Responsibilities

• Own the end-to-end demand generation strategy for a professional services sales model
• Design and execute integrated campaigns that support long buying cycles, multiple stakeholders, and high-consideration decisions
• Build marketing lists through a mix of: Paid media, Content-led demand, Thought leadership amplification Events, webinars, and field-supported programs
• Partner closely with Sales and Practice Leaders to align campaigns with priority industries, service lines, and strategic initiatives
• Own strategy and execution for Google Ads / AdWords, including: High-intent keyword and service-line targeting, Retargeting and account-based audience development, Conversion-focused landing pages
• Manage paid social advertising, with a strong emphasis on LinkedIn
• Understand how to position expertise, credibility, and trust through paid channels rather than transactional offers
• Optimize spend based on downstream performance, including pipeline creation and sales engagement
• Own the full lifecycle marketing strategy, from first touch through opportunity creation and ongoing engagement
• Design and maintain email drip and nurture programs tailored to: Long consideration cycles, Multiple buyer personas, Different service lines and industries
• Build lifecycle journeys that move prospects from: Awareness → Education → Trust → Sales readiness
• Segment audiences by: Industry and account, Role/persona, Service interest, Buying stage and intent signals
• Continuously improve engagement, MQL-to-SQL conversion, pipeline acceleration, and re-engagement of stalled opportunities
• Serve as the primary marketing owner of HubSpot for all demand and lifecycle marketing activity
• Own and optimize: Lifecycle stages and definitions, Lead scoring and qualification frameworks, Campaign tracking and attribution, Automation workflows and routing logic, CRM data hygiene and governance
• Ensure HubSpot supports complex buyer journeys common in professional services, not just simple lead capture
• Partner closely with Sales to ensure smooth handoffs and clear visibility into prospect engagement
• Build and maintain dashboards to track: Funnel and lifecycle progression, Engagement by stage, persona, and service line
• Analyze where prospects stall or drop off and adjust lifecycle programs accordingly
• Use insights to refine: Messaging, Channel mix, Timing and cadence of outreach