• Develop and implement field marketing and brand activation strategies with full ownership of regional performance outcomes, including volume, market share, retail execution, and profitability • Establish strategic goals and targets for the Field Marketing team, leveraging market trends, customer insights, and organizational priorities • Own measurable outcomes for each region by defining success metrics (including volume, distribution, execution standards, and ROI), tracking performance, and proactively adjusting plans to close gaps • Lead field-level activation strategy and make final recommendations on prioritization, scale, and execution, incorporating input from Brand and Retail Marketing teams to ensure comprehensive, 360-degree activation • Drive rapid development and deployment of market plans, balancing speed and rigor, with continuous in-market iteration • Translate national brand and innovation priorities into locally relevant, distributor-ready market plans independently and on a consistent cadence • Review and assess all team plans in partnership with Sales and Marketing leadership, holding accountability for quality, clarity, and alignment to business objectives • Define and prioritize field marketing initiatives by region, making clear trade-offs based on expected business impact • Build and execute regional marketing plans across programming, POS, sponsorships, trade shows, and sampling, while maintaining strong in-market presence to validate execution quality and capture insights • Lead joint commercial planning with regional sales leadership, ensuring alignment on priorities, execution standards, and success metrics, and translating strategy into volume-driving programs • Build and lead a high-performing field marketing team by setting clear expectations, actively managing performance, coaching for impact, and addressing performance gaps with urgency • Act as a proactive strategic advisor, bringing a clear, data-informed point of view on market opportunities, risks, and required actions • Ensure compliance with all legal and regulatory requirements in marketing materials and activities • Manage the field marketing budget and allocate resources to the highest-impact opportunities, with clear ROI tracking and ongoing optimization based on performance • Perform other duties as assigned.

• Scale Shopify and TikTok Shop to $20M+ in combined revenue within 18 months • Achieve ≥15% net margin on Shopify and ≥5% on TikTok Shop • Maintain Meta ROAS ≥ 2.0 and TikTok Shop ROAS ≥ 3.5 • Launch one new high-converting bundle-based funnel per month • Drive email and SMS to contribute ≥25% of Shopify revenue • Remove the CEO from daily ecommerce execution by owning strategy, systems, team, and outcomes • Test 100+ ad creatives weekly across Meta and TikTok • Optimize paid traffic to hit strict ROAS thresholds • Partner with affiliate and UGC teams to scale winning creative • Stay ahead of platform trends, formats, and policy updates • Coordinate launches with Amazon for halo effects • Launch one new bundle-based funnel every month tied to educational outcomes • Optimize CVR, AOV, CAC, LTV, upsells, and overall funnel economics weekly • Oversee homepage, product pages, and collection merchandising • Refactor and relaunch underperforming funnels with new hooks and offers • Lead seasonal promotions including Back-to-School and Holiday campaigns • Build and maintain funnel SOPs and testing roadmaps • Lead lifecycle marketing through Klaviyo and Postscript • Optimize welcome, cart abandonment, post-purchase, and win-back flows • Build ascension paths from posters to workbooks to busy books • Develop blog and SEO strategy to drive organic education-based traffic • Review weekly P&Ls for Shopify and TikTok Shop • Analyze AOV, CVR, CAC, LTV, ROAS, GP to CAC, and lifecycle revenue share • Deliver weekly scorecards and monthly strategic growth plans • Forecast performance and identify scaling levers • Lead and coach a cross-functional ecommerce pod of 6+ team members • Establish clear ownership and weekly operating rhythms • Hire and develop talent as funnel velocity increases • Manage freelancers and specialized contractors • Model Extreme Ownership, Relentless Innovation, and Integrity Above All

• Manage highly active executive calendars, expertly handling scheduling conflicts, setting up meetings, and ensuring daily time optimization. • Triage and organize executive inboxes, drafting professional responses, filtering out noise, and escalating urgent matters when necessary. • Coordinate internal and external meetings, including setting agendas and taking accurate meeting minutes. • Assist in gathering campaign performance data (SEO, Google Ads) to help prepare monthly reporting for clients. • Maintain and organize project documentation, ensure team files are up-to-date, and consistently follow up on standard executive action items. • Serve as a central point of contact for routine client inquiries, ensuring they are directed to the right team member. • Assist in the preparation of campaign briefs, creative assets, and follow-up communications to ensure marketing initiatives stay on schedule. • Compile research and format reports to help executives prepare for upcoming meetings and initiatives. • Handle sensitive and confidential information with the utmost discretion and professionalism

• Build and own the multi-channel demand engine: SEO/SEM, Paid Social, Email, and emerging channels. Set targets and own the resourcing plan and outcomes behind them • Develop creative campaigns and messaging that compels nonprofits and grant-funded organizations to engage and convert • Lead our AEO/GEO approach so Instrumentl shows up across traditional and AI-powered discovery • Own the conversion funnel from first touch through free-trial activation and Sales handoff • Partner with Product and RevOps to optimize landing pages, onboarding flows, and lead routing • Work with PMM, Brand, and Events to build integrated campaigns Align with Sales on lead quality and pipeline; partner with RevOps and Finance on attribution, budgeting, and ROI • Stand up the needed dashboards and reporting infrastructure to support data driven decision making • Build a rigorous test-and-learn model: structured experiments, fast iteration, clear learnings • Use AI tools to accelerate execution and build workflows that compound over time