Paid & Digital

Cognition is an applied AI lab building end-to-end software agents and the makers of Devin, the first AI software engineer. The company is looking for a leader of Paid & Digital to build and scale Cognition's paid demand engine, owning the strategy and execution of how paid distribution reaches engineers, technical leaders, and enterprise buyers. The role goes beyond managing ad platforms and includes determining where to invest, which audiences to reach, what messages and offers to use, and how attention turns into qualified enterprise pipeline. The role is highly hands-on, covering campaign launches, performance analysis, audience development, search query review, creative testing, channel evaluation, and budget allocation.

Responsibilities

Own Cognition's paid acquisition and distribution strategy with a focus on generating qualified enterprise pipeline; Determine the right channel mix, investment strategy, audiences, offers, and campaign architecture as we scale; Allocate budget dynamically based on performance and opportunity; Build the systems, processes, and measurement framework required to scale paid investment significantly; Partner with sales, operations, and sales enablement to ensure leads are qualified and effectively worked; Own strategy and execution across paid search, LinkedIn, YouTube, Reddit, Meta, X, and other relevant platforms; Build audience and account strategies around enterprise segments, personas, intent, and buying stage; Continuously optimize campaigns based on pipeline quality and downstream business outcomes; Identify and test new distribution channels where technical and enterprise audiences spend attention; Build partnerships across newsletters, technical publications, developer and enterprise communities, podcasts, creators, and influencers; Run a continuous pipeline of experiments across channel, audience, message, creative, offer, format, and landing experience; Develop a systematic approach to paid creative experimentation in partnership with Product Marketing and Design; Test different offers across stages of the enterprise buying journey; Measure success based on qualified enterprise pipeline and downstream business impact in partnership with RevOps; Develop frameworks for CAC, pipeline efficiency, marginal spend, and incrementality; Use AI across research, audience development, campaign creation, creative iteration, analysis, and optimization

Requirements

8+ years of experience in paid acquisition, growth marketing, digital marketing, or demand generation, ideally in a high-growth B2B technology company; Experience managing and scaling significant paid media budgets; Deep hands-on expertise across major advertising platforms, particularly paid search and LinkedIn; Strong understanding of enterprise B2B buying journeys and account-based marketing; Experience testing channels beyond traditional paid media; Strong creative instincts and experience building systematic creative testing programs; Exceptional analytical ability and comfort connecting media performance to pipeline and revenue; Comfortable owning both strategy and execution; Experience working closely with Product Marketing, Design, Web/Growth, RevOps, and Sales; Strong commercial judgment and the ability to distinguish meaningful business outcomes from attractive marketing metrics; Highly hands-on, comfortable opening an ad account, digging into campaign performance, writing a brief, evaluating a media opportunity, launching a test, and deciding what to do next; Excited about AI and interested in using it to fundamentally change how performance marketing operates