• Drive pipeline growth by designing and executing integrated demand and lead generation campaigns across paid media, content marketing, email, webinars, and digital channels • Develop multi-touch campaign strategies that move prospects from awareness through consideration to sales-qualified opportunities • Create compelling campaign messaging and offers that resonate with vertical SaaS founders, product leaders, and finance executives • Test and optimize campaign tactics continuously to improve performance and cost-efficiency • Own and manage paid advertising channels including LinkedIn Campaign Manager, Google Ads, and programmatic display to reach target audiences at scale • Develop audience segmentation strategies and precise targeting parameters based on industry verticals, company size, job titles, and buying intent signals • Test and evaluate emerging paid channels (Reddit Ads, Capterra, G2, industry-specific platforms) to identify new opportunities for efficient prospect acquisition • Monitor campaign performance using Google Analytics, platform analytics, and attribution tools to optimize spend allocation and improve ROI • Manage monthly paid media budgets, conducting regular A/B tests on ad creative, messaging, landing pages, and audience targeting to maximize conversion rates • Implement and refine lead scoring models in collaboration with sales to ensure marketing passes high-quality opportunities • Build and manage nurture programs that educate prospects on embedded payments value and keep Payabli top-of-mind • Optimize conversion rates at each funnel stage, identifying bottlenecks and implementing improvements to accelerate pipeline velocity • Establish clear lead qualification criteria and SLAs with sales to ensure seamless handoffs and accountability • Develop and execute targeted omni-channel ABM campaigns for high-value vertical SaaS prospects in priority vertical SaaS industries like hoa, property management, legal tech, and field services, healthcare, and more • Create personalized content and coordinated touchpoints across multiple channels to engage key decision-makers at target accounts • Collaborate with sales on account selection, messaging strategy, and outreach sequencing to maximize engagement • Track account progression and campaign influence to demonstrate ABM impact on pipeline and revenue • Own demand generation metrics including lead volume, conversion rates, cost per lead, pipeline contribution, and marketing-sourced revenue • Build dashboards and regular reporting that provide visibility into campaign performance and marketing ROI • Conduct win/loss analysis and attribution modeling to understand what drives prospect conversion • Use data insights to allocate budget effectively and make recommendations for program optimization • Manage marketing automation platform (HubSpot) to execute campaigns and track lead behavior • Implement tracking and attribution to connect marketing activities to revenue outcomes • Partner with sales operations on CRM hygiene, data management, and closed-loop reporting • Stay current on demand generation best practices, tools, and tactics in B2B SaaS marketing