• 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.

• Develop and execute the comprehensive GTM launch blueprint for all new and renewing value-based care contracts • Lead and build a high-performing team. Set priorities, drive accountability, and foster a culture of cross-team collaboration and continuous improvement. • Construct explicit implementation timelines, gating milestones, and operational workflows mapping out the journey from a signed payer contract to "active" status in the field. • Build, update, and manage cross-functional tracking dashboards using project management platforms (e.g., Monday.com, SalesForce) • Author market-specific "Payer Snapshots” that local field or sales teams can use to pitch independent primary care providers (PCPs). • Deconstruct complex payer contracts into clear, simplified sales enablement collateral. • Partner with Analytics, Outreach (practice growth), Provider Networks, and Strategic Payer Partnerships to ensure alignment of priorities and execution across multiple workstreams and timelines. • Create Training Program for field teams to ensure fluency on new payer products • Establish a market feedback mechanism around physician friction points and identify solutions. • Establish KPIs and reporting mechanisms to track enrollment growth. • Continuously analyze the sales pipeline to identify opportunities and adjust launch strategies. • Other duties as assigned