Responsibilities

• Campaign Strategy & Execution: Design, launch, and manage end-to-end demand generation campaigns to drive net-new client acquisition, with a particular focus on multi-step nurture tracks, drip campaigns, and automated workflows.
• Pardot Automation & Nurturing: Own the hands-on building of all automated nurture programs, drip campaigns, and behavior-triggered workflows in Pardot Engagement Studio to warm up cold leads and increase pipeline velocity.
• Multi-Touch & Multi-Modal Campaigns: Build and execute holistic, multi-modal marketing campaigns integrating email, social media, and print/direct mail to deliver a cohesive, omni-channel prospect experience.
• Lead Scoring & Routing: Actively manage and tune our prospect scoring and grading models within Pardot to ensure only high-quality, high-intent leads flow to the Sales team.
• Sales & Ops Alignment: Partner closely with Sales and Sales Ops to optimize the lead handoff process, monitor lead-to-opportunity conversion rates, and maintain clean Pardot-to-Salesforce synchronization.
• AI-Driven Optimization: Safely and strategically utilize AI tools and features (such as generative AI for messaging variations or Pardot Einstein predictive analytics) to streamline content creation, improve personalization, and increase workflow efficiency.
• List & Segment Management: Build and maintain dynamic segmentation lists, completion actions, and database hygiene to target key buyer personas across our different brand offerings.
• A/B Testing & Optimization: Regularly run tests on landing pages, email copy, forms, and ad creatives to maximize conversion rates at every stage of the funnel.
• Pipeline Reporting: Track and report key demand gen metrics, including cost per lead (CPL), marketing-qualified leads (MQLs), pipeline contribution, and overall campaign ROI.

Requirements

• 3-5 years of hands-on experience in marketing automation, lifecycle marketing, or email marketing.
• Proven experience working directly with new client acquisition and top-to-mid funnel lead generation strategies.
• Strong, practical experience working inside Pardot (Salesforce Account Engagement). You know how to build forms, landing pages, custom redirects, and Engagement Studio programs.
• A solid understanding of how Pardot maps to Salesforce objects (Leads, Contacts, Accounts, and Opportunities).
• You love getting into the weeds of software, setting up workflows correctly, and ensuring close attention to detail (no broken links or wrong merge tags!).
• Exposure to marketing across multiple brand identities or diverse product/service lines (e.g., software solutions vs. specialized consulting divisions) is a strong plus.
• Comfortable looking at campaign data, identifying where prospects are dropping off, and suggesting tactical fixes.
• Bachelor's degree in Communications, Marketing, or a related field.
• Proficiency in G Suite (Google Docs, Sheets, Slides) is essential.
• Ability to quickly grasp complex technical concepts and translate them into easily understandable language for both technical and non-technical audiences.

Preferred

• Experience working in EdTech is highly preferred.