• Take ownership of the UA team (both web and mobile) • Establish and optimize media-buying processes across the main channels (primary: Meta & Google) • Develop and upskill the web/social team • Automate teamwork through in-house and third-party solutions • Manage marketing budgets of $1M+ to ensure cost-effective allocation and ROI

• Define and own campaign strategy end to end - including audience selection, POV, decision drivers, messaging hierarchy, and success criteria - before execution begins. • Responsibility for tactical execution of marketing campaigns • Partner with the central marketing team to ensure Fleetworthy’s solutions and experiences bring the business to life for targeted personas • Drive continuous improvement and propose fresh ideas to drive the most impact in our program initiatives and marketing campaigns • Translate strategic intent into cohesive multi-channel campaigns (email, paid media, social, content, lifecycle) where each component plays a clear role. • Make deliberate tradeoffs: prioritize what matters most, eliminate low-impact work, and articulate why certain ideas move forward while others do not. • Partner closely with Sales, Product, and Marketing teams to ensure campaigns are execution-ready, aligned, and measurable. • Own performance outcomes, not just outputs, using data to evaluate effectiveness, iterate thoughtfully, and improve campaign impact over time. • Contribute meaningfully in cross-functional and team discussions by synthesizing information, advancing ideas, and connecting strategy to execution. • Develop and manage paid media strategies (industry publications, Bing, Meta, programmatic, and emerging platforms) to optimize pipeline and bookings.

• Own Direct Mail Growth Strategy: Set and evolve Caribou’s direct mail acquisition strategy to deliver aggressive volume and ROI targets, while scaling profitability and efficiency. Monitor industry trends and the competitive landscape to surface emerging risks and unlock new growth levers. • Audience & Modeling: Partner with Data Science, FP&A, and other cross-functional partners to optimize selection and suppression criteria, refine propensity models, and leverage credit bureau and other data sources to improve response, conversion, and program profitability. • Campaign Execution: Lead end-to-end campaign planning and execution across internal teams and external partners, ensuring on-time creative, data readiness, and mail drops. • Production & Vendor Management: Manage the full production lifecycle and high-security vendor relationships (SOC2-compliant print/data partners), ensuring quality, compliance, and cost control. • Testing & Optimization: Build an always-on experimentation program across segments, formats, messaging, offers, and creative—turning learnings into repeatable performance gains. • Budgeting & Measurement: Own a multi-million-dollar budget; partner with FP&A, Data Science and Analytics on forecasting, attribution, and incrementality measurement. • Cross-Functional Leadership and Communication: Align stakeholders and communicate performance, insights, and risks clearly to senior leaders and key partners.

• Own the GTM growth strategy for a defined market segment, aligning demand generation and SDR efforts to revenue goals • Lead, mentor, and manage the demand generation team and segment-aligned SDRs , ensuring clear priorities, accountability, and development paths • Partner with marketing, sales, and revenue leadership to define segment strategy, ICP focus, use cases, and growth opportunities • Design and execute integrated GTM campaigns across inbound and outbound channels to drive pipeline creation and acceleration • Oversee campaign planning, execution, and optimization across paid media, email, outbound, content, and events • Establish and manage budgets, forecasting impact and ROI across GTM initiatives • Work closely with marketing analytics, and sales operations to build dashboards and reporting that measure funnel health, pipeline contribution, and GTM effectiveness • Optimize lead-to-opportunity and SDR workflows in partnership with marketing ops and revenue ops • Guide audience segmentation, messaging strategy, and creative direction to ensure relevance across buyer stages • Manage and optimize relationships with third-party media, technology, and agency partners to scale GTM impact.