• Own the strategy and execution of all campaign initiatives, with a primary focus on acquiring high-intent enterprise leads • Manage an external agency to execute at scale, ensuring every dollar spent is optimized for pipeline and conversion • Own the end-to-end strategy for Paid Search (Google) • Act as the primary point of contact for our paid agency partner • Collaborate deeply with Product Marketing to align paid messaging with product roadmaps • Manage paid social (LinkedIn, Meta) and programmatic campaigns to drive awareness and capture demand • Manage and track annual media spend • Provide monthly and quarterly forecasts to leadership

• Own the strategy and execution of our email marketing and lead nurturing engine. • Lead the transition from generic "batch-and-blast" emails to a sophisticated, behavior-triggered lifecycle program. • Map the buyer's journey and build automated email sequences that align with specific stages. • Leverage CRM data and intent signals to create highly segmented email lists. • Maintain a rigorous testing roadmap for subject lines, CTAs, send times, and content formats. • Partner with Marketing Ops to refine lead scoring models based on email engagement data.

• Set-up, manage, analyze, and optimize paid media campaigns and budgets on a daily, weekly, and monthly basis in order to hit strict CPA and ROI goals, while maintaining or growing spend on all our available traffic sources including but not limited to Taboola, Outbrain, Facebook, Google Ads, etc. • Optimize campaigns through various strategies including but not limited to creative testing, bid adjustments, audience targeting, and day-parting. • Create online sales funnels in SalesForce CRM through record creation and management. • Work with our CRO and data teams to review funnel performance & landing page testing in order to come up with new strategies based on drop-off CTRs and CVRs. • Maintain active relationships with network representatives to be at the forefront of upcoming changes, trends, tactics, and tools in order to effectively navigate our campaigns through these updates. • Participate in development and management of effective customer acquisition funnels and buys under the supervision of the Manager, Digital Marketing. • Perform audits of web analytics implementations and make recommendations to ensure accurate tracking is in place. • Perform other duties and projects as assigned

• Manage the Calcium Products website, including team bios, blog, and our dealer locator. • Manage the Calcium Products social media outlets, Facebook, LinkedIn, and X. • Own the relationship between Calcium Products and Christian Printers and the coordination of collateral on the online company store. • Lead the customer and prospect email marketing program including content creation, management within Campaign Monitor, metrics reporting, list management, etc. • Write, edit, and proof content for our blog and social channels. • Help interface with territory sales managers to support territory marketing efforts and needs, such as territory specific emails, meeting postcards, local paid advertising, etc. • Assist in building up Calcium Products photography library. • Assist in the planning and implementation of a variety of marketing communication projects including promotional items, tradeshows, customer emails, website, sales collateral development, etc. • Manage individual project details, deadlines and budget as assigned.