Responsibilities

• Brand Awareness, Demand Generation & Pre-Launch Strategy: Build full-funnel demand strategies from zero — standing up brand awareness and share of voice, creating consideration, and generating conversion-ready intent in markets where the brand has no existing recognition or equity.
• Brand Awareness, Demand Generation & Pre-Launch Strategy: Develop brand awareness programs that establish credibility and prime audiences for direct response, with a clear point of view on when to invest in upper-funnel brand-building vs. when to shift into performance mode.
• Brand Awareness, Demand Generation & Pre-Launch Strategy: Develop pre-launch positioning, messaging frameworks, and audience segmentation strategies that differentiate the brand competitively across every funnel stage.
• Brand Awareness, Demand Generation & Pre-Launch Strategy: Define full-funnel KPIs, growth targets, and measurement architecture, from awareness and consideration metrics to cost-per-acquisition and net new member outcomes.
• GTM Strategy & Go-to-Market Planning: Architect go-to-market acquisition strategies grounded in competitive positioning, full-funnel audience targeting, channel theory, and launch sequencing, with a clear, defensible point of view at every step.
• GTM Strategy & Go-to-Market Planning: Build launch plans that phase budget, channels, and creative across awareness, consideration, and conversion stages — with decision triggers for when to scale, optimize, or pivot.
• GTM Strategy & Go-to-Market Planning: Translate client business goals into actionable acquisition strategies with clear milestones, success metrics, and accountability structures across the full funnel.
• Media Strategy, Implementation & Campaign Management: Own media strategy end to end across the full funnel: channel selection, budget allocation, audience targeting, and creative direction from upper-funnel brand campaigns through lower-funnel direct response landing page alignment, with strategic rationale behind every change.
• Media Strategy, Implementation & Campaign Management: Execute and manage campaigns hands-on, build structures, configure targeting and bidding, write briefs, manage creative trafficking, and oversee QA across paid search, paid social, programmatic, and affiliate.
• Media Strategy, Implementation & Campaign Management: Manage media budgets with precision, pacing, reallocation decisions, and scenario planning across brands and channels; hold agency and platform partners accountable to plan commitments and performance targets.

Requirements

• 6+ years of experience in acquisition marketing, demand generation, or performance marketing with direct ownership of full-funnel strategy and significant media budgets.
• Full-funnel expertise: you've built brand awareness for brands launching without equity, created consideration programs that move prospects through the funnel, and driven conversion at scale; you know how to sequence all three.
• Performance marketing orientation: you think in CAC, ROAS, LTV, and conversion rate tradeoffs; you build programs to be measured, tested, and optimized from day one.
• GTM strategy depth: you've architected launch plans with competitive positioning, full-funnel audience targeting, channel theory, and measurable net new acquisition outcomes.
• Hands-on media fluency: paid search (Google, Bing), paid social (Meta, LinkedIn, TikTok), and programmatic end to end; strategy through execution through optimization.
• Strong analytical skills: GA4, Google Tag Manager, Looker/Data Studio, and platform-native analytics; able to govern measurement infrastructure across the full funnel.
• AI-native operator who uses AI actively in planning, research, analysis, and reporting as standard practice.
• Client-facing credibility: advising at the executive level, managing multiple brands simultaneously, and proactively bringing strategy rather than waiting to be asked.
• Equally fluent in B2C and B2B: able to adapt full-funnel strategy, targeting, and channel approach across consumer and commercial audiences.
• Highly autonomous: sets direction, identifies problems, and drives solutions without waiting for instruction.

Preferred

• Financial services or fintech experience is a plus.