• Develop and own paid media strategy across all digital channels, including SEM, paid social, programmatic display, CTV, and emerging platforms. • Lead channel planning with a full-funnel perspective, ensuring campaigns align to the buyer journey and drive qualified demand. • Manage a significant paid media budget with full accountability for pacing, allocation, ROI, and performance. • Make real-time investment decisions based on performance data, reallocating spend to maximize pipeline impact. • Oversee both direct spend and third-party vendor investments. • Run always-on paid media programs that create continuous demand generation. • Partner closely with the Revenue Marketing team to amplify key campaigns, launches, events, and strategic initiatives. • Design and execute sophisticated audience targeting strategies. • Build and optimize account-based marketing programs for priority accounts. • Develop retargeting programs that support long B2B buying cycles and keep prospects engaged. • Own performance outcomes, including MQL targets, pipeline contribution goals, and cost-per-opportunity benchmarks. • Monitor results regularly and proactively identify and address performance gaps. • Build and execute a structured testing roadmap across channels, audiences, creative approaches, and bidding strategies. • Continuously evaluate new opportunities to improve performance and expand reach. • Partner with web, growth, content, and design teams to improve conversion rates across paid traffic experiences. • Drive testing and optimization initiatives based on performance data and user behavior insights. • Leverage platform automation capabilities including Smart Bidding, AI-driven optimization, and audience expansion features. • Understand when to rely on automation and when manual intervention is required. • Manage agencies, contractors, freelancers, and platform representatives. • Establish clear expectations, accountability measures, and performance standards. • Monitor market trends, competitive activity, and emerging channel opportunities. • Use insights to strengthen targeting, messaging, and overall paid media strategy. • Deliver clear, data-driven reporting to senior stakeholders and executive leadership. • Serve as the subject matter expert for paid media performance and strategy. • Represent paid media insights in customer, prospect, and executive conversations as needed.

• Develop quarterly and annual demand generation plans aligned with business and marketing objectives. • In partnership with RevOps develop and execute a global ABM strategy, leading integrated campaigns. • Build repeatable campaign processes and best practices that improve speed, consistency, and performance. • Manage campaign calendars, priorities, and resource alignment across marketing functions. • Establish clear reporting and processes to establish a global standards for Prosci • Partner with Sales and RevOps to support enterprise growth priorities. • Develop and execute account-based and account-engagement programs for target organizations. • Improve buying-group engagement and opportunity progression through coordinated marketing activities. • Support pipeline acceleration initiatives throughout the sales cycle. • Collaborate with Sales leadership to identify opportunities for increased account penetration and expansion. • Drive demand generation initiatives that support Prosci’s public programs, memberships, and digital offerings. • Improve lead-to-registration and lead-to-customer conversion rates through testing, optimization, and audience targeting. • Develop nurture programs that increase engagement, retention, and expansion. • Partner with Digital Experience teams to optimize conversion paths and customer journeys. • Leverage individual learner and member engagement to identify and support future enterprise opportunities. • Serve as the central orchestrator for integrated conversion marketing campaigns across Brand, Content, Product Marketing, Digital Experience, Regional Marketing, Sales and RevOps. • Lead campaign planning processes that align messaging, content, channels, timelines, and measurement across functions. • Translate business priorities into coordinated marketing programs that drive awareness, engagement, pipeline, registrations, and revenue. • Foster strong working relationships across teams to improve execution quality and organizational alignment. • Ensure campaign objectives, ownership, and success metrics are clearly defined and understood. • Lead, coach, and develop demand generation resources (team of 2-4). • Establish clear goals, performance expectations, and development plans. • Foster a culture of accountability, collaboration, experimentation, and continuous improvement. • Contribute to the evolution of Prosci’s marketing operating model and growth strategy. • This role requires travel 4-5 times per year for team meetings, company events etc.

• Architect and implement demand generation strategy across multiple channels and portfolio companies • Generate qualified pipeline growth through coordinated digital marketing, content, events, and ABM programs • Lead and develop a high-performing demand generation team • Partner with Sales leadership to align on pipeline goals and optimize lead quality • Manage marketing technology stack and optimize marketing automation and CRM systems • Establish data-driven KPIs and reporting to measure ROI and campaign effectiveness • Present strategic recommendations and performance insights to executive leadership

• Own the demand generation strategy and execution for IT buyers across target industries, partnering closely with Sales leadership and cross-functional teams to build a scalable, high-performing growth engine • Help evolve and operationalize ConnectWise's go-to-market approach for internal IT, adapting and tailoring existing GTM motions to effectively reach, engage, and convert internal IT buyers. • Develop and execute integrated campaign strategies spanning channel/indirect motions, digital demand generation, and brand awareness programs to drive pipeline and revenue outcomes. • Orchestrate integrated campaigns across inbound and outbound channels in partnership with Field Marketing, Digital Marketing, and Marketing Ops • Own pipeline metrics for the internal IT business, including MQL volume, MQL-to-SQO conversion, pipeline creation, velocity, and contribution to bookings targets. • Partner with Rev Ops to build reporting rhythms that track performance, surface leakage, and drive continuous optimization • Act as the internal champion for the internal IT buyer segment, communicating campaign strategy, performance, insights, and upcoming programs to Sales leadership and key stakeholders. • Identify gaps in the demand engine and bring forward recommendations to close them