of SSRS reports by internal staff. • Conduct knowledge‑transfer sessions or walkthroughs as needed for technical and non‑technical team members. • Coordinate with IT staff to deploy completed SSRS reports into the designated reporting environment.

• Build and scale campaigns across Meta (Facebook / Instagram), Google Ads, Microsoft (Bing), Craigslist • Manage Ads Manager platforms directly (no outsourcing) • Run A/B testing (copy, creatives, targeting) • Optimize for CPL, CAC, ROAS • Build retargeting funnels and multi-stage investor journeys • Control budgets and scale winning campaigns • Launch digital campaigns for new investment offerings • Build full acquisition funnels (ads → landing pages → email → retargeting) • Identify new audience segments and growth channels • Execute on-page and off-page SEO • Perform keyword research and competitor analysis • Improve rankings and organic traffic • Track keyword performance and domain growth • Manage LinkedIn, Facebook, Instagram • Build investor-focused content strategy • Grow engagement and qualified audience • Maintain strong brand positioning • Track performance in Google Analytics, Meta Ads Manager, Google Ads • Deliver weekly performance reports • Make data-backed optimization decisions

• Drive pipeline growth by designing and executing integrated demand and lead generation campaigns across paid media, content marketing, email, webinars, and digital channels • Develop multi-touch campaign strategies that move prospects from awareness through consideration to sales-qualified opportunities • Create compelling campaign messaging and offers that resonate with vertical SaaS founders, product leaders, and finance executives • Test and optimize campaign tactics continuously to improve performance and cost-efficiency • Own and manage paid advertising channels including LinkedIn Campaign Manager, Google Ads, and programmatic display to reach target audiences at scale • Develop audience segmentation strategies and precise targeting parameters based on industry verticals, company size, job titles, and buying intent signals • Test and evaluate emerging paid channels (Reddit Ads, Capterra, G2, industry-specific platforms) to identify new opportunities for efficient prospect acquisition • Monitor campaign performance using Google Analytics, platform analytics, and attribution tools to optimize spend allocation and improve ROI • Manage monthly paid media budgets, conducting regular A/B tests on ad creative, messaging, landing pages, and audience targeting to maximize conversion rates • Implement and refine lead scoring models in collaboration with sales to ensure marketing passes high-quality opportunities • Build and manage nurture programs that educate prospects on embedded payments value and keep Payabli top-of-mind • Optimize conversion rates at each funnel stage, identifying bottlenecks and implementing improvements to accelerate pipeline velocity • Establish clear lead qualification criteria and SLAs with sales to ensure seamless handoffs and accountability • Develop and execute targeted omni-channel ABM campaigns for high-value vertical SaaS prospects in priority vertical SaaS industries like hoa, property management, legal tech, and field services, healthcare, and more • Create personalized content and coordinated touchpoints across multiple channels to engage key decision-makers at target accounts • Collaborate with sales on account selection, messaging strategy, and outreach sequencing to maximize engagement • Track account progression and campaign influence to demonstrate ABM impact on pipeline and revenue • Own demand generation metrics including lead volume, conversion rates, cost per lead, pipeline contribution, and marketing-sourced revenue • Build dashboards and regular reporting that provide visibility into campaign performance and marketing ROI • Conduct win/loss analysis and attribution modeling to understand what drives prospect conversion • Use data insights to allocate budget effectively and make recommendations for program optimization • Manage marketing automation platform (HubSpot) to execute campaigns and track lead behavior • Implement tracking and attribution to connect marketing activities to revenue outcomes • Partner with sales operations on CRM hygiene, data management, and closed-loop reporting • Stay current on demand generation best practices, tools, and tactics in B2B SaaS marketing

• Develop Media Strategies: Collaborate with senior team members to create and implement media strategies aligned with clients' business goals. • Complex Project Management: Take on more intricate projects and manage high-profile client accounts. • Industry Awareness: Stay informed about industry trends and advertising best practices to enhance strategy development. • Media Planning & Execution: Build a strong understanding of media planning and campaign management, and independently manage campaign budgets. • Data Analysis & Research: Analyze campaign performance data and conduct research to provide data-driven recommendations. • Campaign & Team Collaboration: Oversee campaign execution and collaborate across teams to ensure performance goals and client expectations are met.