Responsibilities

• Drive full-funnel demand generation across Accounting Firm and SMB segments, with a focus on increasing high-quality, ICP-aligned pipeline and improving conversion at every stage.
• Own the development and execution of a comprehensive growth plan and budget across all channels (website, paid digital, social, email, events, video, and content) with clear accountability to pipeline and revenue targets.
• Own and optimize the website as a primary revenue-driving channel, including conversion rate optimization, personalization, testing, and digital experience performance.
• Establish and manage KPIs tied to pipeline, bookings, conversion rates, CAC, and funnel velocity; deliver consistent, transparent reporting on performance and impact.
• Build, launch, and scale demand programs that generate measurable pipeline, with a bias toward direct response and efficient revenue acquisition.
• Lead data-driven optimization across all channels, including paid media (Google, Bing), paid social, programmatic, ABM, SEO, webinars, and events.
• Partner closely with Marketing Operations to ensure tight integration between marketing and sales systems (e.g., Salesforce, Marketo), including lead scoring, routing, attribution, and funnel tracking.
• Continuously improve lead quality, conversion rates, and speed to revenue through testing, segmentation, and optimization of forms, landing pages, chat, and nurture flows.
• Identify and deploy new growth levers and digital engagement strategies, staying ahead of emerging channels, technologies, and tactics that drive measurable performance gains.
• Build and lead a high-performing growth team with a strong culture of accountability, execution, and continuous improvement.
• Partner with Sales, Product, Product Marketing, and Customer Success to ensure alignment on pipeline targets, ICP definition, messaging, and conversion goals.
• Partner with SDRs to ensure lead quality, prioritization, and lead-to-speed conversion into pipeline.
• Evaluate and optimize the marketing technology stack to ensure scalability, efficiency, and clear visibility into performance across the funnel.
• Strengthen market credibility and conversion through customer proof, including case studies, third-party reviews, and reputation management.
• Drive engagement with modern digital experiences, leveraging platforms such as Navattic, Uberflip, and Outgrow to enhance buyer interactions and conversions.
• Leverage SEO and performance tools, including SEMrush, to drive efficient, scalable acquisition.