• Support execution of free user growth initiatives across Freemium, Viewer, Education, and Community segments • Help define success metrics for free user growth, activation, and engagement across segments • Analyze free user journeys end-to-end to identify drop-offs and opportunities • Prepare clear updates and insights highlighting what is driving free user growth

• Development of unique creative strategies, hypotheses, and ad ideas for META, YouTube, and TikTok • Rapid ownership of idea development from briefing and testing through analysis, with a focus on data-driven performance and structured processes. • Work within a team with clear structures, creative freedom, and high quality standards. • Analyze target audiences, markets, and competitors to identify relevant trends and platform formats. • Develop creative strategies, concepts, and testing approaches. • Create precise creative briefs for creators, design, and video editing. • Evaluate creative performance and derive clear optimization measures. • Work with modern AI tools. • Collaborate closely with media buying, copywriting, design, and editing, and present key insights to clients. • Continuously develop professionally to stay ahead of the market and adopt new trends early.

• Build and lead a high-performing team of approximately 20 direct reports and contractors, ensuring clear accountability and consistent delivery against deadlines • Establish and maintain an operating cadence (weekly scorecards, priorities, and structured issue resolution) across the remote team • Foster a positive, purpose-led culture that attracts and retains strong talent in a fully remote environment • Implement role scorecards, performance metrics, and coaching frameworks to drive excellence and support team growth • Lead data-driven experimentation and optimise the customer journey to increase revenue and improve retention • Manage and enhance the Shopify platform, subscription models, and recurring revenue streams • Drive end-to-end DTC operations, including fulfilment, inventory management, customer experience, and analytics integrity • Apply and interpret retention economics (LTV:CAC ratios, cohort analysis, repeat purchase drivers) • Balance growth initiatives with profitability through conversion rate optimisation and multi-channel attribution • Collaborate on market entry strategies while maintaining operational excellence across existing markets • Identify growth opportunities and address distribution challenges in new geographic regions • Support expansion into the UK and EU, including navigating regulatory requirements for pet and human supplement categories • Communicate clearly and consistently, adapting to the CEO’s communication style and time zone shifts • Serve as a trusted partner to the CEO, enabling focus on content creation, community engagement, and thought leadership • Demonstrate sound judgement in decision-making while building trust and earning autonomy over time • Ensure analytics integrity and promote data-driven decision-making across functions • Use AI systems and automation tools to improve operational efficiency without compromising customer care quality • Maintain a tech-forward approach to systems development and process improvement

• Own and operate the Shopify storefront end-to-end • Manage complex catalogs (multi-SKU, bundles, subscriptions via Recharge) • Oversee integrations across apps, analytics, fulfillment, and tax systems • Own core ecommerce KPIs: revenue, conversion rate, AOV, CAC, retention, and checkout completion • Drive measurable improvements through CRO, landing page optimization, and A/B testing • Partner with paid media teams in driving traffic to Shopify • Optimize storefront and landing pages to improve paid performance and reduce CAC • Collaborate on lifecycle marketing (abandoned cart, upsells, subscription retention, product launches) • Ensure ecommerce infrastructure supports promotional campaigns and scaling traffic • Oversee Amazon channel performance (required) • Support expansion into additional marketplaces • Ensure operational consistency and profitability across all ecommerce channels • Directly manage Shopify development resources and coordinate with design and marketing • Coach and develop team members while raising standards of execution • Build structure, accountability, and scalable processes • Grow and lead the ecommerce team as revenue scales • Lead the launch of our full non-Rx ecommerce experience (supplements & skincare) • Expand product offerings and build scalable systems for growth