SketchyMedical

• Own the integrated content strategy for both brands — connecting organic search/ AEO, blog, and social into a single plan with a consistent brand voice across Sketchy (B2C) and DDx (B2B). • Maintain the content calendar, prioritizing production based on audience needs, search opportunity, and company goals. • Run keyword and content-gap analysis for both audiences and execute SEO, AEO, and GEO optimization, including surfacing both brands in ChatGPT, Perplexity, and Google AI Overviews. • Write and optimize blog posts, long-form content, meta titles, descriptions, and FAQ content tuned for organic search and AI answer engines. • Publish directly in Webflow and work within established CMS and content workflows. • Own organic social strategy and execution across LinkedIn, Instagram, TikTok, Reddit, and Meta with channel-specific plans to grow and engage both the student audience (Sketchy) and educator audience (DDx). • Write social copy and captions, or brief and manage content creators to produce it, maintaining brand voice across every channel. • Track performance across owned channels using GA4, SEMrush, Google Search Console, and social analytics tools, and adjust the plan based on what the data shows.

• Own B2C growth across paid, ambassador, organic, referral, partnerships, and event channels. • Build and scale repeatable acquisition engines targeting healthcare student communities; prioritize by CAC efficiency and conversion potential. • Plan, execute, and optimize campaigns across Meta and Google (with room to test new platforms). • Own budget allocation with clear CAC and ROAS accountability; make data-driven reallocation decisions. • Develop differentiated positioning for med, NP, and PA students. • Translate product features into high-converting value propositions across ads, landing pages, and lead-gen assets. • Partner with lifecycle/CRM to ensure demand captured at the top of the funnel converts. • Identify and address drop-off points across the acquisition funnel. • Execute student-facing events and conference activations. • Build and test scalable programs, including ambassador initiatives, influencer partnerships, referrals, and organic growth tactics. • Own demand gen reporting: track volume, quality, and cost of new trial starts and subscribers across all channels. • Partner with product and content teams to align messaging and share user insights. • Manage vendors and agency relationships; communicate results clearly across teams.

• Promote DDx as a Core Offering: Act as a primary advocate for DDx, emphasizing its unique value in teaching diagnostic reasoning and clinical decision-making to medical school programs. • Build Awareness for Both DDx and Sketchy: Collaborate with medical schools to demonstrate how both platforms enhance educational outcomes, ensuring programs understand their complementary benefits. • Deliver Engaging Demonstrations: Conduct impactful product demos and presentations tailored to the needs of medical school faculty and students, highlighting DDx’s role in developing diagnostic confidence. • Establish and Nurture Relationships: Build strong connections with medical educators, administrators, and decision-makers, positioning Sketchy and DDx as indispensable tools in their curriculum. • Represent at Events: Attend conferences, academic meetings, and other events to promote both products, engage with key stakeholders, and strengthen Sketchy’s presence in the medical education community. • Gather Insights for Improvement: Act as a liaison between clients and internal teams, providing valuable feedback to help refine and enhance DDx and Sketchy based on user needs. • Support Client Success: Develop long-term relationships with academic partners to ensure the successful implementation and adoption of DDx and Sketchy while fostering ongoing collaboration. • Collaborate Across Teams: Partner with internal teams, including Product, Marketing, and Customer Success, to align efforts and optimize strategies for promoting both products.

• Lead the design and implementation of backend services and APIs for key product areas, balancing delivery speed with reliability, scalability, and maintainability. • Partner with Product and Design to clarify requirements, propose solutions, estimate effort, and deliver milestones with clear success metrics. • Build and operate applied AI features in production (e.g., LLM-backed workflows, evaluation/guardrails, retrieval patterns, experimentation, and monitoring) with a focus on quality, safety, and cost. • Contribute to architecture decisions through RFCs/design docs, proposing pragmatic patterns for service boundaries, data models, async workflows, caching, and migrations. • Write high-quality code and raise the bar through code reviews, pairing, and sharing best practices; mentor junior engineers as needed. • Improve operational health for the systems you own: observability, performance tuning, reliability improvements, and on-call outcomes. • Participate in an on-call rotation and help debug/resolve production issues; contribute to post-incident learnings and follow-ups. • Break down product requirements into well-scoped tickets and workstreams, coordinating with teammates to deliver predictably.

