A Demand Lead is responsible for the design, development and optimization for omni-channel marketing programs associated with demand motions:
1.    Strategy Planning & Audience-Centric Journey Design
•    Understand the market landscape, business objectives, target personas, key use cases and product offers for your product
•    Translate business objectives into actionable marketing outcomes across the funnel
•    Create an omnichannel digital journey for key audiences, including but not limited to: organic search, paid search, web, email, and routing
•    Ongoing experimentation and manical focus on outcomes
•    Ongoing experimentation and maniacal focus on outcomes
2.    Execution Orchestration
•    Communicate demand strategy to relevant stakeholders, including but not limited to: PLG team, digital stakeholders, geo hub teams, field marketing, BU stakeholders etc.
•    Manage the execution of actions for your specific PLG product team
•    Partner with content, digital, and email experts to create & execute an omnichannel experimentation plan
3.    Performance Optimization
•    Understand brand to demand performance trends for the assigned product & optimize performance issues
•    Deep analysis of marketing performance across aspects such as tactic type, content asset, channel, audience segment or business line
•    Evaluation of relevant KPIs (such as impressions, web traffic, organic search performance, leads, pipeline or wins) with a keen eye on benchmarks and yield rates
•    Readiness to explain emerging performance opportunities or challenges
•    Strategies to deliver “next best actions” and support targeted pipeline coverage and revenue for the business
•    Insight into action – cycling of performance insights directly back into planning and orchestration