Positioning, Feature Messaging & Launch Execution
• Partner with product leadership to define and refine positioning and value propositions for each product and major release, grounded in customer, competitive, and market insight.
• Translate individual product features and releases into audience-specific messaging (the value, the proof, and the call to action) for each persona and segment we serve, carrying positioning down to the feature level.
• Execute launches through the systems you manage: target segments, lifecycle and nurture workflows, in-app guides, sales sequences and snippets, with launch tiers matched to the size of the release.
• Package features into the battlecards, talk tracks, and objection handling our Sales and Customer Growth teams need, delivered inside CRM where reps actually work.
CRM Management & GTM Systems
• Manage the CRM as the system of record for marketing and lifecycle: data model, custom properties, lifecycle stages, lead status, lists and segments, forms, and workflow automation.
• Maintain CRM data quality and governance, including deduplication, field standards, consistent deal stages across pipelines, and clear documentation, so Sales, Customer Growth, and leadership trust the data.
• Orchestrate the GTM stack (CRM, app telemtry, data enrichment, and automation tools) so product, marketing, and sales data flow cleanly between systems.
Enrichment, AI Scoring & Routing
• Build and maintain enrichment workflows that close firmographic, contact, and segment data gaps, including vertical-specific sources relating to childcare, education, and food program participation data.
• Design, deploy, and continuously tune fit, intent, and product-usage scoring models, using AI and predictive approaches where they outperform rules-based logic.
• Own lead and account routing rules, handoff SLAs, and alerts to Sales and Customer Growth, and monitor speed-to-lead and conversion by route.
Demand Generation Experiments
• Run a structured demand-gen experimentation program: define the hypothesis, audience, channel, offer, success metric, and decision rule before launch, then scale or move to the next experiment based on results.
• Build and execute campaigns, nurture tracks, and outbound sequences against enriched, scored segments, partnering with the Digital Marketing Manager on creative and channel execution.
• Use customer, competitive, and market insight to surface new segments and opportunities worth testing, and maintain a prioritized backlog and a visible results log so learnings compound.
Lifecycle & In-App Engagement
• Own lifecycle programs across the customer journey: onboarding, activation, feature adoption, cross-sell and expansion, renewal, and win-back.
• Build behavior-triggered journeys that combine CRM email and telemetry in-app guides, driven by product usage signals rather than calendar cadence alone.
• Partner with Product and Customer Growth to identify adoption gaps and cross-sell opportunities across our product portfolio, and run the programs that close them.
Funnel Reporting & Measurement
• Support maintenance of funnel stage definitions and conversion logic from first touch through closed-won, activation, and expansion.
• Build and own dashboards and recurring funnel reporting for RevOps and leadership, covering pipeline, conversion rates, velocity, channel and campaign performance, and product adoption.
• Set attribution and experiment measurement standards, and translate the numbers into clear recommendations on where to invest next. We care about great marketing, but ultimately we care about whether it drives growth.