• Own and scale paid media strategy across channels including search, social (LinkedIn, Meta, Reddit, YouTube), display, retargeting, ABM, and emerging platforms. • Manage budgets, pacing, forecasting, and channel mix to maximize pipeline and revenue impact. • Continuously refine the role of each channel across the funnel: awareness, demand capture, and pipeline acceleration. • Optimize campaigns for pipeline and revenue outcomes, not vanity metrics. • Partner with RevOps and Marketing Ops to ensure attribution, tracking, and reporting are accurate and actionable. • Analyze pipeline data to identify gaps, diagnose performance issues, and inform spend decisions. • Design and execute structured experiments across channels, formats, and targeting strategies. • Evaluate and scale emerging paid media opportunities. • Collaborate cross-functionally with brand, content, design, product marketing, and sales to ensure alignment on messaging and targeting. • Support GTM initiatives, product launches, events, and regional strategies. • Own performance reporting and translate data into insights and recommendations. • Contribute to evolving how paid media impact is measured across complex, multi-touch sales cycles.