Responsibilities

• Enterprise Demand Generation
• Own marketing's contribution to Enterprise pipeline — both marketing-sourced and marketing-influenced — across BHN's business units
• Lead account-based marketing (ABM) strategy and execution: target account selection, multi-channel campaign orchestration, and retargeting/pipeline progression programs
• Partner with sales leadership to align on target account lists, pipeline coverage goals, and handoff criteria
• Leverage intent data platforms to identify in-market accounts, prioritize outreach, and measure program impact
• Oversee LinkedIn and paid media programs targeting mid-market and Enterprise buyers across awareness, consideration, and pipeline stages
• Direct Sales Demand Generation
• Own marketing's contribution to Direct Sales new revenue — all inbound leads for the Direct Sales team originate from this function
• Drive inbound acquisition strategy for BHN Tango, including paid search, SEO/content alignment, and conversion rate optimization for online sign-ups, bulk gift card inbound sales, and sales demos
• Optimize the full inbound funnel from first touch through qualified lead handoff, with a focus on volume, lead quality, and cost efficiency
• Partner with Sales leaders and Sales Operations to track lead conversion through the entire funnel to revenue, and incorporate sales feedback on lead quality into targeting and campaigns
• Partner with Product to optimize conversion and activation for online sign-ups, improving overall value for these accounts
• Website Strategy & Performance
• Provide strategic leadership to the Head of Website Strategy and their team, who manage development and roadmap for BHN.com and Tango.com
• Set the strategic direction for web as a demand generation channel — ensuring the sites are optimized for conversion, SEO/AEO performance, visitor engagement, and pipeline contribution across both Enterprise and Direct Sales motions
• Hold the team accountable to web KPIs including organic traffic, engagement, conversion rates, and pipeline sourced from web
• Manage relationships with SEO and AEO agencies, working with Strategic Marketing and content teams to improve performance
• Digital Marketing & Paid Media
• Lead the Head of Digital Marketing and their team, who manage paid search, LinkedIn campaigns, agency relationships, organic social (LinkedIn), and online reputation (Trustpilot, G2)
• Set performance standards and investment priorities across paid channels; ensure agency oversight is rigorous and ROI-accountable