• Monitor website performance regularly and identify drops in conversion or revenue • Diagnose friction points across the funnel and recommend solutions quickly • Own the A/B testing roadmap from hypothesis to execution to analysis • Prioritize experiments based on revenue impact and strategic value • Continuously improve conversion rate across key pages • Build and optimize landing pages for paid media, email, affiliate, and promotions • Improve PDPs, bundles, checkout flow, and upsell paths • Optimize UX elements including layout, navigation, CTA placement, and page structure • Improve LTV to CAC through funnel and site improvements • Increase AOV and ARPU through upsells and cross-sells • Work with lifecycle and paid media teams to improve overall customer value • Optimize post-purchase flows and customer engagement paths • Partner with the creative on messaging, design, and UX improvements • Work with engineering or dev partners to implement changes efficiently • Manage CRO backlog and testing pipeline using structured workflows • Build repeatable processes for testing, reporting, and iteration

• Own lifecycle as a business function, with direct accountability to LTV, contribution margin, repeat purchase velocity, and cohort performance • Define and operationalize lifecycle KPIs, ensuring they are consistently measured, reported, and tied to financial outcomes (not attributed revenue) • Build a long-term lifecycle strategy that identifies structural growth levers across the customer journey, including onboarding, repeat behavior, cross-category expansion, and reactivation • Lead the development of lifecycle architecture, including segmentation strategy, automation systems, personalization frameworks, and channel orchestration across Email, SMS, Direct Mail, and emerging channels • Design and implement pricing and incentive governance across lifecycle to balance growth and margin, including testing frameworks for offer strategy, discounting, and payback • Partner with Finance and Data to establish clear incrementality measurement, cohort analysis, and forecasting models tied to lifecycle performance • Drive cross-functional initiatives that improve lifecycle outcomes at a systems level (e.g., welcome offer strategy, product merchandising alignment, PDP/onsite conversion improvements, post-purchase experience) • Translate complex data into clear strategic direction, identifying root causes of performance issues and defining actions that unlock scale • Establish a disciplined experimentation framework focused on high-impact lifecycle changes, not incremental campaign testing • Own lifecycle forecasting and planning, ensuring retention is a core input into company revenue and profitability targets • Build and lead a high-performing lifecycle team, setting a high bar for strategic thinking, ownership, and accountability • Define how lifecycle integrates with acquisition, ensuring full-funnel alignment and maximizing total customer value

• The Director, Workplace Trainings initiates and sets strategy for programs based on the practice’s and organization’s strategic objectives • Oversees and ensures that the functions of those being managed are efficiently and effectively executed for one or more programs within a Practice • Collaborate cross-functionally and with support services (marketing, sales, product development, operations, finance) to translate the program/product needs into requirements, to establish metrics and standards, and to meet the Programs’ goals • Determine product strategy (vision, customer persona, positioning, differentiation, and roadmap) and how it supports our mission • Maintain knowledge of the market and establish competitive intelligence through research • Collaborate with the marketing group to develop marketing strategies and lead generation strategies • Partner with the sales groups (by channel) to build on product sales implementation as well as support strategies • Oversee the product’s roadmap and manage it as required for the purpose of meeting deliverables for the business (the achievement of growth objectives, including market share, revenue, profit, and return on investment for all the channels/categories of business and/or key customers) • Ensure the product/service life-cycle is developed, defined, and operational • Provide knowledge, education, and awareness of programs/products/services to any population that might not otherwise have access to or know of NSC programs • Write articles, blogs, or similar outreach documents for print or online publications • Lead creation of events, discussion forums, and workshops • Advocate and influence through effective learning avenues and activities • Engage extensively with consumers in order to gain first-hand insight on the consumers’ and market feedback on our programs/products/services • Participate in trade shows or other similar events • Engage in regular communication with, and build relationships in all directions (e.g., peers, supervisors, funders, stakeholders) to advance the strategy/program • Support and encourage an environment that appreciates the diversity of employees’ and stakeholders’ styles, opinions, and perspectives • Relay information, build consensus, fact-find, and maintain transparency and open exchange, while keeping partners up to date and notified of program status and impact • Communicate with other NSC initiatives, campaigns, and departments to identify potential dissemination and cross-collaboration opportunities • Managers of people spend a significant portion of their job directly managing the work of at least three employees for whom hire, fire, and performance decisions are made

• oversee complex direct mail production projects from concept through mail drop • ensure campaigns are executed accurately, efficiently, and on schedule • work closely with internal teams, printers, mailshops, data vendors, and production partners • coordinate timelines, manage approvals, troubleshoot challenges, and identify opportunities to improve efficiencies and reduce costs • lead and support Avalon’s Production team by mentoring Production Project Managers • help manage department capacity, identifying training opportunities, and strengthening production processes across the organization • serve as a trusted internal resource on production strategy, postal regulations, vendor management, and quality control best practices