Senior Specialist, Performance Marketing

Responsibilities

• Monitor lead quality and data completeness and troubleshoot breaks in capture or routing quickly.
• Share learnings, templates, and best practices with fellow Specialists and the Lead to raise performance across the team.
• Monitor program performance continuously and optimize bids, budgets, audiences, creative, offers, forms, and landing pages to improve cost per lead, conversion rate, MQL-to-SQL progression, and pipeline contribution.
• Identify and leverage the most effective channel mix for each owned area, including paid search, paid social (LinkedIn, Meta), programmatic and ABM, email nurture and high-intent drips, content syndication, and partner channels, based on audience, offer, funnel stage, and cost to acquire.
• Identify cross-sell and connected-pipeline opportunities so demand generated for one solution, product, or event also feeds related solutions.
• Serve as the accountable owner for an assigned portfolio of B2B solution areas, products, and events, managing each program from intake and planning through launch, optimization, and wrap-up reporting.
• Manage allocated program budgets and pacing, flagging over- or under-delivery early and recommending reallocations.
• Build, launch, and QA campaigns across owned channels, ensuring tracking, UTMs, naming conventions, and audience setup are correct before go-live.
• Build and maintain lead generation forms and landing pages (Marketo, Formstack) for content downloads, event registrations, consultation and demo requests, and other gated offers.
• Configure and validate the flow of form data into the correct Marketo programs, lists, lead scores, and funnel stages, partnering with Martech on integrations (e.g., Zapier, CRM sync) and with Sales on handoff criteria.

Requirements

• Knowledge: Strong understanding of B2B funnels, the lead lifecycle, lead scoring, and MQL-to-SQL handoff. Working knowledge of Marketo (programs, smart lists, forms, scoring) and form and integration tools such as Formstack and Zapier; CRM experience a plus. Familiarity with AJO and AEM preferred.
• Experience: Five (5) or more years of experience in B2B performance marketing, demand generation, or digital acquisition, with hands-on ownership of multi-channel campaigns. Hands-on experience building forms, landing pages, and lead flows in a marketing automation platform; Marketo strongly preferred. Experience managing multiple concurrent programs across several products, solutions, or events.
• Skills: Analytical comfort with tools such as Adobe Analytics/CJA, Power BI, or Tableau to diagnose performance and find optimization levers. Clear communicator who can explain results and recommendations to both technical and non-technical stakeholders. Strong attention to detail in builds, tracking, and data integrity.
• Proficiency: Proven track record managing paid media budgets and delivering measurable lead and pipeline results. Hands-on proficiency with paid media platforms such as Google Ads, LinkedIn Campaign Manager, Meta, and programmatic/ABM platforms (e.g., AdRoll). Ability to effectively leverage artificial intelligence (AI) tools and technologies to streamline workflows, enhance productivity, and improve overall work quality.
• Education: Bachelor’s degree in Marketing, Business, Communications, or a related field, or relevant equivalent experience.