• Market insights : synthesize and socialize actionable insights from customers, prospects, competitors and the broader market, to influence positioning, messaging, sales strategy, and product roadmap. • Drive go-to-market (GTM) positioning : including thought leadership, market analysis, competitive landscape, value proposition, differentiated messaging, high-value offers, pricing, and packaging. • Messaging : lead development of customer-centric messaging and competitive positioning that crisply conveys customer value, business outcomes, and our differentiation. • Compelling content: create/orchestrate audience-centric content across the entire buyer journey including videos, ebooks, assessment tools, brochures, blogs, white papers, presentations, demos etc., for customer facing and sales enablement needs. • Win rate improvement : enable sales productivity, efficiency, and win rates through a holistic program of onboarding and ongoing training courses, enablement tools, and certification programs for sales, customer success, and partners. • Thought leadership : Act as a spokesperson for the product, to support speaking engagements in events, webinars, analyst briefings, etc. • Analysts : Influence and create positioning for analyst relations around the product, to ensure coverage and a leading position in analyst reports. • Product launches : Oversee launch planning for new offerings – including deep understanding of product roadmap, features, differentiators, and customer value to communicate clear and concise use cases. • Champion of consistency : Drive consistency and clarity of our messaging and positioning across all internal and external stakeholders. • Leadership & collaboration : build and mentor a high performing team that works closely with sales, product management, demand generation, corporate marketing, customer success, and external partners.

• Own Product Marketing strategy and positioning for HHAeXchange’s provider business • Define scalable operating models, frameworks, and AI-enabled workflows • Partner closely with Product, Growth, CX, Brand, and Sales • Influence and shape product roadmap, pricing, and go-to-market decisions • Own go-to-market strategy and execution for new products • Accountable for the pipeline and revenue impact of product launches • Define target segments, messaging, and success metrics • Establish and maintain standards for product representation across go-to-market channels • Establish structured processes for product launches • Build and operationalize AI-enabled workflows • Identify opportunities to automate and scale Product Marketing operations • Own pricing and packaging strategy in partnership with Product and Finance • Build feedback loops from Sales and customers • Own competitive and market intelligence • Translate product usage insights into adoption, retention, and expansion strategies • Own the quality of all sales-facing product marketing assets • Equip the sales team with resources that accelerate pipeline and close deals • Establish feedback loops between Sales and Marketing to refine messaging and identify market opportunities

Role Description The Marketing Team Director (referred to internally as a Practice Area Director) leads Good Roots’ marketing practice—with a people first management mindset, setting strategic direction, service refinement, business development and overseeing all the execution of said marketing services across client engagements while building a high-performing team that delivers exceptional outcomes. This leader brings deep, broad expertise across all marketing competency areas and is highly capable of directly delivering marketing services directly to Good Roots farm and food business clients. The Director manages the Marketing Consultant(s) and is accountable for the practice area’s service quality, client outcomes, team development, and growth. The split of time between management functions and direct client engagement (billable work) is approximately 60/40. This position reports directly to the Director of Service Delivery. - Limited travel required (2-4 times/year) to attend potential client in-person visits and/or conferences. Qualifications - Proven senior-level expertise in marketing and management across all core competency areas—strategy, brand, content, digital, demand generation, and analytics. - Minimum of five years of progressive marketing experience, with at least three years in a leadership or team management role. - Tech Savvy: Highly proficient in Google Suite, Zoom, Slack, and project management software. Deep working knowledge of marketing platforms across automation/CRM (HubSpot, Mailchimp), analytics, CMS, paid media, SEO, and design tools. - Process Improvement: Develop and maintain written procedures, trainings and other resources that capture approach and processes for executing on marketing services. - Analytical: Fearlessly determined to dig into clients’ marketing data, determine the appropriate courses of action in collaboration with team members, and educate clients on better processes appropriate for their level of understanding. - Project Management: Capable of efficiently and decisively managing a multitude of client projects, team needs, and competing priorities. - Project Design: Skilled in matching services to clients’ needs and skills while supporting their continuous improvement and empowerment. - Consultative Strategist: Highly capable of leading executive-level strategy conversations—framing business problems through a marketing lens, designing roadmaps, navigating ambiguity, and influencing decisions across complex client organizations. - Management Functions: Well-versed in all core areas of management, including planning, organizing, staffing, accountability, and leadership. - Emotionally Intelligent: Exemplary skills related to self-awareness, self-management, social awareness, and relationship management. Requirements - Experience in the farming and agriculture industry. - Experience leading the growth of a marketing agency, consulting practice, or fractional CMO practice. - Strong communication skills and attention to detail. - Deep expertise in both B2B and B2C marketing; relevant certifications (HubSpot, Google Ads, Google Analytics) preferred. - Experience leading marketing engagements for mission-driven clients. - Experience managing a practice area P&L, including capacity planning, pricing service offerings, and tracking utilization and profitability. Benefits - Good Roots has an internal pay structure based on role, skills and experience to provide for equity amongst all employees. - We do not negotiate salaries outside what is listed. - There is opportunity for increases to pay based on merit and/or career advancement through promotion. What you can expect - First 30 Days: Integrate with the team, understand Good Roots’ values, systems and platforms, marketing services approach and begin to take on existing client projects. - 30-60 Days: Start managing practice area members' daily workflow and professional development, contribute to strategic planning, cross-functional collaboration, and new project scoping. - 60-90 Days: Fully lead the marketing team, support the hiring and training of new team members, oversee the practice area budget, and contribute to service innovation and quality control. - 90 Days and beyond: Lead all aspects of the marketing practice—setting strategy, deepening key client relationships, growing the team, and continuously evolving service offerings to advance Good Roots’ mission and clients’ outcomes.

• Develop and lead marketing strategies across multiple clients, brands, or industries • Analyze business models, competition, customer acquisition cost, ROI, funnels, and growth opportunities • Recommend marketing channels, campaigns, creatives, messaging, and positioning based on client goals and budget • Oversee execution teams, including creatives, media buyers, SDRs, virtual assistants, freelancers, and other marketing specialists • Communicate directly and confidently with clients to provide strategic recommendations, updates, and direction • Identify which marketing efforts are likely to work, which may not, and how to prioritize resources effectively • Stay updated on modern marketing trends, AI tools, automation, CRM systems, and growth frameworks • Connect high-level business goals with practical marketing execution plans