Performance Marketing Lead

Cogent; New York, San Francisco (NY, CA); Hybrid; USD 120,000 - 170,000; Full time

Job summary

Cogent is building the revenue engine for autonomous cyber defense, and we are hiring a Performance Marketing Lead to build the digital demand engine that turns the right audiences, messages, and moments into sales-qualified pipeline. This role sits on the Growth team and partners closely with Demand Generation, Content, Product Marketing, Sales, Partnerships, RevOps, and agency partners.

You will build the performance engine across paid distribution, landing pages, conversion paths, webinars,

Qualifications

• 5+ years in performance marketing or growth marketing, ideally in B2B SaaS or cybersecurity.
• Hands-on with paid search, paid social, retargeting, webinars, and landing pages.
• Strong analytical ability; able to explain data insights and next steps.
• Comfort with tools like HubSpot, GA4, GTM, Google Ads, and LinkedIn Campaign Manager.
• Ability to collaborate with Content and PMM to scale programs.

Responsibilities

• Run paid search, LinkedIn, retargeting, sponsored content, webinar promotion, and other digital programs that create qualified demand.
• Test audiences, segments, offers, messages, creative, and landing pages with a view on what creates pipeline.
• Build campaigns around priority ICP segments, industries, competitors, use cases, field moments, and market signal.
• Optimize for lead quality, conversion, pipeline, and spend efficiency, not vanity metrics.
• Build and improve campaign pages, webinar pages, comparison pages, category pages, and conversion paths.
• Improve CTAs, forms, page structure, routing, retargeting, and follow-up so more of the right traffic becomes qualified demand.
• Partner with Content and PMM on SEO/AEO topics, then own the conversion layer that turns that traffic into pipeline.
• Maintain enough CMS, Webflow, Framer, or light HTML/CSS fluency to unblock yourself.
• Own webinars, virtual roundtables, and digital programs as pipeline programs, from promotion to follow-up.
• Partner with PMM, Content, Sales, Solutions, Partnerships, and founders on topics, speakers, audience, registration, and activation.
• Turn each program into a follow-up engine: nurture, retargeting, SDR handoff, sales snippets, and landing-page updates.
• Measure registrations, attendance, engagement, qualified leads, meetings, pipeline created, and pipeline influenced.
• Build nurture programs that move the right buyers from interest to sales conversation.
• Segment audiences by persona, account fit, industry, intent, source, engagement, and lifecycle stage.
• Partner with the SDR/outbound motion on hot-lead workflows, follow-up plays, and messaging tests.
• Use campaign learnings to inform where Growth should spend, what messages are working, and which audiences are converting.
• Set up clean UTMs, campaign tracking, form flows, routing, HubSpot attribution, and reporting for your programs.
• Report weekly on traffic quality, conversion, qualified leads, Sales-accepted meetings, sales-qualified pipeline, CAC, and learnings.
• Work with RevOps to understand where demand is converting, where it is leaking, and what to test next.
• Keep programs moving without waiting on a separate admin for every campaign ops change.
• Use AI to accelerate research, campaign briefs, landing page drafts, creative variants, webinar ops, nurture, reporting, and analysis.
• Create lightweight digital assets yourself using AI and design tools, and use agency support when the work needs heavier polish.
• Experiment with AI agents and automation to monitor market signal, identify campaign ideas, and turn those ideas into programs quickly.
• Bring strong judgment and taste to AI output. Speed matters, but credibility matters more.

Skills

Paid search

Paid social

Retargeting

Webinars

Landing pages

Nurture campaigns

Campaign ops

Conversion optimization

Analytics

AI-native

Tools

HubSpot

GA4

Google Tag Manager

Google Ads

LinkedIn Campaign Manager

Search Console

Ahrefs

Semrush

Webflow

Framer

Job description

Cogent is building the revenue engine for autonomous cyber defense, and we are hiring a Performance Marketing Lead to build the digital demand engine that turns the right audiences, messages, and moments into sales-qualified pipeline.

