Responsibilities

• Channel Discovery & Micro-Segment Targeting
• ICP Attention Mapping: Research where each target account cluster concentrates attention — using 6Sense, LinkedIn Audience Insights, customer interviews, and direct community participation — before spending a dollar on any channel
• Micro-Segment Identification: Work with the Head of Demand Generation to identify and prioritize high-value account clusters of accounts based on shared firmographic, technographic, and behavioral characteristics
• Channel Experiment Backlog: Maintain a prioritized backlog of channel experiments — each with a defined hypothesis, targeting rationale, success metric, and 6-week decision point — reviewed with the Head of Demand Generation bi-weekly
• Competitive Intelligence: Monitor where competitors are building media and community presence; identify whitespace channels before they become crowded and expensive
• ABX Experience Design & Activation
• Play Architecture: Design coordinated, multi-channel account-level experiences for each target segment — not campaigns, but sequenced plays where an account encounters Nexcess across 3–5 channels in a purposeful arc over 4–6 weeks
• Channel Activation: Negotiate and activate across non-traditional and paid channels — niche newsletter sponsorships, podcast host-read ads, Slack community sponsorships, intent-triggered direct mail, programmatic DOOH, LinkedIn Thought Leader Ads, and category placements
• Expansion ABX: Apply the same ABX motion to existing customer accounts flagged as whitespace or competitor-researching — coordinating with the Lifecycle Manager on sequence timing and the Head of DG on expansion account prioritization
• BDR Coordination: Work with the Growth Coordinator to time BDR outreach to the peak of account engagement — ensuring the BDR follow-up lands when intent signals are highest, not before or after the window closes
• Intent Monitoring & Signal Escalation
• Daily Signal Review: Monitor 6sense and Bombora dashboards during active ABX windows; flag account intent spikes to the Head of Demand Generation and Growth Coordinator
• Engagement Threshold Design: Define the combination of signals — Pathfactory touches, site visits, intent data, direct mail delivery plus BDR response — that constitutes a warm account ready for high-touch outreach
• Martech Integration: Work with the Martech Manager to ensure Pathfactory engagement, intent signals, and ABX campaign data flow into a unified account-level view in the CRM — so every touch point is visible to BDR and Sales teams in one place
• Competitive Re-Engagement: When an existing customer account shows competitor research signals in 6sense, design and activate a re-engagement ABX play in coordination with the Lifecycle Manager and CS team
• Channel Experimentation & Budget Management
• Experiment Cadence: Run a minimum of 2 new channel experiments per quarter, each with a defined hypothesis, clear success metric, and a binary kill-or-scale decision at the 6-week mark — no zombie campaigns
• Direct Negotiation: Negotiate channel placements directly with newsletter publishers, podcast producers, community operators, and directory platforms — managing contracts, creative specifications, and performance commitments
• Budget Accountability: Own channel spend with full P&L accountability — tracking spend pacing, negotiating rates, and making reallocation decisions without waiting for a weekly finance review
• Experiment Documentation: Maintain a channel experiment log that becomes Nexcess's institutional knowledge on what works for each ICP segment — the definitive record of every test, result, and learning
• Attribution & Reporting
• Dark Funnel Attribution: Build attribution methodology for channels that have no native click tracking — using control group comparison, intent lift measurement, unique URL tracking, and Pathfactory engagement correlation to make the pipeline case for channels that don't generate form fills
• Account-Level Reporting: Contribute to the Head of DG's weekly account movement report with channel-level engagement data — which accounts showed intent lift during active ABX windows, which channels drove the lift, and what the recommended next action is
• Performance Synthesis: Produce bi-weekly channel diagnostic reports for review with the Head of DG — covering intent lift rate, account coverage %, cost per engaged account, and experiment kill-or-scale recommendations