• Own and optimize the end-to-end member engagement and activation roadmap, including login, registration, onboarding, identity flows, member home, and profile management. • Build intuitive, frictionless experiences that improve registration rate, increase order initiation, and boost exam completion. • Design and execute rigorous A/B tests and experimentation frameworks to identify improvements across the funnel, from first touch to order completion and follow-through. • Partner closely with Marketing and Growth to ensure cohesive messaging, personalized journeys, and high-performing acquisition-to-activation handoffs. • Work tightly with Engineering, Design, and Data to ship high-quality product experiences with clear requirements, strong technical understanding, and crisp execution. • Leverage analytics tools (Amplitude, Looker, SQL) to develop insights, diagnose friction points, and uncover opportunities to increase funnel efficiency and retention. • Contribute to scheduling and payments-related enhancements that improve the overall member journey and reduce drop-off, even if not part of your core scope. • Represent engagement performance, insights, roadmap, and experiments to leadership with clarity, data rigor, and a deep understanding of member behavior. • Lead stakeholder alignment across Marketing, Growth, Member Services, Provider Ops, and Operations, ensuring cross-functional clarity and strong roadmap buy-in. • Champion the voice of the member by running research, usability sessions, and journey mapping to drive thoughtful, human-centered improvements.