Growth Marketing Manager, Paid Demand & ABM

About the role:

We're hiring a Growth Marketing Manager to run paid programs aimed at our target accounts. That means account-based marketing through paid channels, for new logos and for existing customers we want to expand. Target-account programs are the core of this job, but you will own the entire paid budget line-item and decide how to divide it.

AssemblyAI sells Voice AI APIs to engineering teams: Pre-recorded and Realtime Speech-to-Text, Text-to-Speech with instant voice cloning, LLM Gateway, Speech Understanding, and the Dictation API, with more launches on the way. Our buyers pick an API on features and benchmarks, so we primarily market specific products with concrete proof. Your job is to get that proof in front of the right engineers at the accounts our sales team most wants to win, and to show what it produced in those accounts.

Day to day, you'll build cross-platform retargeting for target accounts. You'll use paid to boost our account-based programs: direct mail, Vibe, webinars and launches. You'll own geo-targeted paid for our events and field activations, and test new channels and formats quickly. You'll work with Sales, Revenue Operations and Events on ABM. You'll also run the paid side of our expansion work with the marketer who owns cross-sell and lifecycle programs.

You'll also own the full paid budget and our conversion channels: Google Ads, paid social, YouTube and others. Google search needs to keep running well, and you'll need real hands-on skill to do that. But keeping it healthy is the foundation of this job, not the center of it. Your closest partners are Product Marketing on launches, Brand Studio on creative, and our analytics team on measurement.

Why This Role Exists:

Paid is one of our largest marketing investments, and we want to ensure that investment is working on the accounts we most want to win. That means getting engineers at those accounts to see our launches, attend our webinars and events, and hear one story alongside Sales.

Retargeting, LinkedIn, Vibe, connected TV, direct mail and event promotion are account channels. They're measured on reach and new engagement inside our target accounts, and judging them on cost per click gets them wrong. Search and some paid social are conversion channels, measured on cost per activation, and they still need an owner who keeps them efficient. This role leans firmly toward account channels.

We've run tests and understand generally what works: geo-targeted around recent in-person events and field activations have brought registrations from target accounts that had never engaged with us. We want someone to turn these tests into a repeatable program they own.

In Your First 90 Days

Here's where we expect your time to go:

• Cross-platform retargeting: retargeting is live across LinkedIn, Meta, Vibe and display, so engineers at target accounts who visit the site, read the docs or watch a launch video keep seeing relevant proof
• A geo-targeted event playbook: you've run geo-targeted paid for at least two events or activations and written the playbook (audiences, timing, creative, budget and how registrations from target accounts are tracked), so anyone on the team can run it again
• Paid behind ABM programs: our direct mail, Vibe, webinar and launch programs each have paid support aimed at target accounts, planned with Sales so each account hears one story
• Quick channel tests: you're testing new channels and formats every week and making clear calls on what to scale or cut
• Google Ads in good shape, not in focus: you've audited the account, fixed what matters, and set it up to run without taking over your week

If your instinct for your first 90 days is a deep restructure of our Google campaigns, this probably isn't the right role.

What You’ll Do:

Cross-Platform Retargeting to Target Accounts

• Build and run retargeting across LinkedIn, Meta, Vibe, YouTube, display and connected TV for engineers at target accounts who have visited the site, read the docs, watched a launch video or attended an event
• Build person- and company-level audiences from Salesforce and enrichment tools like Clay. Tailor the message by buying committee (engineering leaders, ML and voice engineers, product owners) and by account tier
• Keep target accounts out of mass campaigns where Sales owns the first touch

Paid Amplification for ABM Programs

• Own paid ABM for target accounts, both new logos and existing customers we want to expand. This is the core of the role
• Put paid behind our account-based programs: direct mail (run with Sales and BDRs), Vibe audiences, webinar promotion and launch promotion. Each account should hear one story across paid, events, mail and outbound
• Track account-level signals such as ad engagement, site visits, docs activity, sign-ups and API usage, and get warm accounts to the right AE or BDR quickly

Events & Geo-Targeting

• Own geo-targeted paid for our in-person events and field activations, aimed at people at target accounts who haven't engaged with us yet
• Turn our early wins into a repeatable playbook covering audiences, radius and timing, creative, budget, registration tracking and follow-up with Sales
• Report each event's results by account: who registered, who attended, and which accounts were new to us