• Brainstorm and develop creative concepts for campaigns that resonate with medical learners, institutional faculty, and healthcare professionals. • Translate business objectives into compelling visual solutions tailored to target audiences. • Create high-quality digital assets including web page layouts, social media graphics, email designs, presentation decks, infographics, paid advertising creatives, and event materials. • Produce print collateral such as brochures, one-pagers, and conference and promotional materials. • Incorporate feedback efficiently and iterate on assets to meet project goals. • Apply Sketchy's brand identity (typography, color, layout, and tone) consistently across all touchpoints. • Design graphics optimized for web and social platforms. • Ensure all digital assets meet platform-specific technical requirements including dimensions, file sizes, formats, safe zones, and aspect ratios. • Create responsive designs that work seamlessly across different screen sizes. • Partner with cross-functional stakeholders to understand objectives and refine creative approaches. • Present concepts and design rationale clearly and persuasively.

• Own B2C growth across paid, lifecycle, ambassador, organic, and event channels. • Prioritize high-impact initiatives and build sustainable acquisition and retention engines within healthcare student communities. • Plan, execute, and optimize campaigns across Meta and Google (with room to test new platforms). • Manage budgets with clear ROI accountability. • Develop differentiated positioning for med, NP, and PA students. • Translate product features into compelling value propositions and marketing assets. • Own onboarding, engagement, and retention campaigns across email and in-app channels. • Build and optimize automated lifecycle flows. • Execute student-facing events and conference activations. • Build and test scalable programs, including ambassador initiatives, influencer partnerships, referrals, and organic growth tactics. • Track performance across channels and make data-driven investment decisions. • Partner with product and content teams to align messaging and share user insights. • Manage vendors and communicate results clearly across teams.

• Promote DDx as a Core Offering: Act as a primary advocate for DDx, highlighting its unique value in teaching diagnostic reasoning and clinical decision-making to PAs in training. • Build Awareness for Both DDx and Sketchy: Collaborate with academic institutions to showcase how both platforms enhance educational outcomes, ensuring programs understand their complementary benefits. • Deliver Engaging Demonstrations: Conduct compelling product demos and presentations tailored to the needs of PA program faculty and students, emphasizing DDx’s impact on clinical training. • Establish and Nurture Relationships: Develop strong connections with PA educators, administrators, and decision-makers, positioning Sketchy and DDx as essential tools in their curriculum. • Represent at Events: Attend conferences, academic meetings, and other events to promote both products, build awareness, and engage with key stakeholders in PA education. • Gather Insights for Improvement: Act as a liaison between clients and internal teams, providing valuable feedback to help refine and improve DDx and Sketchy to meet user needs effectively. • Support Client Success: Foster ongoing relationships with academic partners, ensuring successful implementation and adoption of DDx and Sketchy, while encouraging long-term collaboration. • Collaborate Across Teams: Work closely with internal departments, including Product, Marketing, and Customer Success, to align efforts and ensure a cohesive strategy for promoting both products.

• Align with the leadership team on product vision and strategy, and own prioritization and execution for your section of the roadmap. • Lead development of generative AI–driven features that deliver adaptive learning experiences, rich reasoning feedback, and measurable gains in learner performance. • Translate strategic goals into clear, actionable product requirements and user stories that guide development. • Work with engineering, design, research, content, marketing, and sales to identify needs, design impactful solutions, and coordinate execution so product initiatives are delivered smoothly and effectively. • Partner with engineering to understand technical trade-offs and constraints, and make informed decisions that balance quality, speed, and impact. • Lead AI-assisted experimentation and rapid prototyping, using data and real user behavior to iterate quickly, validate value, and reduce time-to-learn for the team. • Monitor and analyze product performance across the product portfolio, using data-driven insights to optimize existing products and inform future product development. • Communicate the product goals, priorities, and releases for the entire product group to internal and external stakeholders. • Stay up-to-date on industry trends and emerging technologies, applying relevant knowledge to enhance our product offerings across the group.