Senior Specialist, Demand Generation

About the Role As a Senior Specialist, Demand Generation, you will own the execution and optimization of lifecycle, ABM, and nurture programs that drive pipeline growth. You will design and scale campaigns across acquisition, nurture, activation, and expansion, with a focus on improving engagement and conversion efficiency across target accounts. You will partner with cross-functional teams to bring both scaled (1:many) and tailored (1:few / 1:1) programs to life and continuously improve performance through testing, insights, and optimization. What You'll Do

• Build and optimize lifecycle programs for Enterprise customers and prospects that improve engagement and drive measurable conversion impact across the funnel.
• Own experimentation across lifecycle programs, defining hypotheses, running A/B tests, and iterating based on performance insights to improve conversion rates.
• Bring creative thinking into lifecycle campaigns through new angles, messaging ideas, and lightweight experiments that improve performance.
• Partner with Campaigns, Design, and Content teams to translate broader campaign narratives into effective lifecycle executions.
• Partner with regional and field teams to develop and scale personalized ABM playbooks that drive engagement and conversion across high-value accounts.
• Partner with Marketing Ops to scope and brief campaign requirements, and oversee execution quality through QA, monitoring, and ongoing alignment.
• Build and maintain lifecycle infrastructure in Marketo, including smart lists, engagement programs, triggers, tokens, and templates
• Define and track lifecycle performance using dashboards and reporting frameworks, ensuring data quality, attribution, and alignment between Marketo and Salesforce
• Integrate AI tools and automation into daily workflows to accelerate campaign build, QA, content creation, analysis, and lifecycle optimization across systems