This role is not about long-form thought leadership or academic writing. It’s about clear, punchy, high-impact content that stops the scroll, earns attention, and converts.

You’ll craft short-form, performance-driven messaging that fuels campaigns across email, webinars, events, landing pages, paid media, and blog distribution. You understand that great demand gen content isn’t just clever — it moves pipeline.

You instinctively know what resonates — and what gets ignored.

Groningen

What you'll Do.

Own performance strategy and execution across search, display, and video channels (Google Ads, Microsoft Ads, YouTube).
Manage and optimize budgets strategically, ensuring investment efficiency and alignment with ROI and pipeline goals.
Plan full-funnel paid tactics — from MQL generation campaigns to remarketing and retargeting sequences.
Set up rigorous testing frameworks (A/B experiments, creative testing, bid strategy validation) to accelerate learnings and performance.
Partner with content, analytics, and campaign teams to align messaging, offers, and intent targeting.
Implement robust measurement frameworks using GA4, Looker Studio, and CRM data to improve attribution accuracy.
Report on performance marketing KPIs — including ROAS, CPL and pipeline contribution — with actionable recommendations.
Use AI tools, like Claude or GPT, to automate campaign creation, optimize bidding, run structured testing, and generate actionable performance insights.
Stay on top of SEM and performance marketing trends, tools, and AI-driven optimization techniques.

What “Great” Looks Like.

You simplify the complex without dumbing it down.
You lead with value, not features.
You write headlines that earn the click.
You understand urgency, friction reduction, and psychological triggers.
You think in terms of conversion rates, not word counts.

What You Bring.

Native English writing – we're a wonderfully international team, and to support that this role requires the depth and confidence that comes from native experience – if you’re a US citizen (see below), even better!
3–7+ years of B2B demand generation or performance marketing writing experience.
Strong portfolio of short-form, conversion-focused work (emails, landing pages, paid ads, event promotions).
Demonstrated ability to write commercially strong calls to action.
Deep familiarity with US market tone, cultural nuance, and business communication norms.
Embracing of all the modern tools – AI-based and beyond
Comfortable working in a fast-paced, metrics-driven marketing team.
Experience in enterprise software, SaaS, ECM, or automation.
Understanding of B2B buyer journeys and sales alignment.