Audience Acquisition Strategy Lead

Workday

Pleasanton, 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 designing impactful marketing campaigns to reach targeted audiences, drive engagement, and support business growth through pipeline generation, customer expansion, and brand awareness. The position requires collaboration with cross-functional teams including Marketing, Sales, Customer Experience, and Analytics, and offers an opportunity to lead at the intersection of brand, digital, and experience for a world-class company.

Key Responsibilities

Define & implement the global audience acquisition strategy, owning end-to-end execution across diverse global 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.

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 events 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.
Genuine passion for event audience acquisition strategy development and execution.

Nice to Have

Experience working in a hybrid work environment with flexibility to report to Pleasanton campus or remotely.
Experience in the enterprise software industry or similar B2B sectors.

Qualifications

Educational background not explicitly specified in the description.

Benefits & Perks

Competitive base salary ranging from $163,200 to $244,800 USD, 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 each quarter in the office or in the field.
Comprehensive benefits package (details available via company link).

Working at Workday

Workday emphasizes a people-first, employee-centric, and collaborative culture driven by values of happiness, development, and contribution. The company fosters a healthy environment that looks after its people, communities, and the planet while maintaining profitability. Employees are encouraged to bring their authentic selves, and the organization values passion, energy, and a shared commitment to making work brighter for all.

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