• Build and run integrated campaigns (brand, launch, event, demand) across email, paid digital, lifecycle, and events for a range of segments and buyers • Live in the numbers: MQL, pipeline contribution, conversion rates. Track them obsessively, report them clearly, and never stop improving them • Ship, measure, learn, repeat. The goal is campaigns that get embarrassingly good over time • Work hand-in-hand with Product Marketing to make sure every campaign is anchored in messaging that actually resonates with buyers • Stay tightly looped with Sales and SDR on lead routing, follow-up SLAs, and the kind of honest feedback that makes both sides better • Keep the campaign calendar and budget running smoothly so nothing falls through the cracks for your segment • Bring AI into your workflow in ways that are actually useful: sharper briefs, faster iteration, better personalization. Be curious, be deliberate, and use it with good judgment • Start building ABM plays and segment-specific campaigns for priority verticals, working from a defined strategy

• Own and grow a defined revenue base for strategic and key accounts, carrying an individual sales target tied to the introduction of new and strategic technology offerings • Lead the customer-facing execution for commercializing new and emerging technologies to current and prospective customers and channels, including positioning, value proposition, and pricing approach • Identify, build and nurture senior-level relationships with select strategic and key customers, partners, and opinion leaders to advance OraSure’s strategic commercial agenda • Flex priorities and resources to address the highest-value commercial opportunities, including post-acquisition revenue acceleration, new market entry, and other strategic initiatives as defined by and with senior leadership • Collaborate with Commercial Leaders, R&D, Regulatory and Operations to translate emerging technology capabilities into compelling, market-ready commercial offerings • Define account-level and opportunity-level commercial strategies, including pricing, contracting and partnership structures, in coordination with Sales, Marketing, Product Management, and Legal • Provide voice-of-customer and competitive insight back into R&D and ELT to inform portfolio, technology investment and M&A priorities • Build and deliver executive-level proposals, presentations and negotiations with key customers, partners and acquisition targets • Coordinate closely with the broader Sales organization to ensure account-level alignment, solid hand-offs and shared visibility, while operating distinctly to protect focus on strategic priorities • Support Long-Range Planning (LRP) and ensure alignment of quarterly and annual revenue objectives within scope of role • Represent OraSure at industry conferences, customer summits and other external forums to advance the strategic commercial agenda • Partner with Business Development and Corporate Strategy on go-to-market integration of acquired companies; develop and execute commercial integration plans to realize revenue synergies and total deal model achievement post-close • Other duties deemed appropriate for a Sr. Director, Strategic Growth & Commercialization

• Execute integrated, multi-channel demand generation campaigns aligned to commercial pipeline and revenue objectives • Build and launch campaigns across email, nurture programs, webinars, paid media, retargeting, ABM, and digital channels • Support always-on campaign execution strategies designed to drive engagement, pipeline acceleration, and conversion • Coordinate campaign timelines, deployment, and execution across internal stakeholders and agency partners • Ensure campaigns are aligned to funnel stages, segmentation strategies, and target audience priorities • Execute ABM programs focused on strategic enterprise and high-priority target accounts • Monitor engagement trends and campaign performance across target accounts • Operate and execute campaigns within marketing automation and Martech platforms including Pardot, Demandbase, Mutiny, Salesforce, and related technologies • Prepare campaign performance reports, dashboards, and insights for Growth Marketing and commercial leadership • Partner with Product Marketing on positioning, messaging, GTM priorities, and campaign alignment.

• Define and execute the communication, engagement, and conversion strategy for the Hub. • Own the full growth lifecycle across the Hub surface. • Shape cross-brand journeys, in-product messaging, and conversion experiments. • Design and iterate cross-brand notifications, in-product CTAs, onboarding nudges. • Build and execute multi-channel user communication programs across email and in-product messaging. • Define hypotheses, run A/B tests, analyse results, and scale what works. • Instrument tracking, monitor funnel and engagement metrics. • Use analytics, automation, and AI-assisted tools to support experimentation.