• Drive end-to-end lifecycle strategy — from trials and onboarding to activation, adoption, expansion, and value realization. • Create frameworks and playbooks that operationalize lifecycle motions across product, GTM, and customer-facing teams. • Define and articulate compelling customer value journeys rooted in outcomes that matter. • Translate usage data, customer signals, and behavioral insights into actionable initiatives that improve time-to-value. • Develop tools, enablement materials, and messaging that empower Sales, Customer Success, and CX teams to effectively engage customers across lifecycle stages. • Partner with RevOps to operationalize triggers, plays, and metrics that drive consistent lifecycle execution. • Establish clear success metrics for lifecycle performance, measure impact, and iterate based on performance and customer feedback.

• Own PLG Campaign Execution (60%) • Design & Execute Multi-Channel Campaigns: • Plan and execute monthly PLG campaigns targeting specific user segments • Own multi-channel campaigns end-to-end from rollout to analysis • Collaborate with engineering to launch in-app banners, modals, and notifications • A/B test messaging, timing, and channels to optimize performance • Data-Driven Segmentation: • Work with data team to identify high-value user segments • Write segmentation criteria based on product behavior • Build and maintain custom messaging lists • Validate segment quality and iterate based on results • Measure & Iterate: • Track campaign performance: open rates, click rates, conversions, primary metrics • Run retrospectives after each campaign to identify learnings • Build a continuous optimization loop: test → measure → iterate → scale • Report results to leadership with clear insights and recommendations • Build PLG Infrastructure (30%) • Campaign Operations: • Build and maintain the PLG campaign playbook • Create reusable templates for emails, banners, dev handoffs, retrospectives • Establish processes for campaign planning, execution, and measurement • Set up dashboards to track campaign health metrics • Cross-Functional Collaboration: • Partner with product and engineering to build in-product components • Work with design on campaign creative (emails, banners, modals) • Collaborate with product on identifying campaign opportunities • Align with data team on segmentation logic and tracking • Strategic Growth Initiatives (10%) • Growth Experimentation: • Identify new campaign opportunities from product data • Test new channels • Experiment with growth loops and viral mechanics • Scale what works, kill what doesn't • Voice of Customer: • Analyze user feedback from campaigns (replies, support tickets) • Surface insights to product team on friction points • Inform product roadmap with campaign learnings.

• Own technical product positioning and messaging for XBOW’s autonomous offensive security platform and key capabilities • Develop and maintain technical narratives that clearly differentiate XBOW from legacy pentesting, scanners, and emerging AI security tools • Continuously assess competitive landscape and develop associated counter-positioning to support sales enablement and associated artifacts (i.e, sales battle cards, competitive campaigns, etc.) • Partner closely with Product and Security Research to deeply understand roadmap, vulnerability coverage, exploitation techniques, and AI learning systems • Translate technical innovation into customer-facing artifacts: launch messaging, solution briefs, whitepapers, blogs, demos, and sales enablement • Lead product launches from beta to GA, including messaging, packaging, pricing input, and cross-functional readiness • Build technical enablement for Sales, Solutions Engineering, and Customer Success • Develop and consistently evaluate pricing and packaging of XBOW offerings to market • Work directly with customers to capture proof points, use cases, and real-world impact stories to develop ROI calculations and value measurements • Support analyst relations and technical briefings with clear, defensible narratives • Define success metrics for product marketing impact: customer adoption, pipeline influence, win/loss insights, and message resonance

• Lead, motivate, and mentor a highly-talented product marketing team • Operate as the GTM leader for our audit business, setting our strategy for growth in each market we serve. Lead our efforts to define competitive positioning, campaign strategy, and enablement • Collaborate with product leadership to define our roadmap and plan to win across the Internal Audit market • Be the expert for Auditboard’s products and innovation, use cases, and the markets in which we compete, internally and externally • Act as a strategic thought partner with sales to build the playbooks, content, and resources to help us improve sales productivity and win rates • Define GTM & launch plans for new features as a cross-functional leader and partner to sales, marketing, product, and client success teams • Develop messaging, positioning, buyer personas, product presentations and key content as the cornerstone of strategic campaigns • Help direct our competitive intelligence program to ensure that the team can communicate our differentiation and identify opportunities for future growth • Work closely with the demand generation team to design compelling campaigns for prospects, customers, and partners • Lead quarterly business review (QBR) reporting for the Audit business line by distilling business insights for the leadership team, and drive cross-functional strategic initiatives to accelerate product growth.