We are looking for a Director of Performance Marketing to lead Karbon's paid and digital growth engine at a pivotal moment. AI is not on the horizon for marketing - it is here. Buyer discovery is increasingly happening through AI-native surfaces. The next generation of search is agentic. This role demands a leader who is not watching these changes unfold, but actively building strategy and systems to get ahead of them.

You will own paid media strategy and investment, lead Karbon's approach to AI-native and agentic search, drive the website as a high-converting commercial asset, and architect lifecycle campaigns that grow revenue across the full customer journey. Critically, you will also be expected to build a team that uses AI to work smarter - automating intelligently, experimenting faster, and scaling output without scaling headcount proportionally.

About the Role

Paid Media Strategy & Execution

• Own Karbon's paid media portfolio with agency support across SEM, paid social, display, retargeting, content syndication, and review platforms - leveraging AI-powered bidding, audience modeling, and creative optimization to maximize performance
• Manage a multi-million dollar demand gen and advertising budget and maintain the highest standards for ROAS and payback period efficiencies
• Apply AI-driven tools and platforms to improve targeting precision, reduce CAC, and scale what works
• Partner closely with Sales and RevOps to align paid investment with pipeline targets - using predictive analytics and AI-assisted forecasting to sharpen planning
• Build rigorous measurement frameworks and attribution models, incorporating AI-assisted analysis to surface insights faster and connect spend to revenue outcomes with greater confidence

Website & Digital Engagement

• Own karbonhq.com as a high-performing commercial asset - along with leading the team responsible for traffic quality, conversion rate optimization (CRO), and pipeline contribution and web development.
• Deploy AI-powered personalization, dynamic content, and intelligent chat to improve on-site engagement and accelerate the path from visit to conversion
• Lead experimentation at scale - using AI-assisted testing tools to run more experiments faster, identify winning variants sooner, and continuously compound conversion improvements
• Ensure the site is structured and tagged for maximum discoverability by both traditional crawlers and AI ingestion pipelines, treating technical site health as a strategic competitive lever
• Own Karbon's presence on G2 and other review platforms as both a paid and organic performance channel, covering category sponsorship, profile optimization, review generation programs, and the deployment of G2 assets (badges, comparison pages, buyer intent signals) as conversion tools across the site and campaigns.

AI-Native Search Strategy: SEO, GEO, AEO & Agentic Search

• This is a defining responsibility of the role. Own and lead Karbon's strategy across the full modern search stack - traditional SEO, generative engine optimization (GEO), answer engine optimization (AEO), and agentic search channels
• Drive Karbon's visibility and authority inside AI-native discovery surfaces - including ChatGPT, Perplexity, Google AI Overviews, Claude, Copilot, and the growing ecosystem of AI agents that research and recommend software on behalf of buyers
• Develop a structured approach to being cited, referenced, and recommended by AI models - understanding how large language models retrieve and surface brand information, and building content and technical strategies that improve Karbon's presence in those outputs
• Anticipate and build for the agentic web: as AI agents increasingly handle research, comparison, and vendor shortlisting on behalf of human buyers, ensure Karbon's digital footprint is optimized to be discovered, understood, and recommended by those agents
• Collaborate with content, product marketing, and engineering to continuously evolve site architecture, structured data, and content strategy in response to how AI models index and interpret information

Growth Campaigns & Customer Lifecycle

• Design and execute integrated growth campaigns across the full customer lifecycle - from AI-assisted prospecting and first-touch acquisition through expansion and retention
• Use AI tools to accelerate campaign development: faster creative iteration, smarter audience segmentation, AI-generated copy variants tested at scale, and intelligent send-time and channel optimization
• Build and optimize nurture programs powered by behavioral signals and AI-driven lead scoring - ensuring the right message reaches the right prospect at the right moment
• Partner with product marketing, customer success, and sales to develop campaigns that grow pipeline at the top of funnel and accelerate revenue within the existing customer base
• Own Karbon's buyer intent data strategy, selecting and managing intent platforms (such as G2 Buyer Intent, Bombora, or 6sense), and operationalizing intent signals across paid targeting, outbound prioritization, and lifecycle campaign triggers to ensure the team is acting on in-market behavior in real time.

