• Own PLG campaign strategy and execution across key moments like demo requests, evaluation, activation, and expansion • Build and run lifecycle campaigns across in-product messaging, email, and light outbound • Work closely with Product to highlight key value moments and shorten time to value • Segment and tailor campaigns by persona and intent, including CISOs, AppSec, and engineering leaders • Partner with Sales and RevOps to improve demo quality, conversion, and pipeline velocity • Track performance, run experiments, and iterate based on product usage and revenue data

• Own and evolve Equip’s overarching marketing vision, strategy, and execution to drive brand awareness, demand generation, and revenue growth across B2B and B2C audiences, in alignment with business and growth objectives. • Define and steward Equip’s brand positioning, narrative, and voice, ensuring consistency and credibility across all audiences and touchpoints. • Lead, develop, and scale a high-performing marketing organization across creative marketing, integrated marketing, product marketing, and growth and lifecycle marketing, fostering accountability, collaboration, and continuous improvement. • Establish clear KPIs and reporting to measure marketing effectiveness, ROI, and business impact across channels. • Educate and influence stakeholders on modern marketing strategies, tradeoffs, and measurement. • Serve as a strategic thought partner to executive leadership, provider insights on market dynamics, positioning, and growth opportunities. • Leverage deep understanding of the healthcare ecosystem to inform marketing strategy and position the company as a credible, trusted partner. • Perform other duties as assigned.

• Own social media growth • Build our video content engine • Manage end-to-end video production • Develop and oversee relationships with video production agencies • Write scripts, social copy, and other content • Analyze social and video metrics • Build playbooks and guidance for internal teams • Test new formats and content types

• Develop and execute a comprehensive SEO and AEO strategy to increase organic visibility for high-intent keywords related to relevant terms like Real-World Evidence, Clinical Informatics, and Healthcare Data. • Conduct regular website audits to ensure our web architecture is optimized for crawling and indexing, managing schema markup, site speed, and mobile responsiveness. • Track website performance, analyze data, and implement strategies to improve the digital user experience, across the marketing funnel. • Write and optimize blog posts, case studies, and whitepapers, ensuring all content is aligned with search intent and keyword clusters. • Manage the day-to-day execution of paid campaigns across platforms such as Google Ads, LinkedIn Campaign Manager, and programmatic display. • Manage the digital marketing budget, allocating spend dynamically based on channel performance and ROAS. • Collaborate with the team to ensure digital leads flow seamlessly into our CRM (HubSpot) and are nurtured effectively. • Build and maintain marketing dashboards that track key metrics: Organic Traffic, Keyword Rankings, Cost Per Lead (CPL), and Marketing Qualified Leads (MQLs), for example. • Provide monthly reports with actionable insights on how to improve digital ROI. • Identify new opportunities for growth and innovation in digital marketing.