Performance Marketing Lead at Second Front Systems

ABOUT THE ROLE Second Front Systems (2F) is seeking a Performance Marketing Lead to own and scale our demand engine, driving measurable growth in sales-qualified pipeline across acquisition, retention, and expansion. This role is accountable for building a high-performing, integrated demand system that connects paid media, SEO, content, events, partnerships, and sales programs into one cohesive pipeline motion. At 2F, speed matters. Precision matters more. As Performance Marketing Lead, you will sit at the center of Growth, Sales, Partnerships, and RevOps, translating strategy into execution and revenue impact. You will treat pipeline as a product, applying a disciplined growth experimentation approach to continuously improve performance across the funnel. This is a hands-on builder role for someone who thrives in ambiguity, moves decisively, and cares about measurable outcomes. If you’re excited to drive growth for mission-critical technology that supports national security, we want to hear from you. Note: This role requires U.S. citizenship due to government contract requirements. Additionally, candidates must reside in one of our approved hiring hubs: - DC/Maryland/Virginia - Raleigh/Durham/Chapel Hill, NC - Denver/Colorado Springs, CO - Dallas/Fort Worth, TX What You’ll Do - Own quarterly and annual sales-qualified pipeline targets with clear accountability for ROI. - Build and execute an integrated performance marketing strategy spanning paid media, SEO, content, events, partnerships, and sales-led programs. - Lead a structured growth experimentation program across channels, running continuous tests to improve conversion, efficiency, and pipeline velocity. - Manage hands-on paid acquisition across LinkedIn, Google, and emerging platforms, optimizing budget allocation for pipeline impact. - Identify and validate new demand channels through controlled pilots and data-driven analysis. - Build and scale SEO and content programs that generate qualified inbound demand while maintaining high production standards. - Apply AI-enabled workflows to accelerate campaign development, audience targeting, personalization, and performance analysis. - Own full-funnel performance, including landing page optimization, conversion rate improvement, lifecycle nurture, and lead scoring. - Partner with Events to maximize pipeline impact before, during, and after strategic activations. - Collaborate with Partner Marketing to drive joint demand initiatives that expand reach and accelerate deal cycles. - Develop clear attribution models that connect multi-channel activity to sales-qualified pipeline and revenue. - Create repeatable playbooks and systems that scale as the company grows. Skills You’ll Bring to Our Team - 6+ years of experience in B2B performance or demand generation marketing. - Proven track record of generating measurable sales-qualified pipeline, not just leads. - Strong hands-on experience managing paid advertising platforms. - Experience driving SEO and content programs that produce qualified demand. - High standards for content quality and marketing production. - Proficiency with modern marketing tools and AI-enabled workflows. - Comfort operating in ambiguous, fast-moving startup environments. - Strong analytical mindset and experience working with performance data. - Excellent cross-functional collaboration and communication skills. - A passion for our mission to strengthen national security. Preferred Qualifications - Experience marketing to defense or federal customers (B2G). - Experience in high-growth startup environments.