• Document, manage, and continuously optimize the full lead lifecycle across all GTM segments • Ensure alignment between ICP definitions, scoring logic, segmentation strategy, and revenue goals. • Identify lifecycle leakage and implement process improvements to increase funnel velocity and conversion. • Design and maintain lead scoring models using demographic, firmographic, behavioral, and engagement data. • Continuously refine scoring thresholds based on conversion performance and pipeline impact. Monitor score decay, engagement signals, and buying intent indicators. • Conduct scoring impact analysis and lead quality experiments to improve MQL-to-SQL conversion. • Own territory assignment logic and lead routing workflows including accurate and timely handoffs from Marketing to Sales to maintain SLA adherence. • Maintain segmentation architecture required for lifecycle management and routing logic. • Ensure accurate enrichment and normalization of firmographic and geographic data. Conduct regular audits for lead-to-account matching, duplication, and data integrity. • Monitor and analyze lifecycle performance metrics, including MQL conversion rates, engagement trends, regional performance, and funnel velocity. Recommend improvements to eliminate friction in lead progression. • Identify trends in scoring accuracy and regional performance to inform optimization strategies. • Identify opportunities to improve lead engagement, recycling strategies and reactivation campaigns. • Support the execution of account-based marketing (ABM) and outbound lifecycle workflows. • Continuously test and optimize nurture content sequencing, timing and audience targeting. • Mentor and support junior team members by sharing lifecycle best practices, reviewing program builds and fostering a culture of operational excellence and continuous optimization