Passport

Digital Marketing

• Develop and own Passport’s demand generation strategy to drive awareness, engagement, and high-quality leads from mid-market and Enterprise brands.
• Develop and implement strategic ABM programs tailored for million-dollar+ deals, 1:few and 1:many included.
• Partner with SDRs, Sales, and RevOps to align on account targeting, lead hand-off, and pipeline impact.
• Stand up lifecycle programs for prospects and customers—including winback and re-engagement campaigns, loyalty and referral initiatives, reviews, QBRs and NPS programs—designed to increase conversion, retention, and advocacy.
• Create and optimize campaign landing pages in HubSpot, WordPress, or no-code platforms like Lovable to capture and convert leads effectively.
• Plan, launch, and optimize integrated digital campaigns across paid search, social, and programmatic channels.
• Set up and manage campaigns in HubSpot, Google Ads, LinkedIn Ads, Meta and webinar platforms.
• Create, test, and manage HubSpot email nurtures, one-off sends, and automation workflows that convert leads and grow customer relationships.
• Get creative with CTAs—experimenting with messaging, offers, and form strategies through A/B testing to drive stronger engagement and conversion.
• Ensure campaigns are tracked properly with UTMs, tags, and integrated reporting.Optimize and continuously iterate our monthly newsletter and keep our database growing, driving more engagement among existing customers and prospects.
• Build dashboards and reports across Google Sheets, HubSpot, Salesforce, and/or GA4 to measure performance against goals.
• Present findings in a clear, written format tailored to various audiences such as senior leadership, sales, and marketing etc., providing actionable insights into performance, areas for improvement, and ROI/ROAS optimization.
• Design and leverage lead scoring frameworks and attribution models to better qualify opportunities, improve sales alignment, and ensure smarter tracking and actioning of campaign impact.
• Continuously test new approaches, creative, and audience strategies to maximize efficiency.
• Work closely with Product Marketing, Content, and Sales to deliver integrated campaigns.
• Support website conversion optimization projects in collaboration with the Content, RevOps and website teams.
• Coordinate with third-party vendors—such as website agencies, digital ad partners, and platform reps (e.g., LinkedIn, Google)—to maximize campaign performance and ensure smooth execution.
• Regularly share results and learnings with the Marketing team and leadership in weekly or bi-weekly meetings.

Demand Generation and Digital Marketing Lead