Plan, launch, optimize, and analyze demand generation initiatives across relevant channels alongside functional leads, including but not limited to paid media (e.g., SEM, paid social, email, web, display), lifecycle marketing (e.g., nurture programs, expansion motions), and targeted plays (e.g., ABM, market expansion). Serve as the day-to-day demand-generation partner for assigned brands and coordinate with brand marketing, Product Marketing, Sales, Customer Success, agencies, and shared marketing teams to align activity with business objectives and lead follow-up.