AI-Powered Demand Generation

• Champion AI adoption across the demand generation function. Identify, evaluate, and implement AI tools and processes that meaningfully improve lead to set speed, quality, and output - from creative demand gen production and workflows to analytics and reporting
• Build and document AI-enhanced workflows that allow a lean team to operate with the output of a much larger one: scaling content, campaigns, and experimentation without proportional headcount growth.
• Stay current on the rapidly evolving AI tool landscape, from LLM-powered marketing platforms to autonomous campaign agents, and bring relevant innovations to the team before competitors do
• Foster a culture of intelligent experimentation: encourage the team to test new AI capabilities, share learnings, and continuously raise the bar on what modern marketing operations look like

About You!

• 8+ years of performance marketing experience, with at least 3 years in a senior leadership role in a B2B SaaS environment
• Deep B2B vertical SaaS experience is required - you understand the nuances of marketing to a specific professional audience and have owned pipeline and revenue targets in a SaaS context
• A genuine practitioner of AI in marketing - not someone who talks about AI, but someone who uses it daily, builds with it, and has meaningfully changed how their team works because of it
• Demonstrable expertise in AI-native and agentic search - you understand how GEO, AEO, and agentic discovery channels work, why they matter, and how to build strategy around them; this is a hard requirement, not a nice-to-have
• Proven track record in paid media strategy - managing significant budgets across SEM, paid social, and programmatic, with command of AI-powered ad platforms and performance optimization
• Experience owning website performance as a commercial metric - with measurable CRO outcomes and a track record of deploying personalization and AI-assisted optimization
• Data-driven and analytically rigorous - you build attribution models, question default dashboards, and make decisions grounded in evidence rather than instinct alone
• A strong cross-functional leader who can align content, product, engineering, and sales around a coherent digital and AI search strategy 
• Clear and confident communicator - able to translate AI strategy and performance data into executive-ready narrative and business impact
• Experience in accounting, professional services, or practice management software is a plus, but not required

Why Work at Karbon?

• Gain global experience across Australia, New Zealand, UK, and Canada
• Strong benefits package including:
• Flexible Time Off with an encouraged 4 weeks use per year
• Company paid medical for you and eligible spouse/partner and dependents
• Paid dental and vision and eligible spouse/partner and dependents
• 401(k) with company matching
• Flexible Spending Account
• Up to 8 weeks paid parental leave
• Work-from-home stipend
• Work with (and learn from) an experienced, high-performing team
• A collaborative, team-oriented culture that embraces diversity, invests in development and provides consistent feedback
• Be part of a fast-growing company that firmly believes in promoting high performers from within

Karbon is a fast-growing vertical SaaS company with strong product-market fit, a loyal customer base in the accounting and professional services space, and an ambitious growth trajectory. Inbound demand is healthy and accelerating. The opportunity now is to match that demand with world-class operational execution.

We are hiring a Senior Manager of Marketing Operations to be the dedicated operational leader who turns marketing investment into reliable, high-velocity pipeline. This person will own the systems, processes, and data infrastructure that connect marketing activity to revenue outcomes, ensuring that every lead is captured, routed, measured, and optimized at the speed this business demands.

This is a hands-on role. You will build automation workflows, configure integrations, troubleshoot platform issues, and construct reporting yourself. You are not managing a team of people who do this work. You are the person doing it. At the same time, you will lead cross-functionally across marketing, sales, and revenue operations, and you will communicate strategy and operational plans clearly to executive stakeholders. We are looking for someone with senior strategic expertise who thrives in execution, not someone waiting for a team to delegate to.

Karbon is building an agentic organization. Every role here is expected to operate with an AI-first mindset, and this role is no exception. 

About the Role

Marketing Automation & Lead Management

• Own and operate Karbon’s marketing automation platform, including campaign execution infrastructure, lead scoring, nurture workflows, email deliverability, and compliance protocols. Our current platform is Pardot, but we expect this function to evolve, so we value deep marketing automation expertise over any single tool
• Build and maintain a leak-proof lead generation system from first touch through sales handoff, with speed-to-lead SLAs measured in minutes. Every inbound and outbound lead must be captured, enriched, scored, and routed without manual bottlenecks
• Own webinar operations end to end: the integration between webinar platforms, marketing automation, Salesforce, and the website. Registrations, attendance, and engagement signals must flow across systems without gaps so that every webinar lead is captured, scored, routed, and reported on
• Partner with the events team to own event lead capture operations, ensuring real-time sync into Salesforce and marketing automation. Define the data standards, field mappings, and follow-up workflows that give event leads the same operational rigor as any other inbound channel
• Architect and enforce the MQL framework end to end: definitions, lifecycle stages, conversion criteria, and the measurement infrastructure to track funnel velocity at every stage

