• Own the messaging and positioning of Arbiter’s enterprise products. • Develop clear Ideal Customer Profile and persona-specific narratives across payers and providers. • Lead analysis and category framing. • Develop battlecards, win/loss insights, and POVs that equip sales. • Build and maintain core sales assets, including pitch decks and one-pagers. • Own customer story development, including case studies and proof points. • Lead GTM and launch strategy for new products and partnerships. • Partner closely with Product, Engineering, Data, Sales, and Executive leadership.

• Lifecycle Program Development: Design and implement comprehensive lifecycle programs (onboarding, activation, engagement, retention, advocacy) for Groups, Spaces, and Partner Hub, including cross-sell journeys that introduce users to additional Engine products at the right moment. • Customer Journey Design: Create delightful, data-informed user journeys that guide customers from initial signup through power user adoption. Balance product education with user value, and identify natural transition points where users are ready for deeper engagement across the broader Engine platform. • Experimentation: Build a rigorous testing framework to validate messaging, timing, channel mix, and segmentation strategies. Use data to improve performance continuously. • Cross-Functional Partnership: Work closely with Product Managers and Product Leads to influence roadmaps based on customer feedback, usage data, and lifecycle performance. Own product outcome metrics jointly with Product. • Technical Execution: Build and manage campaigns in Customer.io, create audience segments in Looker/Snowflake, and ensure proper tracking and attribution in Salesforce. • Performance Analysis: Analyze cohort behavior, identify drop-off points, and translate data into actionable insights that improve product metrics (activation rate, feature adoption, retention). • Content & Messaging: Write compelling, on-brand emails and in-product messages that drive action. Maintain strong opinions on what makes customer communication effective. • Channel Strategy: Determine the right mix of email, in-product messaging, and other channels to reach users at the right moment with the right message.

• Developing and executing multichannel retention campaigns (especially email) that drive renewals and member engagement • Creating strategic campaign concepts for renewals marketing; working cross-functionally with renewals, investing, and product teams on strategy and implementation • Owning the creative execution of campaigns, including writing both short-form (~300 words) and long-form (~5,000 words) direct response messaging to suit different audience segments and campaign needs • Partnering with team members on A/B tests to continuously improve campaign performance and beat existing controls • Generating fresh marketing concepts regularly (new angles, new formats, new hooks) and bringing them to life with minimal handholding, from strategy through launch-ready execution • Proactively identifying opportunities throughout the member journey (emails, landing pages, in-product messaging, etc.) and taking action to improve renewal rates and member experience with compelling messaging • Analyzing customer data, performance metrics, and member feedback to tailor campaign strategies for optimal impact and response • Using performance learnings and feedback loops to refine current campaigns and inform future marketing strategies • Staying current on trends in financial publishing, direct response marketing, investor psychology, and market dynamics to continually improve retention strategies

• Build and launch campaigns across Sanity, Braze, Chameleon, Segment, Stripe, and Convert—from onboarding flows to renewal campaigns to win-back sequences • Develop and execute retention experiments end-to-end: hypothesis, setup, execution, analysis, and iteration across email, onsite, and retention touchpoints • Optimize critical moments in the subscription lifecycle—accelerating time-to-value, turning churn moments into saves, and maximizing renewal rates across 5 product tiers and add-ons • Deploy data-driven segmentation based on deep understanding of member behavior and lifecycle stage