• Own demand generation programs tied to a defined pipeline target. • Plan and execute campaigns across paid, ABM, email, webinars, and lifecycle channels. • Drive both demo requests and PLG signups as core success metrics. • Test and scale a small number of core channels before expanding. • Collaborate closely with Product Marketing to activate content through campaigns. • Build and run campaigns hands-on, with the option to leverage agencies over time. • Partner with Sales to score, route, and convert accounts into the pipeline. • Track and report on funnel performance, pipeline contribution, and ROI. • Design multi-channel ABM programs (outbound, partner, events, paid, content) and PLG growth campaigns.