• Own the B2B performance marketing and demand generation strategy for Sales Assist, aligned with broader marketing and revenue objectives. • Develop annual and quarterly roadmaps for paid demand programs, informed by pipeline goals, audience insights, experimentation learnings, and performance trends. • Identify growth opportunities across channels, audiences, messaging, and funnel stages to improve efficiency and scale pipeline contribution. • Oversee paid B2B channels including (but not limited to) paid social, display, native, programmatic, direct buys, and emerging paid channel opportunities. • Guide channel strategy across awareness, consideration, and conversion, ensuring alignment with full funnel global campaign strategies • Own the planning, allocation, and day-to-day management of paid media budgets across all B2B performance marketing channels • Monitor pacing and performance in real time, making ongoing budget optimization decisions across channels, campaigns, and regions to maximize impact and efficiency • Partner with Finance on forecasting, accruals, and spend reconciliation, ensuring accuracy and transparency in budget reporting • Evaluate ROI and marginal returns across channels and tactics to inform budget shifts, scaling decisions and overall investment strategy • Own week-over-week, month-over-month, and quarter-over-quarter performance tracking and reporting. • Ensure the team rigorously monitors leading indicators (leads, MQLs, conversion rates, CPL) and lagging indicators (pipeline creation, opportunity volume, revenue influence). • Translate performance data into insights and clear recommendations for optimization, investment shifts, and experimentation. • Lead and develop a team of B2B performance marketing and demand generation marketers • Provide clear direction, coaching, and feedback to help team members grow as strategic marketers and operators. • Establish clear goals, expectations, and accountability while empowering the team to test, learn, and improve. • Establish and own a structured experimentation framework across B2B paid channels to drive continuous performance improvement and unlock new sources of pipeline growth. • Partner with Analytics and Marketing Operations to define clear hypotheses, success metrics, and measurement approaches for experiments across audiences, channels, creative, offers, and funnel stages. • Ensure experiments are prioritized based on potential impact to pipeline, learning value, and strategic alignment with Sales Assist goals. • Guide the team in designing, executing, and analyzing tests with rigor, ensuring learnings are clearly documented and shared across marketing and revenue stakeholders. • Translate experimentation insights into scaled programs, budget reallocation decisions, and strategic recommendations. • Foster a test-and-learn culture that balances speed with analytical discipline, encouraging curiosity while maintaining accountability to results.