• Planning accountability across full calendar year, ensuring collaborative development of Growth go-to-market strategy for product line(s), highly collaborative matrix leader with ability to engage and lead peers across organization from Product, Data and Analytics, Sales, and other functions. • Strong commercial leadership voice with end-to-end go-to-market planning for product line(s), forecasting annual growth goals for product line(s) by segment, including development of forecasts by segment, media channel, and media drops/deployment. • Planning and strategy leader for product line(s), own strategic vision and tactical execution across all communication channels, lead team in creating and executing multi-channel marketing and growth plans across direct mail, web, telephonic, digital/social, field-marketing, and other channels, and mediums. • Work closely with Growth team leaders to create and deliver Growth planning and go-to-market plan and execution calendar to meet and exceed growth goals across acquisition, retention, and engagement initiatives. • Be the internal Subject Matter Expert on Health Payor strategic insights, consumerism, and best practices, with keen insights and strong consumer behavior points-of-view on demand generation strategies and tactics. • Collaborate closely with internal teams and external agency partners to develop, map, and create foundational planning documents. • Work closely with Planning, Performance Marketing, and Sales team to develop insight-driven input briefs (creative briefs, strategy briefs, media briefs to guide workstreams across internal teams and external vendor workstreams. • Expertise in planning segment-specific, micro-targeting, channel mix and go-to-market strategy. • Assess new and emerging marketing channels, mediums, approaches, tools, and best practices, including AI (Artificial Intelligence) and others, to drive process improvement and optimize response rates attract, retain, and engage members. • Other duties as assigned.

• Create and execute lifecycle marketing strategies to optimize engagement and retention. • Design and launch integrated marketing campaigns across email, SMS, push, and in-app channels. • Manage promotions and referral programs to drive sustainable growth and engagement. • Identify key moments in the member and host lifecycle to enhance onboarding, activation, and advocacy. • Analyze performance metrics and extract insights to optimize marketing strategies. • Work closely with product, engineering, and data teams to refine automation and personalization. • Lead A/B testing to optimize engagement and retention strategies. • Manage notification channels to ensure timely and personalized communication. • Build segmentation and behavioral triggers for tailored marketing messages. • Stay updated on industry trends to incorporate best practices into marketing efforts.

• Support the development and execution of integrated field marketing campaigns aligned to SLED sales priorities and growth goals • Help localize campaigns for specific regions, agencies, or SLED verticals to increase relevance and impact • Coordinate campaign execution across channels such as email nurtures, sales-led outreach, webinars, and targeted field activations • Own timelines, execution details, and follow-through to ensure campaigns launched smoothly and supported active opportunities • Support development and customization of field-facing content including campaign messaging, sales decks, one-pagers, and event-adjacent assets tailored to SLED audiences • Partner with Product Marketing to ensure messaging accuracy, consistency, and alignment with appropriate use cases • Support select in-person and virtual events as part of broader campaigns, including coordination and on-site support as needed • Work closely with AEs, SDRs, and Sales leadership to support territory and account-based initiatives within the SLED market • Capture insights from the field and shared learnings to improve future SLED-focused campaign planning and messaging • Partner with Marketing Operations to track engagement, pipeline influence, and contribute to post-campaign reporting and insights to inform future programs

• Design and implement comprehensive ABM strategy aligned with company revenue goals and ICP criteria • Define target account selection criteria and segmentation framework based on funnel analytics, historical conversion data, and pipeline contribution • Develop account tiering structure (1:1, 1:few, 1:many) and appropriate engagement strategies for each tier • Establish baseline funnel metrics and define success criteria for each account tier (pipeline created, velocity, win rate, ARR) • Design and execute hypothesis-driven, personalized, multi-channel campaigns for target accounts • For each campaign, articulate clear hypothesis, expected outcomes, and success metrics before launch—no random acts of marketing • In coordination with digital marketing, field marketing, and brand marketing functions, build campaigns across email, direct mail, paid advertising, events, and content syndication • Demonstrate hands-on technical proficiency with all campaign tools and channels—able to build, optimize, and troubleshoot campaigns independently • Develop account-specific value propositions and messaging frameworks • Coordinate intent data monitoring and trigger-based outreach programs • Design and manage account-based advertising campaigns across LinkedIn, display networks, and other platforms • Run continuous experiments to test messaging, channels, timing, and offers; systematically document learnings and apply insights to future campaigns • Partner closely with sales leadership and account executives to prioritize target accounts based on pipeline potential and ARR opportunity, not lead volume • Own joint pipeline targets with sales; success measured by SQLs, pipeline created, deal velocity, and closed/won ARR—not MQLs • Establish clear processes for account handoffs, lead routing, and opportunity tracking • Facilitate regular account planning sessions between marketing and sales teams • Create shared account intelligence repositories and communication protocols • Develop sales enablement materials specific to ABM initiatives • Eliminate marketing/sales finger-pointing through shared accountability on revenue metrics and transparent, real-time pipeline reporting • Live and breathe funnel metrics—implement comprehensive ABM dashboards tracking account engagement scores, pipeline velocity, conversion rates at each funnel stage, win rates, deal size, and ARR contribution • Track campaign performance at the account level and optimize based on insights using a test-and-learn approach • Demonstrate deep fluency in interpreting funnel data to diagnose bottlenecks, predict outcomes, and course-correct in real-time • Conduct regular program reviews and present results to leadership with clear ROI analysis and pipeline attribution • Monitor account progression through buying stages and identify acceleration opportunities • Calculate and report on ABM ROI and contribution to revenue targets • Maintain post-campaign analysis discipline; document what worked, what didn't, and why for continuous improvement • Demonstrate hands-on proficiency with ABM platforms, marketing automation, CRM, and advertising tools—not just strategic oversight • Build, configure, and optimize campaigns across channels independently; troubleshoot technical issues as they arise • Stay current on platform updates, new features, and channel best practices • Understand technical integrations between systems and leverage them for more sophisticated targeting and measurement