Responsibilities

• This role will establish Paid Social and Display as scalable acquisition channels and grow their share of revenue mix.
• - Strategy & Ownership
• - Own the end‑to‑end organic and paid social media strategy and execution across key platforms (e.g., LinkedIn, YouTube), ensuring alignment with brand positioning and demand generation goals.
• - Define and manage Granicus’ paid advertising strategy, including paid social, paid search, display, and retargeting, with a focus on pipeline contribution and efficiency.
• - Lead the paid ABM strategy, partnering with segment marketers to plan and execute targeted influence and demand programs using platforms such as 6sense.
• - Lead strategy and execution for digital traffic generation. Ensure traffic acquisition aligns to pipeline and revenue objectives—not vanity metrics.
• - Define and lead the paid Generative Engine Optimization (GEO) strategy to support Granicus discoverability targets.
• - Determine where to invest the “next best dollar” by evaluating channel performance, audience effectiveness, and return on investment.
• - Campaign Execution & Optimization
• - Partner with brand and segment marketing teams to design integrated campaigns, ensuring strong alignment between media, creative, messaging, and landing experiences.
• - Oversee day‑to‑day execution and optimization of campaigns, including audience targeting, bidding strategies, creative testing, and budget pacing.
• - Apply a rigorous, data‑driven testing framework to continuously improve performance across platforms, formats, and audiences.
• - Identify, test, and scale new media opportunities and emerging platform capabilities.
• - Measurement, Reporting & Insights
• - Own performance measurement for paid media and social channels, with accountability for key metrics including CPC, CPL, pipeline contribution, and conversion rates.
• - Deliver clear, actionable reporting on performance versus forecasts to marketing leadership and senior stakeholders.
• - Translate data into insights that inform future strategy and campaign design.
• - Continuously challenge assumptions through experimentation and performance analysis.
• - Collaboration & Leadership
• - Build strong partnerships with internal stakeholders across brand, segment, regional marketing, web, and revenue teams.— Manage relationships with external platform partners (e.g., LinkedIn, Google, 6sense) and media agencies as applicable.