• Included Health is seeking a highly strategic, analytical, and creative Senior Product Marketing Manager to help shape foundational product positioning and lead high-priority growth opportunities for our Health Plan and Public Sector segments, ultimately driving higher win rates and pipeline acceleration. This role will sit within our Pursuits Studio model, where Product Marketing serves as a lead storyteller and co-strategist on complex, high-value pursuits from early engagement through pitch, proposal, and close. • In addition to developing base product narratives and sales assets for our Virtual Primary Care, Urgent Care, Behavioral Health, and Expert Medical Opinion offerings, this PMM will act as the marketing “producer” for strategic pursuits — creating the marketing plan, mobilizing the right cross-functional resources, and overseeing development of tailored deliverables that strengthen differentiation, improve deal velocity, and increase win rates. This role will partner closely with Sales RVPs, who are responsible for the overall vision and strategic direction for each pursuit. • The ideal candidate has the ability to: Translate complex product capabilities into clear, persuasive, data-driven stories and crisp, high-quality sales collateral that improves conversion rates through each stage of the sales funnel. Tailor product narratives, assets, and channel strategy to resonate with specific buyers and segments. Lead cross-functional teams through high-stakes, fast-moving opportunities. The PMM will work closely with the Sales, Client, Analytics, Product, Solutions Consulting, Consultant Relations, Clinical, and broader Marketing teams to support growth priorities.

• Own the install base marketing strategy: identify underused features and usage gaps, prioritize which capabilities matter most to each customer segment, and develop messaging and campaigns that drive customer engagement and product adoption. • Create adoption-focused content including in-app messages and email campaigns that drive customer engagement and value realization • Develop internal enablement resources including playbooks and battlecards that equip internal customer success teams for proactive, value focused customer conversations • Gain and develop a deep understanding of new and upcoming product capabilities and assist in the development of customer-facing product communications • Define and track adoption metrics (feature activation rates, usage, time-to-adoption) in collaboration with data and analytics; use insights to evaluate program performance and identify areas for optimization. • Map the customer onboarding journey and develop content for admins, reps, managers, and GTM leaders coordinating with Customer Success (customer success, professional services) and Enablement to keep materials current. • Identify expansion signals and partner with Growth Marketing to run campaigns that reduce churn and support renewals, informed by ongoing customer research (interviews, surveys, usage data). • Partner with Customer Advocacy to identify customers well-positioned to serve as references • Support monthly product launch motion with content creation and customer campaigns that drive adoption • Work with the greater product marketing team on important team projects and events as assigned.

• Answer Engine Optimization (AEO): Make sure Found shows up accurately and favorably when self-employed business owners ask AI tools like ChatGPT, Perplexity, and Google AI Overviews for banking recommendations. Drive both the strategy and content development to deliver results. • SEO: Drive organic search strategy end to end — keyword strategy, on-page optimization, content briefs, and technical SEO partnership — to grow qualified organic traffic. Drive both the strategy and content development to deliver results. • Website & resource center: Drive conversion improvements through continuous testing of our brand messaging and developing content needed to convince customers Found is the best solution for their business. • App Store Listing (ASO): Own and continuously improve Found’s iOS and Android app store listings — screenshots, descriptions, and keywords — to maximize visibility and conversion. • Reviews, Ratings & Social Listening: Monitor and respond to reviews and social mentions across app stores, Trustpilot, and social platforms, and surface recurring themes back to product and CX. • Reddit & Community: Own Found’s voice and presence on Reddit and similar communities where self-employed people trade banking and finance advice — engaging authentically, correcting misinformation, and building trust. • Cross-functional partnership: Partner with Growth on new channel experimentation (e.g., LinkedIn) as opportunities emerge.

• Own CRM platform strategy, architecture, and roadmap. Define the target-state data model and system-of-record boundaries for merchant, customer, and pipeline data. Lead platform evaluations and build the business case for major platform decisions, driving them to an executive recommendation • Own strategy and direction for the platforms surrounding CRM — marketing automation, sales engagement, customer support, and operations tooling — so the go-to-market and ops stack operate as one connected system with clean data flowing between it. • Partner with Sales, Marketing, Support, and Operations to translate business requirements into platform design and a prioritized roadmap. Serve as the single owner of CRM prioritization across functions, working with a dedicated Salesforce team that executes and maintains the platform. • Set standards for CRM data quality, field governance, and access control so reporting and downstream systems can be trusted. • Run vendor evaluations and build-vs-buy decisions for the CRM and GTM stack; rationalize overlapping tools; own vendor relationships and renewals.