• Develop and implement comprehensive demand generation campaigns to build a pipeline across a variety of industries and buyer personas. • Lead planning, creative development, audience targeting, and performance analysis for all campaigns. • Manage paid acquisition channels, including LinkedIn Ads, Google Ads, programmatic advertising, retargeting, and strategic partnerships. • Collaborate with content and design teams to create campaign assets such as emails, landing pages, whitepapers, and webinars. • Optimize campaigns to improve click-through rates (CTR), cost per lead (CPL), conversion rates from MQL to SQL, and overall pipeline velocity. • Administer Pardot (Marketing Cloud Account Engagement) for email campaigns, workflow automation, audience segmentation, and dynamic content deployment. • Oversee integration and data flows between Salesforce, Pardot, Gravity Forms, and the company website. • Establish and refine lead scoring models to improve qualification accuracy. • Build and manage automated nurture programs, drip campaigns, and account-based marketing (ABM) workflows to engage leads throughout the funnel. • Maintain clean data management practices, including deduplication and compliance with privacy regulations such as GDPR and CAN-SPAM. • Collaborate closely with the website administrator to enhance lead capture performance and increase conversion rates. • Implement A/B testing and monitor key website conversion metrics. • Ensure campaign landing pages are optimized for performance, user experience, and search engine optimization (SEO). • Manage campaign analytics, dashboards, and ongoing reporting on key performance indicators (KPIs), such as MQLs, SQLs, pipeline, customer acquisition cost (CAC), cost per lead (CPL), and return on ad spend (ROAS). • Work with sales and marketing operations to ensure closed-loop reporting and accurate attribution. • Provide actionable insights and recommendations to continually improve lead quality and marketing return on investment (ROI). • Partner with Sales, Marketing Operations, and Product Marketing teams to align campaigns with go-to-market strategies. • Work with external agencies or contractors for media buying, creative development, and analytics as needed. • Serve as the internal expert on demand generation best practices and marketing automation optimization.