• Own the identification, evaluation, and prioritization of adjacent market opportunities surfaced by Sales, Client Success, Product, and other internal teams • Lead comprehensive TAM (Total Addressable Market) analysis for each potential market, including sizing, segmentation, competitive landscape, and entry requirements • Define what features, capabilities, partnerships, and investments are needed to successfully enter and win in new markets • Build and present market expansion business cases to executive leadership and the board • Continuously monitor market trends, customer needs, and competitive dynamics to surface new growth vectors • Serve as a key voice in setting the strategic direction of the product and solution portfolio • Translate market insights, customer feedback, and competitive intelligence into clear product positioning and roadmap input • Partner with Product Management to ensure the roadmap reflects both current customer needs and future market opportunities • Define and maintain clear Ideal Customer Profiles (ICPs) and buyer personas across existing and target markets • Act as the primary liaison between Sales, Client Success, Product, and Marketing to ensure alignment on market direction and priorities • Establish a systematic feedback loop to capture and act on insights from the field • Present market findings, competitive intelligence, and strategic recommendations to senior leadership on a regular cadence