• Define and lead the end-to-end performance marketing strategy aligned to revenue, ARR and pipeline goals for both SMB and Enterprise segments • Own and optimize the full funnel—from awareness and engagement through demand capture to conversion and expansion • Collaborate cross-functionally with Sales, SDR/BDR, RevOps, Product and Finance to ensure campaign execution is aligned with funnel goals, revenue outcomes, and attribution • Build and oversee the experimentation framework—constantly testing, iterating and improving channel mix, creative, offers, landing pages and flows • Develop and operationalize our target account universe (TAM) including segmentation, tiering (1:1, 1:few, 1:many), data enrichment, intent signals and account scoring • Design and execute multi-channel account-based plays (digital advertising, paid search, social, targeted events, direct outreach) mapped to buying stage and account engagement • Establish and own metrics for ABM success—account engagement lift, pipeline influence, conversion velocity, deal size, number of engaged target accounts, and ROI by tier • Partner with the SDR/BDR function to create the strategy that ensures account outreach is coordinated, measurable and tied to performance outcomes • Lead performance across key channels: paid search (SEM/Google/Bing), paid social (LinkedIn, Facebook, X/Twitter, YouTube), SEO/organic growth, digital and field events, and account-based media. Work closely w/ SDR/BDR organization to ensure all of the above is coordinated • Ensure integration and alignment between brand, product and performance marketing efforts for cohesive messaging and conversion • Oversee landing page optimization, conversion rate optimization (CRO), funnel analytics, and paid media execution with rigorous tracking and reporting • Build, mentor and scale a high-performing in-house marketing operations/analytics team and channel specialists • Identify and implement the tech stack required to deliver against the vision, from conversion rate optimization to data enrichment to AI-driven campaign management at scale • Set up clear KPIs, dashboards and reporting frameworks—ensuring transparency up, down and across the business • Develop and implement an attribution process to ensure robust understanding of key contributors to funnel outcomes • Manage agency and vendor relationships as required, ensuring high ROI and performance accountability • Foster a culture of accountability, continuous improvement, experimentation, and data-driven decision-making