• 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.

• Manage and optimize paid acquisition campaigns primarily on Snapchat Ads and TikTok Ads • Monitor performance daily and make data-driven optimizations across targeting, creatives, and bidding • Support budget pacing and allocation to maximize ROAS and conversion efficiency • Continuously test new campaign setups, objectives, and formats specific to each platform • Work closely with the creative team to brief, review, and iterate on short-form video ads • Actively participate in brainstorming sessions for TikTok - and Snapchat - native creatives • Test multiple creative angles, hooks, messaging, and formats to identify winning concepts • Analyze creative performance and provide structured feedback to guide future production • Conduct competitor and trend analysis to stay ahead of creative best practices on both platforms • Analyze campaign performance using platform dashboards and internal reports • Track key metrics such as CPA, CTR, CVR, retention, and subscription performance • Collaborate with the data team to extract actionable insights and optimize decision-making • Use learnings from tests to inform scaling and iteration strategies • Build and refine efficient campaign structures tailored to TikTok and Snapchat • Run A/B tests across creatives, audiences, and formats to improve performance • Identify scaling opportunities based on performance data and creative learnings • Stay up to date on Snapchat and TikTok ad products, algorithm changes, and trends • Monitor competitor activity, emerging ad formats, and industry benchmarks • Proactively surface new testing ideas and platform opportunities • Partner with creative producers to ensure ads align with performance goals • Work with data, product, and marketing teams to support cohesive acquisition efforts