Within B2B Marketing, Demand Generation builds the integrated, full-funnel engine that connects audience insights, content, field and digital experiences, paid media, lifecycle, and sales follow-through to qualified pipeline. We partner closely with Sales, Partnerships, Product Marketing, Communications, Creative, Web, RevOps, Analytics, and regional teams to create a cohesive customer experience and scale what works. We're looking for a Senior Mid-Market & SMB Strategist to own demand strategy for two high-velocity segments with distinct customer needs, buying journeys, and sales motions. You'll translate segment goals into an integrated portfolio of programs, identify the highest-leverage opportunities to improve conversion and pipeline, and align channel teams and GTM partners around a shared audience, message, handoff, and measurement plan. This is a hands-on role for someone who combines strong strategic segmentation with a practical, test-and-learn operating mindset. In this role, you will: • 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. You might thrive in this role if you have: • 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. Workplace & Location This role is based in San Francisco, CA. We use a hybrid work model of 3 days in the office per week and offer relocation assistance to new employees. Occasional travel will be required.