• Own the inbound marketing funnel, with a primary focus on SEO and SEM, to drive qualified leads and pipeline growth. • Plan, launch, and optimize paid search (SEM) campaigns, managing budgets, bids, keywords, ad copy, and landing pages to hit cost-per-lead and ROAS targets. • Develop and execute the SEO and GEO strategy, including keyword research, on-page optimization, technical SEO, and content recommendations to grow organic traffic and rankings. • Own website and landing page conversion rate optimization, continuously testing messaging, offers, user journey, and page experiences to improve lead conversion and pipeline generation.  • Support building and managing nurture campaigns, lead scoring, and automated workflows in Marketo to move prospects through the funnel. • Maintain clean lead and campaign data and report on funnel performance in Salesforce, partnering with sales on lead handoff and attribution. • Define, track, and report on funnel KPIs - traffic, conversion rates, MQLs, SQLs, cost per lead, pipeline contribution, and revenue generated, and share insights with stakeholders. • Run a consistent cadence of A/B tests and experiments across channels, landing pages, and messaging to continuously improve conversion. • Collaborate with content and product marketing to align campaigns with the buyer’s journey and our childcare-provider audience.

• Build, launch, and optimize paid advertising campaigns across: Meta Ads (Facebook & Instagram), Google Ads (Search, Shopping, and Performance Max) • Configure campaign structures, audience targeting, creative testing, and campaign settings. • Perform quality assurance (QA) before campaign launches to ensure accuracy and consistency. • Monitor campaign performance and budget pacing on a daily basis. • Identify underperforming campaigns and recommend optimization opportunities. • Execute audience refreshes, bid adjustments, and creative rotations based on performance data. • Ensure campaigns meet performance goals while maintaining efficient budget allocation. • Prepare weekly and bi-weekly performance reports for multiple client accounts. • Analyze key performance metrics and provide actionable insights. • Track campaign performance against KPIs and identify trends that support continuous improvement. • Present data in a clear, organized, and client-friendly format. • Manage multiple advertising accounts simultaneously while maintaining high levels of organization. • Maintain consistent campaign naming conventions and account structures. • Support account audits and onboarding for new clients. • Collaborate closely with senior media buyers and internal teams to execute paid media strategies efficiently.

Develop and write compelling proposal content, collaborate with subject matter experts to gather data, and analyze RFP requirements to ensure compliance and accuracy in proposal submissions while participating in quality improvement initiatives.

**THE WORK** This is a B2B Meta ads seat. You'll own campaigns end to end — strategy, targeting, budget, testing, optimization — for B2B audiences specifically. This is not a B2C DTC role and not a brand-awareness role. Success here is not measured by clicks or impressions. It's measured by **booked calls and qualified sales opportunities**. If your campaigns don't produce pipeline, they don't work — no matter how good the CTR looks. You'll also need to produce creative yourself. This is not a pure media-buying seat where someone else hands you finished ads. You need to be able to draft, write, and create direct-response static and video ad concepts when needed. **HOW WE WORK** - Pipeline accountability, not vanity metrics - Transparent reporting — you explain what's working and why, with data behind every recommendation - Fast-paced, feedback-heavy environment — you take feedback without ego and give it constructively - Small senior team, direct line to operators, zero bureaucracy **WHAT YOU'LL ACTUALLY DO** - Build, launch, and manage B2B Meta ad campaigns end to end - Own targeting, budget allocation, and ongoing optimization - Draft and create direct-response static and video ad concepts - Report weekly on performance with clear, data-backed recommendations - Iterate quickly based on what the data shows — not personal preference - Collaborate with the creative and growth teams on testing roadmaps