Growth Marketing Manager, Paid Demand & ABM

Responsibilities

• Day to day, you'll build cross-platform retargeting for target accounts. You'll use paid to boost our account-based programs: direct mail, Vibe, webinars and launches. You'll own geo-targeted paid for our events and field activations, and test new channels and formats quickly. You'll work with Sales, Revenue Operations and Events on ABM. You'll also run the paid side of our expansion work with the marketer who owns cross-sell and lifecycle programs.
• You'll also own the full paid budget and our conversion channels: Google Ads, paid social, YouTube and others. Google search needs to keep running well, and you'll need real hands-on skill to do that. But keeping it healthy is the foundation of this job, not the center of it. Your closest partners are Product Marketing on launches, Brand Studio on creative, and our analytics team on measurement.
• Cross-Platform Retargeting to Target Accounts
• - Build and run retargeting across LinkedIn, Meta, Vibe, YouTube, display and connected TV for engineers at target accounts who have visited the site, read the docs, watched a launch video or attended an event
• - Build person- and company-level audiences from Salesforce and enrichment tools like Clay. Tailor the message by buying committee (engineering leaders, ML and voice engineers, product owners) and by account tier
• - Keep target accounts out of mass campaigns where Sales owns the first touch
• Paid Amplification for ABM Programs
• - Own paid ABM for target accounts, both new logos and existing customers we want to expand. This is the core of the role
• - Put paid behind our account-based programs: direct mail (run with Sales and BDRs), Vibe audiences, webinar promotion and launch promotion. Each account should hear one story across paid, events, mail and outbound
• - Track account-level signals such as ad engagement, site visits, docs activity, sign-ups and API usage, and get warm accounts to the right AE or BDR quickly

Requirements

• 4+ years in B2B paid acquisition or demand generation, personally managing six-figure monthly budgets
• A track record in both ABM and conversion marketing. That includes LinkedIn and connected TV awareness programs that measurably moved engagement or pipeline in a named target account list. You've also optimized search and paid social to cost per acquisition, but conversion optimization alone isn't the profile we're after
• Experience running account-based programs on paid channels: cross-platform retargeting, ABM platforms, and paid support for direct mail
• Experience using paid to drive attendance at events, webinars and launches, including geo-targeted campaigns aimed at specific accounts
• Deep, hands-on Google Ads skills: account structure, bidding strategies, conversion setup and search-term management. We treat this as foundational: you'll need it, but it isn't the main job
• Experience at a startup or on a fast-paced, scrappy team where you built campaigns yourself rather than managing an agency
• Experience testing new paid channels and formats, and making clear calls to scale or cut backed by data
• Experience marketing technical, developer-facing products. You can learn an API product quickly and write ads an engineer would click
• Comfort with conversion tracking, attribution and audience syncing (Google Ads, LinkedIn Campaign Manager, a CDP such as RudderStack or Segment, and enrichment tools such as Clay)
• Data fluency: you can pull and analyze your own numbers with SQL, Looker or similar tools

Preferred

• Experience at a usage-based, API, or developer-focused company
• Experience in AI/ML, voice, speech, or infrastructure products
• Experience with CTV platforms, Reddit Ads, YouTube, or other emerging B2B channels
• Experience with intent data and ABM platforms (Vibe, 6sense, Demandbase, or similar)
• Experience running direct mail programs for target accounts (Sendoso, Reachdesk, or similar)
• Experience running ads for product launches at a high-growth startup with a fast release cadence