• Own the Product-Led Growth & Lifecycle Strategy • Define and operate the system that drives: - Feature awareness and adoption - Onboarding and activation - Engagement and retention - Expansion and upsell • Map the full customer journey and design cross-channel and in-product programs that continuously move users toward deeper value and revenue. • Ensure that customer understanding, storytelling, and adoption are embedded directly into how the product is designed, built, and launched. • Set the quality bar for how the product is presented visually and narratively.

• Deliver compelling platform positioning messaging to our target audience across multiple channels, differentiating our platform from the competition • Collaborate with Product Management, Sales Leaders, Customer Success, and other stakeholders to refine our industry narrative and the depth of capabilities, solutions, and partnerships • Drive the development and execution of a strategic marketing plan and tactics focused on the enterprise Technology Solutions, AI buyer, a high-growth segment, including the launch of strategic new solutions • Influence packaging and pricing strategies for our products • Understand our platform, products and use cases, and be responsible for increased new business and high customer retention rates

• Lead the end-to-end execution of product launches, defining goals, target audiences, and success metrics. • Act as the primary translator between the Product team and GTM functions, distilling technical roadmaps into consumable content. • Create strategic tools, including competitive battle cards, sales decks, and ROI calculators, to drive ARR and bookings. • Conduct competitive positioning research and buyer persona (ICP) analysis to influence the product roadmap, understand customer needs, pain points, and why we win or lose deals. • Partner with the Senior Content Strategist to ensure external content is technically accurate and strategically aligned. • Act as the expert on our buyers (ICPs) and competitors, providing actionable insights to influence the product roadmap.

• Own and manage the full HCP acquisition and retention lifecycle, from targeting and onboarding to engagement, loyalty, and reactivation. • Develop and execute the HCP Business Development Playbook, including frameworks, messaging, and enablement tools to drive consistent outreach and conversion across sales and distributor teams. • Lead the Sampling Program, including segmentation, offer development, fulfillment coordination, and ROI analysis to encourage practitioner trial and product adoption. • Collaborate with distributors to align acquisition campaigns, sampling initiatives, and loyalty programs with shared revenue and engagement objectives. • Design and implement the HCP Loyalty Program (future phase), focused on tiered rewards, exclusive education, and retention strategies that enhance lifetime value. • Partner cross-functionally with Sales, Brand, and Digital teams to deliver a cohesive practitioner experience across email, events, and distributor channels. • Track, analyze, and optimize HCP funnel metrics, identifying opportunities to improve lead quality, conversion rates, and account retention through data-driven insights.