Senior Mid-Market & SMB Demand Strategist

Responsibilities

• Own the Mid-Market and SMB demand strategy, including segment priorities, audience definitions, pipeline goals, program portfolio, investment recommendations, and quarterly roadmap.
• Translate segment insights into integrated campaigns and always-on journeys across web, email, paid media, webinars, content, partners, and sales-assisted follow-up.
• Partner with Product Marketing and Sales to define ideal customer profiles, buyer needs, priority use cases, value propositions, and offers for each segment.
• Work with Web, Lifecycle, RevOps, SDR, and Sales to improve high-intent conversion paths, qualification, routing, speed-to-lead, and follow-up quality.
• Build a disciplined testing agenda across audiences, messaging, offers, channels, landing experiences, and nurture paths, scaling what works and stopping low-impact programs.
• Establish a segment-level performance view across lead quality, conversion, qualified pipeline, velocity, efficiency, and downstream revenue outcomes.
• Identify where programs and journeys can scale across segments and where Mid-Market and SMB require materially different audiences, messaging, experiences, or sales motions.
• Create operating rhythms, briefs, and decision frameworks that keep cross-functional partners aligned on goals, dependencies, owners, decisions, and next actions.

Requirements

• 10+ years experience doing B2B demand generation, growth, segment marketing, or integrated campaign experience, ideally spanning both sales-assisted and higher-velocity motions.
• A track record of translating revenue goals into audience strategies, campaign plans, funnel assumptions, and measurable pipeline outcomes.
• Strong understanding of segmentation, lifecycle journeys, digital acquisition, conversion optimization, lead management, and Sales/SDR alignment.
• Strong analytical fluency across funnel performance, cohort analysis, experimentation, budget tradeoffs, and channel economics.
• The ability to create clear strategy while staying close enough to execution to unblock teams, identify opportunities, and improve the work.
• Demonstrated ability to influence and align cross-functional partners in fast-moving, matrixed environments.
• Strong customer judgment and the ability to translate complex products into relevant, credible programs for distinct audiences.
• Genuine curiosity about AI and enthusiasm for using it thoughtfully to improve research, planning, experimentation, and campaign operations.

Nice-to-Haves

• Experience with AI tools to improve research, planning, experimentation, and campaign operations.