Performance Marketing

• Own channel acquisition & performance marketing:
• - Full channel ownership: take complete strategic and execution ownership of all core acquisition channels, including paid search (SEM), paid social (e.g., LinkedIn), and organic growth (SEO & GEO/AEO).
• - Advanced search strategy: develop and execute strategies to capitalize on emerging search trends, specifically Generative Engine Optimization (GEO)/Answer Engine Optimization (AEO), ensuring top-of-funnel visibility and traffic quality.
• - Technical SEO Leadership: drive the technical SEO roadmap and collaborate with external contractors and the internal team to ensure optimal site health and ranking potential.
• - Community & Review Channels: own the strategy for leveraging the "Dark Funnel" of buyer research, including online communities (e.g., Reddit, forums) and third-party review sites (G2, Capterra), to influence market perception and capture mid-funnel intent.
• - Operational scaling: establish new processes and workflows that leverage automation and AI to dramatically increase the output and efficacy of the team without proportional increases in manual effort.
• Guide demand conversion & campaign optimization:
• - Strategic analysis: collaborate deeply with the RevOps team to analyze campaign data and conversion rates. Use these diagnostics to create data-backed recommendations that guide future campaign investment and funnel optimization.
• - Campaign optimization & team guidance: Be the active player/coach for campaign deployment. You will be hands-on in managing platforms (e.g., HubSpot), setting performance goals, driving data-backed optimization across campaigns, and providing direct mentoring and guidance to team members on execution best practices.
• - Content guidance: ensure campaign execution is flawless and guide content creation (e.g., ad copy, landing pages) for conversion success.
• - Partner collaboration: collaborate closely with the Partner Marketing function to integrate channel-driven pipeline initiatives.
• - Lead handoff & process optimization: own the optimization of the lead handoff process (MQL to SDR/Sales) and collaborate with the RevOps team to ensure speed and process quality.
• - Nurturing & email marketing: lead the strategy and execution of all email marketing and automated nurturing campaigns, ensuring MQLs are consistently qualified and moved down the funnel efficiently.

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