This position requires moving seamlessly between designing the quarterly campaign roadmap and managing granular bidding strategies, audience segments, and personalized ABM plays on a daily basis.
Essential Duties & Responsibilities
The responsibilities are split into an equal 50% Strategic Leadership & Analysis and 50% Direct, Hands-on Execution & Optimization.
Strategic Leadership & Analysis (50%)
Paid Media Strategy Development: Design and own the integrated, full-funnel paid media strategy (awareness / consideration / conversion) that directly supports global B2B demand generation and ABM objectives.
ABM Strategy & Framework: Lead the strategic development of Account-Based Marketing (ABM) demand generation, including defining target account lists, personalized campaign frameworks, and measurement approaches that drive engagement within key accounts.
Budget & Channel Prioritization: Guide prioritization of channels, budgets, and audience segmentation based on performance data, market insights, and strategic business goals.
Performance Measurement & Insights: Proactively analyze performance trends and develop comprehensive testing roadmaps (A/B testing, audience variations, bid strategies) to maximize ROI across both broad campaigns and targeted ABM initiatives.
Cross-Functional Alignment: Collaborate with stakeholders across Product Marketing, Content, Creative, and Sales to ensure campaign messaging, assets, and goals are fully aligned and optimized.
Direct, Hands-on Execution & Optimization (50%)
Direct Paid Media Platform Management (MANDATORY): Serve as the primary, hands-on owner for building, launching, monitoring, and optimizing all digital paid media campaigns.
Core Platforms: Google Ads (Search, Display, YouTube), LinkedIn Ads, Meta Ads (Facebook/Instagram), and potentially others.
Hands-on ABM Execution (MANDATORY): Own day-to-day execution of ABM programs, including launching, monitoring, and optimizing personalized ad campaigns, content syndication to target lists, and account-specific digital plays using native ad tools and other channel capabilities.
Full Campaign Ownership: Responsible for end-to-end execution, including:
Audience Creation: Developing and implementing granular audience segmentation (lookalikes, custom audiences, retargeting lists) and uploading/managing precise Target Account Lists for ABM campaigns.
Tracking & Operations: Working directly with the Operations team to ensure flawless tracking, lead flow, and reporting integrity across all channels, including specialized ABM reporting.
Daily Optimization: Conduct daily and weekly performance reviews, making immediate, tactical adjustments to bids, budgets, placements, and creatives to ensure campaigns hit efficiency and volume targets.
Minimum 5 years of direct, hands-on experience managing and optimizing paid media campaigns across the required platforms (Google Ads, LinkedIn, Meta). This includes setting up campaign hierarchy, managing bidding, and performing daily optimizations.
Minimum 3 years of experience developing, planning, AND directly executing hands-on B2B Account-Based Marketing (ABM) campaigns using digital channels.
Expert-level proficiency in end-to-end campaign execution (audience development, campaign structure, bidding strategy, and conversion tracking) across both broad demand generation and targeted ABM efforts.
