Responsibilities
- Manage all aspects of paid media including strategy, campaign setup, bidding, and performance across search, social, and display platforms.
- Restructure campaigns to align spending with buyer intent and prioritize high-value target accounts.
- Improve automated bidding efficiency by restoring accurate performance data and cutting spend with no conversion outcomes.
- Leverage LinkedIn as a primary channel for enterprise-level conversions, focusing on user intent and account progression.
- Design and implement account-based marketing ad strategies across LinkedIn, targeted display, and IP-targeted platforms.
- Take full ownership of the website as a lead-generation tool, including front-end structure, mobile optimization, speed, and feature development.
- Collaborate with brand, design, and product marketing teams to highlight product validation and interactive tools prominently on all pages.
- Lead conversion rate optimization with a structured testing plan driven by clear hypotheses and prioritized backlog.
- Lead search engine and answer engine optimization efforts to improve organic visibility and discovery.
- Increase visibility for non-branded keywords with strong commercial intent.
- Enhance content layout and technical metadata to ensure platform proof appears in both traditional search engines and AI-powered answer systems.
- Measure and track 'share of answer' performance using a defined prompt-based framework.
- Adjust organic traffic composition to reduce reliance on low-value or branded terms and increase traffic to high-converting pages.
- Establish non-branded, intent-based keyword visibility as a core standard.
- Identify, onboard, and manage external digital partners including agencies, freelancers, and contractors.
- Execute digital campaigns targeting competitive positioning and market category leadership in coordination with product marketing.
- Highlight platform performance and scale in competitive campaigns without referencing rival products.
- Support field and vertical marketing with pre-event digital campaigns to boost engagement and attendance.
- Oversee web tracking compliance, including cookie policies, consent management, and adherence to global privacy laws like GDPR and CCPA.
- Ensure digital marketing activities directly contribute to measurable pipeline generation and influence.
- Fix gaps in front-end attribution tracking such as UTM tagging, form submissions, and self-reported data fields.
- Apply marginal return analysis to every budget decision, focusing on incremental yield per dollar spent.
- Remove misleading or superficial metrics from core digital performance reporting.
- Assess marketing investments based on the expected return of the next dollar spent, not past channel averages.
Work Arrangement
Hybrid — Chicago
Other
Travel Required: up to 10% of business travel to be successful.
