• Own the Aveni Assist roadmap end-to-end • Balance investment between new capabilities, product quality and platform improvements • Lead continuous discovery with advisers, paraplanners, compliance teams and prospects • Build a deep understanding of customer workflows and translating insight into product decisions • Rapidly validate ideas using prototypes, customer research and experimentation • Own beta programmes for new capabilities • Partner closely with Engineering and Design to translate strategy into delivery plans • Build strong relationships across Engineering, Customer Success, Commercial and Marketing • Use customer feedback, usage analytics and product metrics to guide prioritisation, measure success and improve the product • Stay informed about industry trends, adviser technology and FCA regulation

• Drive product growth across key parts of the customer journey, including activation, adoption, monetization, retention, and expansion • Build and optimize growth loops that are repeatable, scalable, and measurable • Develop a deep understanding of customer behavior, funnel performance, lifecycle moments, and value realization to identify high-leverage opportunities • Collaborate cross-functionally with design, engineering, data, marketing, and customer-facing teams to develop effective strategies and deliver measurable outcomes • Use quantitative analysis, qualitative insight, and product judgment to inform priorities and decisions • Generate and test hypotheses through thoughtful experimentation and rapid iteration • Contribute to growth strategy and roadmap decisions by identifying opportunities, recommending priorities, and driving execution within your area • Guide initiatives through the full product lifecycle, from discovery and prioritization through launch, analysis, and optimization • Communicate progress, trade-offs, learnings, and recommendations clearly to stakeholders and leaders • Help raise the bar for experimentation rigor, evidence-based decision-making, and product quality across the team

• Own the Marketplace Vision: Define the long-term strategy to make the HighLevel App Marketplace the premier destination for MarTech and SalesTech apps. • Drive GMV & Revenue: Establish and execute strategies to grow Gross Merchandise Value (GMV) by optimizing monetization models, billing infrastructure, and payout mechanisms for partners. • Define Key Metrics: Define, track, and report on ecosystem health metrics: App installs, Active usage, Developer retention, API utilization, and Net Revenue Retention from marketplace apps. • Revolutionize DevEx: Design and deliver capabilities that make it effortless for developers to build, test, submit, and monetize apps on HighLevel. This includes owning the roadmap for Developer Portals, SDKs, and API documentation standards. • Governance & Quality: Establish rigorous yet efficient app review processes, security standards, and policy frameworks to ensure a high-trust environment for our users. • Discovery & Merchandising: Optimize the end-user experience (Agency & SMB) regarding app discovery, search algorithms, recommendations, and one-click installation flows. • Influence the Roadmap: Collaborate with engineering and cross-functional teams to prioritize platform-level features that unlock new possibilities for app developers (e.g., deeper UI integrations, new webhooks). • Voice of the Partner: Conduct qualitative research with developer partners and agencies to identify friction points and translate insights into prioritized product work-streams. • Mentor & Lead: Mentor other PMs and APMs working on adjacent areas of the developer platform, acting as a thought leader in platform economics and ecosystem best practices.

• Own, manage, and continuously prioritize the product backlog. • Translate business requirements, customer feedback, and support requests into clear user stories and functional requirements. • Define detailed acceptance criteria and ensure development-ready specifications. • Balance customer needs, business priorities, and technical feasibility when making product decisions. • Analyze customer problems and identify scalable product solutions. • Evaluate feature requests and determine overall business value. • Recommend product improvements that support long-term platform growth. • Collaborate with stakeholders to align product initiatives with strategic goals. • Lead backlog refinement sessions and sprint planning activities. • Work closely with development teams throughout sprint execution. • Clarify requirements and remove delivery blockers. • Monitor sprint progress and support successful product releases. • Participate in User Acceptance Testing (UAT). • Validate completed work against acceptance criteria. • Review usability and product workflows before release. • Help maintain high standards of product quality and customer experience. • Partner with Engineering, QA, Customer Support, and Business stakeholders. • Facilitate effective communication between technical and non-technical teams. • Ensure product priorities remain aligned across departments. • Improve Agile delivery processes and backlog management practices. • Promote efficient workflows and stronger cross-functional collaboration. • Encourage the adoption of modern productivity and AI-assisted tools where appropriate. • Identify opportunities to improve product development efficiency and delivery quality.