• Execute integrated demand generation campaigns to drive marketing-sourced and marketing-influenced pipeline • Build and optimize campaign plans across channels (email, paid media, webinars, events, partner campaigns, retargeting) • Translate ideal customer profiles and account targeting strategy into high-performing programs • Support ABM execution for named accounts and priority verticals • Coordinate account-specific plays in partnership with Sales • Own channel-level performance tracking and optimization (conversion rates, cost per lead, customer acquisition costs, pipeline efficiency) • Run A/B tests to improve engagement and conversion across the funnel • Monitor lead quality and work with Sales to improve lead routing, scoring, and follow-up • Partner with Marketing to produce high-performing campaign assets (ads, landing pages, email copy, webinar materials, one-pagers) • Maintain tight weekly alignment with Sales on pipeline targets and campaign performance • Support field enablement with campaign briefs, talk tracks, and follow-up sequences • Coordinate with Client Success and member activation teams when employer demand programs require downstream activation support