Marketing Operations Technology Stack

• Own the marketing operations technology ecosystem, including marketing automation, conversational marketing and lead capture (Qualified), attribution tooling, and supporting integrations. This does not include website hosting or CMS, but does include any marketing technology that requires web team coordination
• Build and maintain cross-platform automations that connect systems, eliminate manual handoffs, and accelerate workflows across the marketing stack. Identify repeatable processes that can be automated or augmented with AI to increase throughput and reduce human error
• Evaluate, implement, and rationalize marketing operations tools, identifying redundancies and integration gaps. Actively identify where AI can be applied across the stack to improve speed, accuracy, and scalability. The expectation is not just to maintain the tools we have, but to continuously enable the marketing organization through smarter technology
• Partner with the Salesforce administration team to ensure seamless data flow between marketing and sales systems, including campaign sync, lead/contact routing, and attribution field architecture

Attribution, Measurement & Data Integrity

• Own and operationalize the marketing attribution framework that enables leadership to confidently prioritize spend across channels. This includes designing and maintaining first-touch, last-touch, and multi-touch attribution models that connect marketing investment to pipeline and revenue
• Build and enforce UTM parameter governance, campaign tracking taxonomy, and source/medium field architecture across all lead capture surfaces. Attribution data must be systematic and trustworthy, not dependent on manual research
• Deliver reporting that gives marketing and GTM leadership clear visibility into channel performance, campaign ROI, and funnel conversion by source. Partner with Revenue Operations on unified reporting frameworks that reconcile sourced-by and influenced-by attribution into a coherent model

Cross-Functional Operational Leadership

• Be the connective tissue between demand generation, the Salesforce team, the web team, strategic marketing, and Revenue Operations. Remove friction, make every handoff seamless, and make every process measurable. Help coordinate how AI is applied across these functions to ensure it is used effectively and in service of our revenue goals
• Partner with the Director of Performance Marketing to build a shared understanding of the customer buying journey across channels. Ensure each stage is measured, that transitions between stages are operationally sound, and that responses are appropriate to where the buyer is, whether that means nurturing, routing to sales, or accelerating to a conversation
• Drive operational readiness for high-volume periods by stress-testing systems and building monitoring that catches issues before they become pipeline losses

About You!

• 8+ years of marketing operations experience, with at least 3 years in a senior role in a B2B SaaS environment. You bring the strategic depth and cross-functional leadership to influence well beyond your own function, and you are equally comfortable building the automation yourself as you are presenting the plan to the CMO
• Deep marketing automation platform expertise. You have personally built, scaled, and optimized marketing automation in at least one major platform (Marketo, Pardot, HubSpot, Eloqua) and understand the architecture beneath the UI: scoring models, lifecycle automation, campaign sync, API integrations, and deliverability
• Proven track record of building lead management systems that do not leak. You have owned the inbound-to-handoff process at a scaling company and can point to measurable improvements in speed-to-lead, conversion rates, and funnel throughput
• Strong CRM and Salesforce expertise. You are fluent in Salesforce as a marketing operations practitioner and a strong technical partner to the admin team
• Operational rigor with architectural thinking. You balance urgency in fixing what is broken today with a clear vision for what the system needs to look like at 2x and 5x scale
• An AI-first operator. You are actively using AI in your work today and have a point of view on how it reshapes marketing operations. We are not looking for someone who talks about AI. We are looking for someone who leads with it
• Exceptional project management skills. You manage complex, cross-functional initiatives with clear milestones, owners, and accountability
• Proactive and tenacious. You do not wait to be told there is a problem. You monitor, investigate, surface issues, and drive resolution
• Data-driven with strong analytical instincts. You build attribution models, question data quality, and translate operational metrics into business impact for executive stakeholders
• Experience in accounting, professional services, or practice management software is a plus but not required

Reports to:

Revenue Operations Director

Cross Collaboration:

Chief Marketing Officer, Director of Performance Marketing, Salesforce Administration Team, Demand Generation, Web Team

Why work at Karbon?

• Gain global experience across Australia, New Zealand, UK, and Canada
• Strong benefits package including:
• Flexible Time Off with an encouraged 4 weeks use per year
• Company paid medical for you and eligible spouse/partner and dependents
• Paid dental and vision and eligible spouse/partner and dependents
• 401(k) with company matching
• Flexible Spending Account
• Up to 8 weeks paid parental leave
• Work-from-home stipend
• Work with (and learn from) an experienced, high-performing team
• A collaborative, team-oriented culture that embraces diversity, invests in development and provides consistent feedback
• Be part of a fast-growing company that firmly believes in promoting high performers from within