• Lead and optimize onboarding and activation marketing programs that drive account expansion and reinforce the Twilio brand. • Design and execute AI-driven, data-informed campaigns that customize engagement across the customer lifecycle. • Coordinate and execute omnichannel campaigns, including email, website, Twilio Console, SMS, and in-app channels. • Collaborate with campaign managers to ensure proper alignment and cross-promotion within automated nurtures and broader growth initiatives. • Study and activate high-impact lifecycle moments to surface relevant upsell and promotional opportunities. • Analyze customer responses and sentiment to uncover insights and inform messaging, timing, and channel experiments. • Design and run experiments to test and refine onboarding and activation strategies. • Collaborate with Analytics to build data-driven programs using Twilio Segment and other tools. • Continuously evaluate performance and use insights to optimize strategy and maximize expansion outcomes.

• Lead, develop, and scale a team of Growth Marketing Managers, providing strategic direction, coaching, and accountability for campaign execution across North America • Own the end-to-end strategy for integrated, multi-channel ABM marketing programs that consistently deliver quality pipeline and contribute meaningfully to revenue goals • Translate business objectives into a cohesive demand generation roadmap, balancing short-term pipeline needs with longer-term brand and category-building efforts • Build a deep, nuanced understanding of target prospects across AMER segments and apply data-driven approaches to reach, engage, and convert them across the full funnel • Serve as a senior partner to the North America sales organization — driving alignment on goals, pipeline expectations, lead handoffs, and full-funnel nurture strategies that accelerate conversion at every stage • Define, own, and evolve KPIs, attribution models, and executive-level dashboards that connect demand generation activity directly to pipeline and revenue outcomes • Champion a rigorous test-and-learn culture — leveraging A/B testing, audience segmentation, and performance data to continuously raise the bar on campaign effectiveness • Lead cross-functional collaboration with MOps, content, product marketing, digital, design, and field marketing to ensure campaigns are well-resourced, integrated, and executed with precision • Contribute to annual planning, budgeting, and headcount decisions within the growth marketing function, with visibility and input at the leadership level

• Develop and lead the company's growth strategy across markets and service lines, with market-specific strategies to drive client census across Missouri, Ohio, and future expansion markets • Build and manage referral pipelines across key channels including Area Agencies on Aging (AAAs), Medicaid waiver programs, housing communities, discharge planners, and community-based organizations • Navigate state-specific Medicaid and waiver nuances, particularly in Missouri and Ohio, to ensure effective client qualification and conversion • Identify new business opportunities, referral sources, strategic partnerships, and priority geographies for expansion based on referral flow, competitive dynamics, and operational readiness • Conduct market analysis and competitive intelligence to inform strategic decisions • Partner with executive leadership to inform sequencing of new market launches based on demand signals and on-the-ground traction • Personally engage in high-impact referral relationships in early markets — modeling a "roll-up-your-sleeves" approach to business development • Activate early referral momentum in new markets, converting initial leads into repeatable growth channels • Build trusted relationships with Medicaid building managers, housing administrators, case managers, and community leaders to generate grassroots demand • Create structured outreach cadences, CRM tracking, and conversion metrics to professionalize and scale the sales function • In partnership with Operations, develop the go-to-market plan for new branch launches, aligning growth targets with operational readiness • Ensure referral generation efforts are coordinated with hiring, scheduling, and caregiver capacity planning • Serve as the commercial lead when entering new states, building the growth playbook while infrastructure is being stood up • Maintain tight alignment with Regional/Market Operators to ensure shared ownership of census growth and minimize silos between sales and operations • Partner with operations leadership to ensure service readiness and scalability • Set and monitor KPIs for sales performance including referral volume, conversion rates, census growth, revenue growth, market penetration, client acquisition, and channel productivity • Monitor market-level performance and adjust strategy based on data and local feedback • Develop forecasting models to support hiring, branch expansion, and capital planning • Present growth forecasts, pipeline updates, and performance metrics to operation partners and senior leadership team members • Collaborate with operations to align campaigns with growth objectives • Represent AbriCare in-market as a mission-driven, service-oriented leader • Build strong relationships with referral partners, payer representatives, and community stakeholders • Ensure compliance with industry regulations and ethical standards in all growth activities • Ensure all growth activities align with AbriCare's values and high standards of care delivery

• User Acquisition: Discover, test, and scale channels, balancing volume with LTV/CAC. Formulate digital strategy through a combination of data driven judgements and adopting channel best practices. Develop a strong optimization and testing pipeline • Relationship Management: Collaborate and work closely with internal and external stakeholders to meet business needs • Collaboration: Be a thought leader, actively collaborating with the product team to explore new opportunities. • Impact & Ownership: Play an active role in budgeting and forecasting, ensuring we maintain acceptable CP and EBITDA levels in accordance with the financial models