• Lead commercialization and on-market product support for hereditary (affected and unaffected) products • Working closely with the Product Management team, develop the overall hereditary product positioning including determination of compelling value propositions, competitive positioning and sales initiatives by closely working with marketing, commercial teams and other internal stakeholders • Lead message development and provide input on content creation and maintenance for the different customer segments in close collaboration with other relevant members of the downstream marketing team • Support the Product Management team by driving business case validation for new market opportunities and proposals. This includes strategic plans, product definitions, market analysis and segmentation, collections of VOC, as well as product requirements • Support the formulation of user needs and commercialization plans • Consistently and independently interact and support market access submissions including providing technical descriptions and use case information • Drive the creation and delivery of product sales training for the hereditary product portfolio • Participate in sales meetings, seminars, industry conferences, and tradeshows • Understand and actively assess the market: segmentation, dynamics, clinical trends, and regional regulatory landscape. Actively monitor industry trends to understand the competitive environment and anticipate market shifts and customer demands. Own the customer-driven process to define user workflows in different use settings. • Drive successful key relationships with key customers to ensure understanding of emerging trends and successful adoption of new products

• Own end-to-end GTM strategy for UR’s core products (accounts, cards, on/off-ramps, stablecoin flows, regional launches). • Translate product roadmaps into clear campaign narratives, goals, and execution plans. • Partner closely with Product, Growth, BD, and Ops to align on launch readiness, sequencing, and success metrics. • Build and maintain a forward-looking launch calendar to ensure cross-functional clarity. • Track launch performance (adoption, activation, usage, funnel conversion) and feed insights back into product and growth. • Create scalable GTM playbooks that support product lifecycle marketing as UR expands across regions and use cases.

• Develop differentiated positioning, messaging frameworks, and value propositions for core products, new offerings, and vertical markets • Translate complex product features into clear, compelling customer benefits across multiple audiences. Ensure all messaging aligns with company’s brand positioning • Lead the planning, coordination, and execution of GTM strategies for new products, program enhancements, and major initiatives • Empower sales teams with effective enablement tools and training - including product education, positioning, and storytelling to support closing and retaining business. Create and maintain sales enablement assets such as pitch decks, product one-pagers, competitive battle cards, FAQs and training content • Lead market research and insight development to understand buyer needs, market trends, competitive landscape, and value drivers • Maintain competitive intelligence and ensure the organization understands how we compare in terms of product, value and position • Partner with Product, Sales, Operations and Marketing leadership to ensure product-market fit, readiness and consistent messaging • Define KPIs for product marketing activities; track, measure and report performance

• Deliver mission-critical marketing execution across lending segments by creating compelling content, conducting targeted research, and managing key projects that drive our go-to-market strategies and strengthen FICO's competitive position. • Transform complex analytical concepts into accessible, engaging materials that resonate with executives, risk managers, and technical decision-makers across various lending verticals and customer segments. • Drive research and competitive intelligence initiatives that inform strategic decision-making, including market analysis, customer insights gathering, and competitive positioning that supports our segment marketing teams. • Manage cross-functional projects and streamline marketing processes to improve team efficiency, ensure consistent content quality, and accelerate delivery timelines across multiple initiatives simultaneously. • Support messaging development by synthesizing market intelligence, customer feedback, and industry trends into actionable insights that strengthen our positioning and value propositions.