Responsibilities

• Owning the B2B paid and emerging-channel demand strategy across paid search, paid social, display and retargeting, content syndication, third-party demand media partnerships, sponsorships, review platforms, and selected emerging channels.
• Translating pipeline goals into audience and channel strategies, including ICP and segment priorities, buying groups, intent signals, channel roles, forecast assumptions, budget recommendations, campaign architecture, and a rolling experimentation roadmap.
• Partnering closely with Performance Marketing to define B2B audience, campaign, offer, creative, landing-page, conversion, and measurement requirements, while Performance Marketing owns media activation, platform operations, optimization, and day-to-day execution.
• Building the strategy and partner portfolio for content syndication and third-party demand media, including partner selection, audience and content fit, lead-validation standards, commercial terms, follow-up paths, and pipeline measurement.
• Designing full-funnel tests with Performance Marketing, RevOps, and Analytics that connect media exposure and engagement to qualified leads, meetings, opportunities, pipeline, and revenue—not platform metrics alone.
• Owning B2B channel-mix and budget recommendations in partnership with Finance, Performance Marketing, and Marketing leadership, using downstream performance to determine where investment should shift.
• Identifying and validating new demand channels through structured pilots with clear hypotheses, guardrails, success thresholds, and scale-or-stop decisions.
• Developing clear performance narratives and recommendations for leaders and cross-functional partners, including what’s working, what isn’t, and what should change next.

Requirements

• 10+ years of experience across B2B performance marketing, paid acquisition, demand generation, or growth, ideally supporting enterprise and multi-segment audiences.
• Deep expertise in B2B audience strategy, paid search, and paid social, with practical experience across content syndication, third-party demand media partnerships, audience platforms, conversion tracking, and vendor management.
• A track record of managing meaningful budgets and improving qualified pipeline, ROI, CAC efficiency, conversion, or revenue outcomes.
• Strong quantitative judgment across forecasting, experimentation, incrementality, attribution, funnel analysis, and budget optimization.
• The ability to set B2B strategy and provide clear execution direction while partnering effectively with a Performance Marketing team that owns channel activation, optimization, and day-to-day media operations.
• Excellent communication and influence across Finance, Sales, RevOps, Analytics, Creative, Product Marketing, Web, and executive stakeholders.
• Comfort operating in ambiguity, learning quickly, and making disciplined decisions when data is incomplete.
• Genuine curiosity about emerging AI-native marketing workflows and a commitment to responsible experimentation and rigorous quality control.