• Own and execute the growth marketing strategy for Campus ID and Commerce—driving demand generation, pipeline acceleration, and customer expansion through integrated, multi-channel, data-driven campaigns. • Lead strategic ABM programs by defining ICPs, tiered account segments, target lists, and coordinated plays that engage complex Higher Ed buying groups across technology, finance, and auxiliary leadership. • Design and orchestrate full-funnel campaigns across email, digital, paid media, content, webinars, direct mail, and field programs to support both new logo acquisition and existing account expansion. • Leverage HubSpot as the ABM command center, building automated nurture flows, segmentation models, lead scoring frameworks, and performance dashboards that align Sales and Marketing around shared KPIs. • Influence the customer lifecycle by supporting onboarding, adoption, expansion, and retention programs with targeted messaging, content, and engagement strategies. • Own performance analytics, tracking funnel progression, account engagement, pipeline contribution, CPL, influenced revenue, and campaign ROI to enable clear decision-making and continuous optimization. • Champion experimentation, conducting A/B tests and performance analysis across messaging, creative, landing pages, and audience strategies to improve conversion at every stage of the funnel. • Drive GTM alignment, partnering closely with Sales, Product Marketing, and Client Success to coordinate account plans, launch strategies, and region-specific growth initiatives. • Act as a strong project and program manager, maintaining campaign calendars, governing timelines, and ensuring precise and timely execution across internal and external teams. • Stay current on Higher Ed, fintech, commerce, and credentialing trends, using market insights to refine targeting, messaging, and go-to-market strategy.