• Define and own the growth roadmap and annual ecommerce revenue, including channel mix, budget allocation, and quarterly targets for traffic, AOV, LTV, and contribution margin • Own economic decision-making, explicitly managing trade-offs between growth velocity, CAC, MER, inventory risk, and long-term LTV • Own our integrated marketing strategy, ensuring paid, organic, lifecycle, partnerships, content, and onsite experience operate as one system • Lead hero campaigns, product launches, and seasonal moments, setting campaign architecture, messaging frameworks, and success metrics • Set annual, quarterly, monthly marketing priorities in partnership with the leadership team • Ensure marketing decisions are grounded in both brand strategy and unit economics • Take accountability for core ecommerce P&L levers: traffic, CAC, ROAS, MER, conversion rate, AOV, LTV, and payback period • Lead performance marketing across Meta, Google, Amazon, and emerging channels, setting CAC/LTV targets and managing agencies against outcomes • Own organic growth engines (SEO, content, affiliates, influencers) to reduce long-term reliance on paid media • Oversee lifecycle marketing (email/SMS): onboarding, education, retention, win-back, and cross-sell • Partner with the COO to optimize website UX, merchandising, CRO, landing pages, and SEO, using structured testing and experimentation • Own our brand positioning, voice, and scientific credibility across all touchpoints • Become a subject-matter expert on our products, sensory technology, balance/fall-risk, and performance use cases • Translate complex neurosensory and movement science into clear, compliant, scalable messaging frameworks • Oversee content strategy and calendars across web, email, social, and partnerships • Collaborate closely with Founder on education, thought leadership, and clinical credibility • Lead and develop a lean, high-performing marketing team (social media associate) • Oversee all agency partners (performance, creative, lifecycle, SEO, PR), ensuring alignment and accountability • Define KPI frameworks and dashboards (traffic, CAC, ROAS, MER, LTV cohorts) • Deliver monthly reporting and executive insights, translating data into clear actions and decisions • Oversee the Partnerships Manager and strategic brand relationships • Scale affiliate and influencer programs with a credibility-first lens (clinicians, performance experts, wellness leaders) • Leverage partnerships to extend trust, education, and demand—not just reach • Ensure partnerships reinforce our positioning in balance, movement longevity, and sensory health

• Together with Chief Growth Officer, own the full-funnel demand generation strategy and execution: paid and organic acquisition, content-to-lead programs, account-based marketing, partner co-marketing, lifecycle email nurture, and conversion optimization • Define and evolve brand architecture and messaging that differentiates Heartbeat in payer/provider/employer markets; • Collaborate with Chief Growth Officer for conference and event strategy and own “end‑to‑end” conference program management (budgeting, management of conference contracts, logistics, vendor management, booth production, shipping, staffing plans, run‑of‑show, onsite execution); • Lead capture workflows, qualification criteria, and integration into CRM for any marketing related campaigns • Ownership of the collateral library: creation, version control, compliance review, and distribution • Lead media relations, analyst relations, management of external marketing agencies and collaboration with external partners. • Collect, measure, and report on earned coverage and impact • Manage applications and submissions for industry awards, nominations, etc. • Work with Senior Designer to create sales-ready assets (decks, case studies, battle cards) • Build, mentor, and scale a high-performing team (demand, content, creative, events, comms); manage agency and vendor relationships and the marketing budget.

• Lead the marketing team: Build and mentor a high-performing marketing team focused on achieving ambitious growth targets. • Drive growth by developing and prioritizing marketing strategies effectively: Develop and execute multi-channel product marketing strategies. • Optimize the cost of customer acquisition and own marketing budgeting: Collaborate across marketing to establish and manage marketing budgets for each country. • Manage Wave’s brand: Oversee brand efforts, ensuring consistent and impactful brand communications.

• Lead marketing and communications department to elevate brand awareness, advance strategic goals, engage constituencies, amplify community stories, and support CEO and Board thought leadership • Oversee department operations including budgeting, staff management, and strategic planning • Direct development of print and digital products: website, newsletter, annual reports, social media, and fundraising materials • Use data-informed strategies to grow event registrations, program enrollments, and scholarship applications • Collaborate with Development on fundraising campaigns including Giving Tuesday and year-end appeals • Support CEO and Board for speaking engagements and media interviews with talking points and briefing materials • Communicate and collaborate with senior leadership, Board, staff, vendors, and stakeholders • Create KPIs to ensure communication channels advance NMF's mission, brand awareness, and audience engagement • Develop RFPs and manage marketing vendors • Ensure brand alignment across departments