• Own paid advertising strategy and execution across Google, LinkedIn, Reddit, and other platforms — including campaign setup, audience targeting, creative testing, bid management, and budget optimization • Continuously test and iterate on ad creative, copy, landing pages, and audience segments to improve conversion rates and lower CAC • Manage and continuously improve website performance, including landing pages, conversion rate optimization, and SEO best practices • Work within and help evaluate the company's Martech stack — HubSpot, Marketo, Salesforce, Google Analytics, and more • Track and report on campaign performance, surface insights, and make data-driven recommendations to the team • Collaborate with the team on end-to-end webinar production — from promotion and registration flows to post-event follow-up and reporting • Go-to-market planning and execution for new product launches — including messaging, collateral, and campaign coordination • PLG funnels — onboarding email sequences, in-product messaging, and activation campaigns to improve trial conversion and user engagement • Sales enablement materials that support a quota-carrying team

• Build and run the marketing strategy from scratch • Drive top-of-funnel MQLs for Sales • Launch and manage email, outbound, and digital campaigns • Set up MQL definitions, tracking, and reporting in HubSpot • Partner with Sales on handoff, follow-up, pipeline quality • Own brand voice, messaging, and positioning • Manage outsourced marketing vendors and hold them accountable

• Own day-to-day management of Google Ads accounts, including Search, Performance Max, Demand Gen, Display, and YouTube • Build, launch, and optimize campaigns • Manage budgets, pacing spend efficiently against performance goals • Conduct ongoing analysis to identify growth opportunities • Develop testing roadmaps (creative, bidding strategies, audience expansion, landing pages) • Create clear performance narratives and insights for internal stakeholders and clients • Stay ahead of platform updates and best practices, translating changes into actionable strategy

• Owning end-to-end, full-funnel paid social strategy across a book of business, including media execution, operational excellence, and adherence to best practices; informing the evolution of future standards through experimentation and proven learnings. • Translating measurement and creative insights into compelling go-to-market narratives and client growth plans; leading client-facing communications (calls, emails, etc.) with an emphasis on storytelling over data regurgitation and adapting to different audiences. • Contributing to agency thought leadership by identifying opportunities to showcase client work through platform partnerships, including case studies, joint thought leadership, award submissions, and co-marketing activations to support PR and new business efforts. • Designing and operationalizing measurement frameworks that tie paid social to business outcomes, including platform-native conversion and brand lift tests, geo-holdout experiments, MMM and MTA tools, enhanced attribution, first-party signal capture, server-side solutions, and third-party measurement platforms (e.g., Measured, Haus, WorkMagic). • Leading complex experimentation roadmaps that expand measurement signals and improve funnel efficiency; scaling high-confidence tactics across accounts. • Adopting and championing hybrid and AI-assisted workflows for campaign build, audience generation, creative testing, and reporting; driving innovation through experimentation. • Exercising extreme ownership of client business outcomes by delivering against shared digital KPIs and demonstrating the value of Paid Social within a holistic digital strategy through QBRs, in partnership with Creative, Data Strategy, Paid Search, and Programmatic teams. • Building and maintaining platform partner relationships, including RFPing partners, co-developing learning agendas and testing roadmaps with Marketing Science teams, running quarterly partner business reviews, and activating alphas, betas, and early-access opportunities. • Coaching and mentoring Managers while contributing to training rotations and team development.