This role sits on the Growth team and partners closely with Demand Generation, Content, Product Marketing, Sales, Partnerships, RevOps, and agency partners. You will build the performance engine across paid distribution, landing pages, conversion paths, webinars, nurture, attribution, and campaign learning so our best ideas reach the right buyers and convert.

We are looking for someone creative, analytical, operational, and AI-native: a builder who can launch programs quickly, make their own assets when needed, use data to decide what to scale, and help a lean Growth team move like a much larger one.

What You Will Do

Build Digital Pipeline

• Run paid search, LinkedIn, retargeting, sponsored content, webinar promotion, and other digital programs that create qualified demand.

• Test audiences, segments, offers, messages, creative, and landing pages with a clear view of what creates Sales-accepted meetings and sales-qualified pipeline.

• Build campaigns around priority ICP segments, industries, competitors, use cases, field moments, and market signal.

• Optimize for lead quality, conversion, pipeline, and spend efficiency, not vanity metrics.

Own Landing Pages and Conversion

• Build and improve campaign pages, webinar pages, comparison pages, category pages, and conversion paths.

• Improve CTAs, forms, page structure, routing, retargeting, and follow-up so more of the right traffic becomes qualified demand.

• Partner with Content and PMM on SEO/AEO topics, then own the conversion layer that turns that traffic into pipeline.

• Maintain enough CMS, Webflow, Framer, or light HTML/CSS fluency to unblock yourself.

Run Webinars and Digital Programs

• Own webinars, virtual roundtables, and digital programs as pipeline programs, from promotion to follow-up.

• Partner with PMM, Content, Sales, Solutions, Partnerships, and founders on topics, speakers, audience, registration, and activation.

• Turn each program into a follow-up engine: nurture, retargeting, SDR handoff, sales snippets, and landing-page updates.

• Measure registrations, attendance, engagement, qualified leads, meetings, pipeline created, and pipeline influenced.

Build Nurture and Audience Activation

• Build nurture programs that move the right buyers from interest to sales conversation.

• Segment audiences by persona, account fit, industry, intent, source, engagement, and lifecycle stage.

• Partner with the SDR/outbound motion on hot-lead workflows, follow-up plays, and messaging tests.

• Use campaign learnings to inform where Growth should spend, what messages are working, and which audiences are converting.

Own Measurement and Campaign Ops

• Set up clean UTMs, campaign tracking, form flows, routing, HubSpot attribution, and reporting for your programs.

• Report weekly on traffic quality, conversion, qualified leads, Sales-accepted meetings, sales-qualified pipeline, CAC, and learnings.

• Work with RevOps to understand where demand is converting, where it is leaking, and what to test next.

• Keep programs moving without waiting on a separate admin for every campaign ops change.

Build AI-Native Performance Workflows

• Use AI to accelerate research, campaign briefs, landing page drafts, creative variants, webinar ops, nurture, reporting, and analysis.

• Create lightweight digital assets yourself using AI and design tools, and use agency support when the work needs heavier polish.

• Experiment with AI agents and automation to monitor market signal, identify campaign ideas, and turn those ideas into programs quickly.

• Bring strong judgment and taste to AI output. Speed matters, but credibility matters more.\

What We Are Looking For

• 5+ years in performance marketing, digital demand generation, growth marketing, or integrated campaigns, ideally in B2B SaaS, cybersecurity, infrastructure, or another technical category.

• Hands-on experience with paid search, paid social, retargeting, webinars, landing pages, nurture, campaign ops, and conversion optimization.

• Strong analytical instincts. You can explain what happened, why it happened, and what to do next.

• Comfortable in tools like HubSpot, GA4, Google Tag Manager, Google Ads, LinkedIn Campaign Manager, Search Console, Ahrefs, Semrush, Webflow, Framer, or similar.

• Good creative taste and enough design fluency to make or direct digital assets for ads, webinars, landing pages, and nurture.

• Strong collaborator with Content and PMM, with the ability to turn strong stories into high-performing campaigns, landing pages, and conversion paths.

• AI-native operating style. You use AI every day to move faster and build better systems.

• High ownership, low ego, fast follow-through, and real curiosity about cybersecurity.