• Own the marketing strategy for the PMS portfolio—positioning, segmentation (e.g., 10–100 room independents, motels, B&Bs), and annual planning aligned to revenue targets. • Management of marketing team and department. • Define the ICP (owner-operators, GMs, front-desk managers) and refine messaging by buyer role and business maturity (first-time PMS vs. switching). • Build the integrated GTM calendar (product launches, campaigns, events, seasonal pushes), ensuring Sales/CS alignment. • Craft differentiated value propositions (ease of use, onboarding speed, integrations, ROI) versus competitor PMS platforms. • Lead pricing & packaging changes in partnership with Product/Finance; create expansion and cross-sell motions. • Own MQL/SQL and pipeline targets; plan and execute full-funnel campaigns (search, paid social, retargeting, webinars, email nurtures, review sites). • SEO and digital advertising. • Maintain a clear brand narrative. • Oversee content engine: blog, case studies, how-to guides, videos/demos, and customer stories. • Partner with CS to drive activation, time-to-value, and adoption (onboarding series, in-app tips, training).

• Drive the strategy and execution of marketing operations and insights in alignment with business goals and budgets • Partner across teams to support our shift from lead-based marketing to an account-based, enterprise-focused model • Oversee the marketing tech stack—including Salesforce, Marketo, 6sense, Qualified, and more—ensuring tools are integrated and adopted • Lead a growing team of managers and analysts, fostering a culture of accountability, enablement, and continuous improvement • Optimize campaign setup, lead routing/scoring, data flows, and multi-touch attribution to power ABM programs • Own marketing performance reporting, including dashboards, KPIs, and executive insights that drive decisions • Champion cross-functional collaboration with GTM teams including Sales, Finance, and RevOps to ensure shared visibility and impact

• Work closely with our Vice President of Customer Success on enterprise-level account opportunities for partnership and growth. • Own customer growth and satisfaction KPIs for international client marketing impact • Develop and refine international marketing and ecommerce strategy playbooks • Act as a senior strategic advisor, guiding clients on cross-border strategy and marketing effectiveness • Partner with Product, Marketing, and Revenue Operations to shape roadmap priorities based on international customer needs. • Partner with Sales on strategic renewals, expansions, and pitch strategy for international clients. • Serve as a go-to resource for our customers international marketing needs • Travel to client sites to build relationships with key customer stakeholders • Collaborate with product and engineering to develop product enhancements and data stories to support our customers • Contribute to internal processes and workflow documents for successful customer engagement and management, and work cross-functionally within Passport to deploy them • Become an expert on the Passport product, while keeping up with industry trends and news

• Define and own the overall marketing strategy for EdTech mobile apps • Own and optimize product-wide CPA at scale • Scale acquisition through continuous experimentation • Own marketing performance tracking end-to-end • Lead, mentor, and grow the UA and Creative Production teams