• 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.

• Shape FICO's marketing strategy in critical mortgage and capital markets segments. • Lead marketing strategy for FICO's mortgage and capital markets portfolio, developing engaging content and campaigns. • Drive market positioning and messaging that articulates FICO's unique value proposition across the mortgage lifecycle. • Create compelling narratives around complex analytical solutions that resonate with C-level executives and technical decision-makers. • Conduct competitive analysis and develop differentiated positioning that showcases FICO's unique advantages in mortgage risk assessment and capital markets analytics. • Execute integrated go-to-market strategies while developing mortgage and capital markets-specific content. • Establish systematic content production that supports pipeline generation and sales acceleration across multiple customer segments. • Build deep market intelligence by developing data-driven ideal customer profiles and market segmentation strategies. • Stay current with regulatory changes, industry trends, and competitive dynamics impacting the mortgage and capital markets business.