Responsibilities

• LinkedIn, Google, and Meta end to end: audiences, creative direction, bidding, budget, and STRATEGY
• The conversion tracking stack: CAPI, measuring success, using our own ads product, and the judgment on what we trust in-platform versus what we rebuild in Salesforce
• Measurement across channels. Exposed versus unexposed accounts, geo and account-level holdouts, and a point of view on where self-reported attribution fits
• Account tiering alongside sales, and what changes about creative, bidding, and budget between tiers
• Channel expansion calls. Whether CTV pencils at our spend level, whether a new surface is worth testing, and what that test looks like before we put money behind it
• The creative pipeline with our freelance designers and content teams, including what's worth producing at volume and what's a waste of a design cycle
• Demand behind our webinars, launches, and field programs

Requirements

• Have run LinkedIn Ads and Meta at meaningful spend in B2B, hands on keyboard
• Have a clear position/opinion on how B2B teams should be running their demand gen
• Have built an incrementality test with an actual control group and can walk me through what it told you
• Can wire your own tracking instead of filing a ticket and waiting and are comfortable within a CRM and MAP platform (we use Salesforce and Conversion)
• Are comfortable being measured against the ceiling of a channel rather than quarter over quarter
• Work well sitting next to sales and understanding how to allocate budget across net-new, ABM, mid-funnel, etc.
• Have owned paid somewhere with a long enterprise cycle and a committee buyer
• Are fluent in Clay, enrichment, and suppression logic
• Have run ABM where the target list was a few hundred named accounts and the creative changed by tier
• Have opinions about who's doing B2B paid well right now