• Develop and own the North America demand generation strategy, focusing on both new business acquisition and conversion rate improvement across all top-of-funnel stages. Manage multi-channel budget. • Lead integrated, multi-channel campaigns (digital, paid media, content syndication, email, webinars, PR and events) to generate and nurture qualified leads. • Align with Sales and Rev Ops to define target segments, lead goals, and conversion metrics, ensuring accountability throughout the funnel. • Collaborate with Marketing Operations and Agency Partners to produce high-impact assets that drive engagement and response. • Partner with Product Marketing to create compelling, persona-driven campaigns aligned with vertical priorities and regional objectives. • Work closely with and guide SDRs to improve lead follow-up, qualification consistency, and conversion rates from MQL to SQL. • Partner with Marketing Operations and Rev Ops to analyze funnel performance, velocity, identify drop-off points, and develop initiatives to increase conversion efficiency. • Define and implement processes for lead handoff, feedback loops, and performance tracking between marketing and SDR teams. • Deliver insights and enablement materials to help SDRs maximize response rates and meeting bookings. • Oversee campaign planning, execution, and optimization across North America. • Conduct A/B testing, message optimization, and channel performance analysis to continually refine acquisition and conversion outcomes. • Measure key funnel metrics—impressions, CTR, MQL→SQL rate, SQL→Opportunity rate—and provide actionable recommendations. • Report regularly on performance and ROI, driving continuous improvement initiatives. • Partner with Regional Marketing Directors, Rev Ops, Sales, and Agency Partners to ensure strategic alignment and shared learning. • Share best practices and insights across the global marketing organization to elevate campaign effectiveness.