• Own the post-sale lifecycle strategy across onboarding, adoption, retention, expansion and advocacy, establishing clear stages, core workflows and measurable outcomes tied to product usage, retention and net revenue retention • Shape and drive expansion strategy by identifying growth opportunities and guiding programs that increase product usage, upsell and cross-sell across accounts • Own the product adoption strategy by defining key usage behaviors, operationalizing adoption metrics and leading product education to drive depth and frequency of usage • Partner with Product and Product Marketing to ensure lifecycle and adoption strategies reflect real customer workflows and differentiated value • Set the vision for scalable learning programs, including webinars, courses and resource hubs that enable customers to achieve meaningful outcomes • Own the end-to-end advocacy strategy, building a clear path from adoption to advocacy to referral-driven growth, and guiding programs for reviews, case studies and customer references • Establish and lead a voice of the customer program, including structured feedback systems and Customer Advisory Boards, to inform Product, Marketing and leadership decisions • Lead and inspire a high-performing team by setting clear priorities, fostering cross-functional collaboration, and developing team members through coaching, feedback, and professional growth opportunities

• Leverage market and customer insights to shape market access strategies • Develop payer customer segment strategies and promotional campaigns • Identify opportunities and support appropriate pull-through activities and payer related solutions for field sales and account management teams. • Monitor payer feedback and market dynamics to inform tactical adjustments to strategy • Provide US payer input into Brand Marketing, Global Market Access Teams, new product planning, Integrated Account Management, Legal, Compliance, and Finance • Active participation in the development of value evidence strategies; strong coordination with Outcomes Research / V&I (Value & Implementation Team) • Support US Finance in development of segment level forecasts in support of brand forecast

• Drive adoption and customer value • Design and execute programs that increase product usage, engagement, and customer health across our K-12 customer base. • Strengthen retention • Build lifecycle and engagement strategies that reduce churn risk and support renewal, working closely with Customer Success and Renewals teams. • Develop scalable customer programs • Create repeatable, data-driven programs using digital campaigns, customer communications, and targeted initiatives that reach customers at the right time with the right message. • Partner on expansion strategy • Collaborate with ABM and Marketing Managers to support cross-sell efforts, contributing insights, segmentation, and program support to drive expansion opportunities. • Run integrated campaigns (digital + field + events) • Execute campaigns that combine digital marketing with customer events, webinars, and field programs to increase engagement and product adoption. • Turn insights into action • Use customer data, product usage signals, and campaign performance to continuously refine programs and improve outcomes. • Align cross-functional teams • Work closely with Customer Success, Sales, Renewals, Community, and Marketing to ensure a consistent and effective customer experience. • Measure impact • Track and report on key metrics like product adoption, engagement, retention, and campaign performance.

• You develop and implement sustainable Paid Social strategies and campaigns on Meta and, ideally, also on TikTok and LinkedIn. • You are responsible for at least a six-figure monthly marketing budget and make decisions independently. • As a member of our team, you support the planning and execution of all performance marketing activities, helping to increase revenue and acquire customers for our clients. • You develop concepts and create briefings for creatives for our Brand & Design team as well as for content creators. • You advise clients strategically and sustainably to help grow their business. • Quality assurance and monitoring are part of your daily business: you independently manage QA and monitoring processes and derive the appropriate recommendations for action. • You proactively bring new approaches and ideas to further grow existing channels and clients and to open up new channels.