Responsibilities

• Innovation & Optimization Strategy: Evaluate & Implement Trends: Actively research new paid media features and ad-tech capabilities (e.g., new LinkedIn ad formats, AI bidding tools). Recommend and pilot tests to determine their value for our business. Continuous Improvement: Proactively analyze campaign performance data to identify gaps. Design A/B tests for audiences and creatives, adapting our approach based on the results to maximize ROI.Best Practice Sharing: Document learnings from pilots and standardize successful tactics into playbooks for the broader marketing team.
• ABM Ecosystem Management (6Sense): System Administration & Enablement: Serve as the primary System Administrator for 6Sense. Configure user permissions and enable the broader marketing team to build and update their own ICP segments, providing the training and documentation needed for them to work independently.Campaign Governance (The Gatekeeper): Act as the final reviewer for all 6Sense activations. You must review and approve all segments and campaign setups created by other marketers or agencies before they are pushed live to ensure technical accuracy and strategic alignment.Advanced Orchestration: Maximize the platform’s capabilities by building automated Workflows. Ensure intent signals trigger downstream actions—such as adding contacts to Hubspot, triggering web personalization, or sending alerts to sales reps.Keyword & Intent Strategy: Own the maintenance of our intent keyword library. Regularly review and update keyword clusters to ensure we are capturing the right signals as market trends evolve.Reporting & Insights: Teach the team how to utilize segments for reporting. Ensure that every audience built has a clear feedback loop into analytics, and proactively deliver "Key Insights" (e.g., "Segment A is showing high intent but low conversion") to guide optimization.
• Governance & Agency Oversight: Maintain Standards: Develop and refine Standard Operating Procedures (SOPs) for campaign naming, UTM tracking, and pixel placement. Ensure these standards are documented and accessible.Technical Auditing: Review campaign setups against our governance checklists. Identify errors (e.g., broken tracking, incorrect naming) and enforce corrections before campaigns go live.Process Efficiency: Troubleshoot operational bottlenecks in the campaign launch process and suggest variations in approach to speed up time-to-market without sacrificing quality.
• Analytics & Reporting Enablement: Dashboard Management: Partner with the Data/BI pod to define requirements for "always-on" dashboards. Validate that the data in the dashboards matches the data in the ad platforms.Insight Generation: Move beyond reporting "what happened" to explaining "why it happened." Provide platform-specific insights (e.g., "LinkedIn costs rose because of Q4 competition") to guide budget decisions.Taxonomy Maintenance: Manage the daily application of our data taxonomy to ensure all digital touchpoints are tracking correctly.