• Develop and oversee the creation of global campaigns and assets, toolkits, including concept development and adaptation for multi‑regional use. • Lead global brand positioning and messaging frameworks, ensuring consistency while enabling effective local market adaptation. • Support strategic planning around Go-To-Market, working closely with the product and partner team, competitive intelligence, business development, medical, clinical and the regions. • Design data and evidence generation plans to support GTM strategies, collaborating across clinical, market access, legal, regulatory, and other functions. • Generate compelling and competitive claims including testing and approval. • Ensure brand guardrails and integrity are maintained, serving as the gatekeeper while partnering with regional teams to enable strong local execution. • Work with the global and regional market research functions to design and implement studies supporting a better understanding of purchase and retention drivers. • Coordinate cross-functional efforts to better understand competitive landscape, market dynamics, opportunities and risks for the product line, across continents. • Manage project timelines, budgets, and deliverables for assigned initiatives, ensuring executional excellence and on-time delivery.

• Brand Management: Own REE Medical’s brand management end-to-end: brand positioning, voice and tone, visual identity, and brand standards governance across every channel and customer touchpoint. • Agency Management: Lead agency in brand alignment, content management, and editorial planning, building a publishing calendar that aligns with marketing campaigns, veteran cultural moments, and lead-generation priorities. • Content Management: Partner with Marketing team members on cross-channel content (SEO, landing pages, lifecycle email programs, collateral, and more) and collaborate with and support internal stakeholders and teams (Partnership, Outreach, and more), ensuring brand consistency, voice integrity, and content that supports performance discipline. • Brand Stewardship: Evolve REE Medical’s brand standards (visual identity guidelines, voice and tone documentation, content style guide, and brand asset library), ensuring consistent application and accurate representation of our Veteran services across internal teams, external agency partners, and content creators. • Market Research: Conduct thorough market research to identify trends, customer needs, and competitor strategies, incorporating social media insights into the overall analysis. • Resource Management: Manage internal and external creative resources, with responsibility for quality, performance, and prioritization. • Reputation Management: Lead REE Medical’s reputation management framework: review and reputation programs and agency partners, competitive reputation defense, and proactive advocacy that differentiates REE Medical’s ethics and outcomes. • Customer-Centric Lens: Own veteran community content fluency: every piece of content REE Medical publishes is culturally appropriate, accurate to veteran experience, and respectful of military service and the realities of VA disability claims. • Reporting: Develop and present performance reporting as needed for the SVP of Marketing; contribute to board-level marketing updates and quarterly strategic reviews. • Communications: Support crisis and sensitive communications when required, including VA-adjacent regulatory shifts, competitive escalations, and reputational events; partner with Legal, Compliance, Communications, and the SVP of Marketing on messaging strategy. Stay current on regulatory developments (PACT Act, VA policy changes) and competitive activity that influence the category. • Leadership: Model rigorous, ethical, and creative practice; mentor and collaborate with team members and contribute to the broader marketing organization as it grows.

• Execute distinct go-to-market strategies for a multi-tiered portfolio with both premium and value tier brands. • Define and protect each brand’s identity within the portfolio—ensuring the premium line signals "culture and exclusivity" while the value line signals "community and accessibility". • Develop lifecycle marketing strategies that retain customers. Segment audiences to drive "drops" to premium buyers and "bundles" to value buyers. • Manage the brand presence on our owned websites and maximize visibility/ranking on third-party marketplaces (Leafly, Weedmaps, iHeartJane). • Lead retail merchandising strategy across 1st and 3rd party locations to ensure strong brand presence and an optimized physical shelf experience. • Oversee merchandising execution in Story Dispensaries ensuring company brands are the “hero” through impactful displays, product storytelling, and effective budtender education. • Develop and manage trade marketing kits and merchandising tools that drive brand visibility and win share-of-mind within partner and competitor dispensaries. • Lead strategy for brand activations, from industry trade shows to consumer-facing pop-ups and music/culture events. • Identify and negotiate strategic partnerships (collabs) and manage co-op marketing budgets to maximize reach. • Oversee the creation of high-value content that drives organic traffic and domain authority for our specific brand keywords. • Lead regional market strategy across Maryland, Arizona, and expansion markets by staying active in local dispensaries, analyzing competitor dynamics, developing challenger strategies, and creating scalable brand playbooks for future market launches. • Drive portfolio strategy across all tiers by aligning SKU decisions with Operations and Cultivation, executing differentiated launch approaches, and leading packaging and form-factor development that maximizes shelf appeal while meeting state-by-state compliance requirements. • Own market intelligence and performance analytics by leveraging cannabis data platforms to track real-time share, pricing dynamics, and competitor activity, while managing KPIs, including sales velocity and market share, and assessing how pricing shifts impact tier performance.

• Spearhead continued growth of one of the UK’s most loved charities, developing a new brand strategy. • Set up values-led partnerships, positioning the brand to meet audience needs and wants. • Execute integrated campaigns that extend the DofE’s reach, influence and income. • Champion the audience in everything we do and be passionate about data driving decisions. • Manage a small team, driving brand marketing activity that delivers against strategic objectives.