Audience Acquisition Strategy Lead

Workday

San Francisco, CA

Full Time

Senior

163k-245k

3 days ago

Job Description

About the Role

The Audience Acquisition Strategy Lead at Workday is a pivotal role responsible for shaping and executing global audience acquisition efforts for a diverse portfolio of events. This role involves orchestrating strategic vision and implementation to increase awareness, engagement, and business impact through events such as user conferences, executive programs, third-party industry events, and sponsorships. The position requires close collaboration with marketing, sales, customer experience, and analytics teams to deliver impactful, data-driven campaigns that drive pipeline growth, customer expansion, and brand awareness. The role is based in Pleasanton, CA, with a hybrid work model, and offers opportunities for significant influence on the company's event marketing and audience growth strategies.

Key Responsibilities

Define & implement the global audience acquisition strategy, owning end-to-end execution across diverse events.
Develop and execute sophisticated, data-informed segmentation and persona targeting strategies to attract and engage key audience segments including customers, prospects, executives, partners, and employees.
Lead all aspects of marketing campaign development and implementation across owned, earned, and paid channels, optimizing for event registration and attendance.
Define critical performance metrics, collaborate with analytics teams to build dashboards, and iterate on strategies to improve conversion rates, engagement, and overall event value.
Partner closely with marketing, sales, customer experience, and analytics teams to deliver best-in-class acquisition strategies that increase ROI of strategic events.

Requirements

10+ years of experience in event marketing, demand generation, and integrated marketing within the B2B/enterprise software industry.
10+ years of experience in audience acquisition for large-scale global and executive-level events.
Deep expertise in customer journey mapping, advanced segmentation, and full-funnel marketing tactics.
Proven track record of significantly growing and engaging audiences with measurable impact on pipeline, revenue, and brand affinity.
Strong analytical skills with experience working with dashboards, campaign analytics, and marketing automation tools such as Marketo, Salesforce, and Tableau.
Exceptional cross-functional leadership, communication, and interpersonal skills.
Ability to influence and align diverse teams and collaborators.
Open to 50% hybrid reporting to the Pleasanton campus.

Nice to Have

Genuine passion for event audience acquisition strategy development and execution.

Qualifications

Educational background is not explicitly specified in the description.

Benefits & Perks

Competitive salary range ($163,200 - $244,800 USD base pay, depending on location and experience).
Potential eligibility for Workday Bonus Plan, role-specific commissions/bonuses, and annual stock grants.
Flexible work approach combining in-person and remote work, with at least 50% of time spent in the office or in the field each quarter.
Opportunities to create a flexible schedule tailored to personal and business needs.

Working at Workday

Workday emphasizes a people-first, employee-centric, and collaborative culture that values happiness, development, and contribution of its employees. The company fosters an environment where individuals are encouraged to shine and be authentic, promoting a healthy balance between work and personal life. The organization is committed to diversity, inclusion, and social responsibility, supporting community and planetary well-being while maintaining profitability.

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