Channel Experimentation

• Run experiments every week across LinkedIn, YouTube, Reddit, connected TV, Meta, X and emerging channels such as AI assistant and agent ad placements
• Take the creative we already have (launch videos, customer stories, benchmark charts, lo-fi creator-style clips) and find where each one performs
• Write and test many ad variations quickly, and tell Brand Studio and content creators what to make next based on what works
• Decide what to scale, what to cut, and when a channel has had a fair test, and say why
• Set and pace the monthly budget across channels and report spend against plan

Google Ads & Paid Search

• Own our Google Ads account: brand and non-brand search, YouTube, and Performance Max where it fits, and keep it running efficiently without letting it take over your week
• Structure campaigns by product line, with feature-led copy that names the product and the proof (benchmarks, latency, language coverage, price), and optimize toward API activation, not clicks or sign-ups alone
• Test how much brand search we need to buy, and move savings into programs that reach target accounts
• Keep conversion tracking accurate with our data team, including offline conversions sent from our warehouse

Measurement & AI-Native Workflow

• Own one view of paid and ABM performance, led by account-level results: new engagement in target accounts, event and webinar registrations from those accounts, and pipeline in the target list. Also track spend and cost per activation by channel, campaign and product
• Work with analytics to build that view in Looker and our warehouse so anyone on the team can see it
• Write a short weekly update: results against goals, what's working, what isn't, and what changes next
• Report on the pipeline and revenue your programs source and influence
• Use AI tools and agents for the work that slows paid teams down, such as ad copy variations, audience builds, search-term reviews, budget pacing, anomaly alerts, and reporting, and share the automations you build with the team

What You’ll Need:

• 4+ years in B2B paid acquisition or demand generation, personally managing six-figure monthly budgets
• A track record in both ABM and conversion marketing. That includes LinkedIn and connected TV awareness programs that measurably moved engagement or pipeline in a named target account list. You've also optimized search and paid social to cost per acquisition, but conversion optimization alone isn't the profile we're after
• Experience running account-based programs on paid channels: cross-platform retargeting, ABM platforms, and paid support for direct mail
• Experience using paid to drive attendance at events, webinars and launches, including geo-targeted campaigns aimed at specific accounts
• Deep, hands-on Google Ads skills: account structure, bidding strategies, conversion setup and search-term management. We treat this as foundational: you'll need it, but it isn't the main job
• Experience at a startup or on a fast-paced, scrappy team where you built campaigns yourself rather than managing an agency
• Experience testing new paid channels and formats, and making clear calls to scale or cut backed by data
• Experience marketing technical, developer-facing products. You can learn an API product quickly and write ads an engineer would click
• Comfort with conversion tracking, attribution and audience syncing (Google Ads, LinkedIn Campaign Manager, a CDP such as RudderStack or Segment, and enrichment tools such as Clay)
• Data fluency: you can pull and analyze your own numbers with SQL, Looker or similar tools
• Strong copywriting and a sharp eye for creative that performs
• Comfortable with AI-assisted bidding (Smart Bidding, Performance Max, predictive audiences) and AI-enabled workflows. You use AI tools to work faster and smarter, not as a crutch

Nice to Have:

• Experience at a usage-based, API, or developer-focused company
• Experience in AI/ML, voice, speech, or infrastructure products
• Experience with CTV platforms, Reddit Ads, YouTube, or other emerging B2B channels
• Experience with intent data and ABM platforms (Vibe, 6sense, Demandbase, or similar)
• Experience running direct mail programs for target accounts (Sendoso, Reachdesk, or similar)
• Experience running ads for product launches at a high-growth startup with a fast release cadence

Pay Transparency:

AssemblyAI strives to recruit and retain exceptional talent from diverse backgrounds while ensuring pay equity for our team. Our salary ranges are based on paying competitively for our size, stage, and industry, and are one part of many compensation, benefit, and other reward opportunities we provide.

There are many factors that go into salary determinations, including relevant experience, skill level, qualifications assessed during the interview process, and maintaining internal equity with peers on the team. The range shared below is a general expectation for the function as posted, but we are also open to considering candidates who may be more or less experienced than outlined in the job description. In this case, we will communicate any updates in the expected salary range.

The provided range is the expected salary for candidates in the U.S. Outside of those regions, there may be a change in the range which will be communicated to candidates throughout the interview process.

Salary range: $130,000 - $200,000