ABM & Demand Strategist Director

Overview

Lead Pebl's account-based go-to-market engine as a builder role, owning the strategy that connects market intelligence, intent data, and multi-channel execution into a repeatable pipeline system across target verticals. Works directly with the Head of Demand Generation and partners with Sales and RevOps, accountable to pipeline outcomes rather than MQLs.

What you'll do

• Design and operate a full 3-tier ABM model: 1-to-1 bespoke programs for top-tier accounts, 1-to-few vertical segment plays, and 1-to-many programmatic engagement at scale
• Build and maintain Tier 1 and Tier 2 target account lists with Sales, refreshed quarterly using intent signals, firmographic fit, and CRM engagement data
• Develop multi-threaded buying committee strategies across HR, Legal, Finance, and Ops personas within each account
• Manage bespoke account experiences including personalized landing pages, direct mail programs, executive engagement plays, and tailored content sequencing
• Own paid channel strategy and performance management with its agency partner, accountable for Cost Per Pipeline Opportunity and Account Penetration Rate, not CPL
• Drive budget allocation across search intent, intent overlay platforms (Bombora, G2), LinkedIn, and contextual media in target verticals
• Build and maintain a creative testing cadence, enforce auto-pause thresholds, and reallocate spend to high-signal channels in real time
• Develop full-funnel content briefs aligned to vertical narratives and buying committee stages
• Sit in weekly Sales/RevOps pipeline reviews with a mandate to source and influence pipeline, not generate leads
• Establish account engagement scoring (AES) with Marketing Ops as the primary measure of program health
• Build and own campaign-level attribution reporting tied to DreamData, surfacing account-level pipeline influence for executive review
• Contribute to the company-wide MQL retirement, replacing legacy metrics with account-based KPIs
• Lead Pebl's vertical pilot(s) and own the playbook replication process for future verticals
• Monitor competitive positioning and surface insights that sharpen messaging and channel strategy
• Partner with Product Marketing to ensure demand programs reflect current positioning and differentiation

What you'll need

• 7+ years in B2B demand generation or ABM, with at least 3 years in a senior or lead role owning a full ABM motion
• Proven experience building and running a 3-tier ABM program with measurable pipeline outcomes
• Deep familiarity with intent data platforms (Bombora, 6sense, G2, Demandbase) and how to operationalize signals into targeting decisions
• Experience managing or co-managing paid media budgets in excess of $1M annually, with hands-on involvement in channel strategy and performance management
• Track record of partnering with Sales to define ICP, build account lists, and drive aligned outbound and inbound motion
• Proficiency in MAP platforms (Marketo, HubSpot, Inflection, or equivalent) and CRM
• Comfort operating in ambiguous, fast-moving environments with high autonomy and low hand-holding

Nice to have

• Experience in Employer of Record, HR tech, workforce management, global compliance, or adjacent SaaS markets
• Familiarity with DreamData or similar multi-touch attribution tools
• Hands-on experience with account-based personalization tools or dynamic content engines
• Background in a sales-led to product-led transition environment
• Salesforce experience (strongly preferred)

Details

• Location: United States