• Own strategy, execution, and optimization for paid acquisition across PPC, Paid Social, Publisher, Programmatic and emerging channels. • Build and scale full-funnel programs that drive high-intent traffic, qualified pipeline, and revenue. • Run continuous experimentation across audiences, messaging, channels, and landing pages. • Develop digital frameworks for campaign planning, segmentation, and targeting. • Partner with Sales and RevOps to ensure smooth lead flow, scoring, and conversion visibility. • Own annual and quarterly paid media budget planning, including channel allocation and forecast modeling. • Monitor spend pacing and optimize allocation dynamically based on CAC, ROI, and pipeline performance. • Establish measurement frameworks for incrementality testing, multi-touch attribution, and revenue impact. • Define and track performance metrics (CPL, CPC, CAC, CVR, multi-touch attribution, etc.). • Use data to identify new growth opportunities, channels, and audience segments. • Collaborate with Product, Engineering, and Security Research to uncover unique marketing moments and narratives grounded in real-world impact. • Work closely with Sales, Growth, and Product to align paid demand generation with GTM priorities. • Partner with Product Marketing to ensure messaging aligns with persona insights and market trends. • Coordinate with external agencies or contractors as needed.