• Partner with the CEO and executive leadership to define and own the company’s global go-to-market and growth strategy, including long-term roadmap and resourcing decisions. • Own executive-level revenue and pipeline targets, setting strategy and accountability for demand generation outcomes across marketing channels. • Serve as the executive owner of cross-functional alignment across marketing, product, sales, and customer success, resolving priority and resourcing tradeoffs. • Design and oversee the marketing operating model, including prioritization frameworks, resourcing strategy, and performance management for the marketing function. • Set and approve external communications strategy and brand positioning, including executive-level oversight of PR, messaging, and reputation management. • Own marketing org design, hiring strategy, and budget authority, including final decision-making on spend, vendors, and ROI measurement. • Own product marketing efforts within existing customers to increase usage and create expansion opportunities • ​​Ensure high-quality execution of PR and communications through oversight and review. • Make data-driven decisions, establish metrics approach to brand-building strategies, manage the marketing budget, and track ROI on projects

• Shape our content and distribution strategy - what we say, where we show up, and who we need to reach to grow awareness and demand • Set content priorities and rhythm, owning our editorial roadmap and aligning it with our business goals • Define and evolve our brand voice and messaging so our marketing is clear, consistent, and easy to understand • Lead content development cross-functionally, partnering with internal stakeholders and subject matter experts to turn ideas and expertise into compelling content • Track what’s working (and what’s not) and use those insights to guide channel investment, content direction, and experimentation

• Co-develop and operationalize integrated marketing strategy for Xsolla Partner Network and Lightstream, supporting ecosystem-wide initiatives across Xsolla Mall, x.la and emerging verticals. • Translate strategic direction into campaign roadmaps, briefs, milestones, and measurable KPIs. • Ensure marketing execution supports key productivity drivers: creator acquisition, campaign velocity, operational efficiency, and influencer engagement. • Act as connective tissue between strategy and execution, ensuring high-quality delivery across all workstreams. • Provide thought leadership in creator engagement, product evolution, competitive positioning, and content strategy.Contribute to future marketing team design and phased expansion across CRM, Social, Community, and Content. • Lead creator marketing programs from concept through execution and reporting. • Develop and scale creator partnerships across Twitch, YouTube, TikTok, and emerging platforms. • Architect multi-channel creator campaigns and negotiate partnerships aligned to growth objectives. • Partner with Product, Product Marketing, Creator Success, and BD to align creator programs with platform features, partner needs, and engagement workflows. • Build reporting models to measure ROAS/ROI, audience lift, attribution accuracy, and creator impact. • Collaborate with CRM, Social, and Community teams to build lifecycle and nurture flows that increase creator retention, Lightstream subscriptions, and Partner Network sign-ups. • Reintroduce and scale Partner Network and Lightstream’s social presence, ensuring consistency, brand integrity, and content velocity. • Partner with BI and Analytics teams to track funnel performance, creator activation, content attribution, and LTV. • Work with UA/Paid Media on pilot programs and creative testing. • Support content strategy across short-form, long-form, and campaign-specific content. • Partner with Product and Product Marketing to translate creator insights into messaging, positioning, and roadmap alignment. • Support GTM readiness for new product features, Lightstream updates, and partner launches. • Work with BD and Product Marketing to deliver co-marketing programs that drive adoption and engagement. • Coordinate with PR, Events, Integrated Marketing, and Regional teams to ensure unified storytelling across channels. • Own the marketing operating model across Partner Network and Lightstream, including campaign intake, prioritization, workflow design, GTM documentation, and approvals. • Drive execution across all marketing workstreams ensuring predictability and performance. • Manage multi-channel budgets (creator incentives, paid pilots, content production, CRM/tools, regional programs) aligned with KPI gates and ROI expectations. • Mentor and guide team members, fostering a culture of accountability, innovation, and collaboration. • Partner with Operations, BI, and Data to ensure reporting clarity, attribution accuracy, and performance visibility.

• Own category strategy and growth for INSTRUMENT, including positioning, narrative, customer definition, and long-term market opportunity. • Be accountable for measurable business impact, with INSTRUMENT expected to drive the majority of growth across the instrument portfolio. • Lead GTM strategy end to end, spanning major launches, in-product moments, and evergreen initiatives that compound growth over time. • Partner deeply with Product leadership to influence product roadmap decisions and tradeoffs based on customer value, market fit, and growth potential. • Define and evolve core audiences and use cases, grounding strategy in real creator workflows and behaviors. • Establish and own success metrics across adoption, activation, retention, and monetization, co-owning outcomes with Product and Growth. • Inspire and elevate creative marketing execution, setting a high bar for originality, craft, and engagement across campaigns and tactics. • Operate as a senior cross-functional leader, aligning Product, Marketing, Growth, Data, and Partnerships around a shared strategy and learning agenda.