• Build and lead the team: Manage two paid media contractors from day one, with a plan to convert them to full-time hires by January, and grow the team to 2-3 people within the first 12 months. You’ll hire, onboard, coach, and develop direct reports. This is a people-management role, not a solo IC function. • Own paid media strategy and budget: Plan, allocate, and manage a $5M+ annual budget across LinkedIn, Meta, YouTube, Google, Reddit, TikTok, DSP, and DOOH. Every dollar accountable. • Manage agencies and contractors: Brief, steer, and hold external partners accountable. You set the strategy and testing agenda; they execute. You know what good agency output looks like because you’ve been on that side of the table. • Run paid social as a primary channel: LinkedIn, Meta, YouTube, Reddit, and TikTok are where our buyers spend time. You’ll build audience strategies, creative testing frameworks, and campaign architectures that turn paid social into a pipeline driver. • Build the infrastructure: Stand up measurement frameworks, attribution models, tagging systems, and reporting dashboards. If the plumbing doesn’t exist, you build it. Work with RevOps and marketing ops to close the loop between ad spend and pipeline. • Run structured experimentation at scale: Design and execute testing programs across creative audiences, channels, and bidding strategies. You have a methodology for this, not just a habit of “trying things.” Document what works, kill what doesn’t, share findings across the org. • Use AI to sharpen performance: You’re already using AI for bidding optimization, audience modeling, creative iteration, and performance analysis. We expect you to show how AI fits into your workflow and where it gives you an edge. This isn’t a nice-to-have; it’s how modern paid media operates. • Drive full-funnel programs: Campaigns that serve the entire buyer journey, from awareness through demo requests and pipeline acceleration. Coordinate with demand gen, ABX, content, and sales. • Report on what matters: Translate platform metrics into business outcomes: pipeline generated, cost per opportunity, influenced revenue.

• Partners portfolio and clinical marketers as well as sales to build cohesive cross channel campaigns to drive awareness and demand. • Builds campaign execution plans and coordinates cross-channel delivery for assigned initiatives. • Manages timelines, dependencies, and launch-readiness checklists to ensure on-time delivery. • Coordinates creative, content, operations, and stakeholder review cycles. • Ensures tracking readiness, including UTM setup, naming conventions, and conversion actions. • Executes paid activation within established standards, where applicable. • Partners analytics to instill a continuous improvement culture across tactics, setting benchmarks and developing playbooks for future use. • Partners with business-unit stakeholders to align campaign activity to milestones, launches, and conversion goals.

• You develop our campaigns from the initial idea through to analysis, optimizing the entire funnel — from awareness to a clean handover to Sales. • You will work primarily with HubSpot: building landing pages, forms and nurture tracks, maintaining lead scoring, testing variants and keeping an overview through reporting. • You manage LinkedIn Ads and Google Ads/SEA together with an external agency. You will also grow LinkedIn — both organically and via paid channels — into an important lead source. • Together with the content team you develop compelling assets: whitepapers, case studies, blog posts. Through account-based marketing and targeted segmentation, you deliver them to your ideal customers. • AI tools handle routine tasks for you — for variants, data enrichment and reporting. Using intent data such as SalesViewer, you identify early which companies are interested and turn website visitors into real leads. • You maintain constant communication with Sales — leads are handed over cleanly and feedback flows back into campaigns. • At the start, you and the team will jointly define what counts as a qualified lead for you.

• Create and split-test high-performing ad creatives and messaging • Manage and scale Meta Ads campaigns with effective targeting strategies • Run Google Search Ads focused on high-intent keyword targeting • Optimize landing pages to improve conversion rates • Analyze campaign performance and continuously optimize based on data • Build email nurture and drip campaigns (bonus)