• 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

• managing key funnels and conversion metrics: analyzing the user journey from the first click to purchase, identifying bottlenecks, and launching hypotheses to improve conversion rates; • identifying gaps in current user journeys, setting tasks for landing page, offer, and nurturing mechanism tests together with marketing, design, and sales teams; • building strong synchronization between Marketing, Product, and Sales: collecting insights from the sales team (objections, customer pain points, buyer profiles) and translating them into acquisition, content, and product launch decisions; • participating in launches of new features, courses, and major internal launches within existing brands; • ensuring that offers across landing pages, creatives, email communications, and sales scripts remain consistent and aligned with the motivations of the target audience; • working in a hypothesis-driven growth environment: testing ideas, measuring results, and scaling initiatives that positively impact revenue.