• Build and lead integrated campaign pillars aligned to annual GTM priorities. • Develop campaign briefs aligned to strategic and GTM priorities, leveraging Product Marketing- defined ICPs, buyer personas, and messaging frameworks. • Define channel mix, funnel stages, and success metrics. • Coordinate activation across paid media, web, SEO/AEO, lifecycle marketing, content, webinars, field marketing, and partner channels. • Ensure campaigns reflect education buying cycles that span months (and sometimes longer). • Align channel leaders around shared goals and reduce siloed execution. • Own quarterly and annual Marketing Qualified Lead targets by segment. • Own marketing-sourced and marketing-influenced pipeline contribution targets • Partner with Marketing Ops and Rev Ops to monitor lead quality, stage progression, and funnel leakage. • Adjust targeting, sequencing, and channel allocation based on performance data. • Focus on revenue-driven outcomes. Campaigns need to align to business initiatives. • Serve as a marketing partner to the MDR team. • Improve MQL to Opportunity conversion through better targeting, stronger messaging support, and tighter follow-up alignment. • Build lifecycle programs that nurture long-cycle education buyers. • Create feedback loops across MDRs, Sales, Product Marketing, and Content Marketing to surface insights on lead quality, objections, messaging, and content effectiveness. • Help ensure leads convert, not just generate. • Partner with Sales leadership to align campaigns to pipeline gaps and account coverage priorities. • Partner closely with Product Marketing to activate positioning, messaging, value props, and audience frameworks across campaigns and funnel stages. • Share performance and engagement insights to inform messaging evolution, segmentation refinement, and future GTM optimization. • Partner with Product Marketing to enable Sales with campaign timelines that align to our strategic initiatives. • Bring data into sales-marketing syncs to drive shared accountability and better decisions. • Partner with channel leads (paid, web, lifecycle, content, events) to drive measurable lift. • Standardize campaign frameworks, reporting cadences, and optimization cycles. • Identify underperforming tactics and work with team to reallocate resources quickly. • Ensure campaign work is prioritized based on impact and capacity. • Lead and develop campaign structure and discipline within the Demand Generation function. • Establish clear processes from brief to launch to reporting. • Embrace a test-and-learn culture grounded in data, not opinion. • Maintain high execution standards while moving at speed.