• Own Twin’s master narrative with a deep understanding of audience psychology and behavior • Apply both intuitive and rational persuasion principles across all brand and experience touchpoints • Translate one core truth into compelling, action-oriented storytelling for members, employers, and health plans • Ensure messaging consistently answers why Twin matters, why now, and why Twin • Own Twin’s brand system including voice, tone, language, and visual identity • Ensure consistent and persuasive expression across website, lifecycle marketing, sales assets, PR, and partner channels • Own the TwinHealth.com experience including narrative flow, UX alignment, and conversion support in partnership with Growth and SEO • Own how Twin’s brand and narrative show up across modern discovery channels, including search engines and AI-powered answer platforms • Partner with Growth and SEO to ensure content is structured, authoritative, and discoverable across SEO, AEO, GEO, and emerging generative search experiences • Ensure Twin content is optimized for clarity, credibility, and relevance so it is accurately represented in AI-generated answers and summaries • Establish clear guardrails that allow teams to move quickly without fragmenting the brand • Own the visual persuasion strategy for Twin across brand, product, marketing, and partner experiences • Set clear design principles that guide how Twin communicates trust, clarity, and credibility visually • Ensure design systems scale across B2C, B2B, and B2B2C without dilution or inconsistency • Partner with Creative and Product teams to translate complex concepts into simple, intuitive, and emotionally resonant visual experiences • Apply behavioral and visual psychology to influence attention, comprehension, and action across pages, campaigns, and flows • Provide clear guidance and direction so design teams can move quickly while maintaining high quality and cohesion • Use AI to rapidly create and test hyper-personalized assets including copy, subject lines, visuals, landing pages, mailers, and interactive flows with Lifecycle and Commercial Marketing teams • Partner with Marketing Operations and MarTech to operationalize AI-assisted workflows that scale personalization while maintaining quality • Run fast, disciplined experiments to understand what drives action across audiences • Design and execute A/B and multivariate tests across messaging, visuals, and experiences • Use data and qualitative insight to double down on what works and quickly retire what does not • Build a culture where learning speed is a competitive advantage • Lead storytelling for new product and program launches across audiences and marketing channels • Frame new offerings with clarity and confidence so they feel inevitable rather than optional • Partner closely with Product Marketing, analytics, and Clinical to ensure accuracy and credibility • Own strategy for influencers, UGC, testimonials, and member stories with appropriate governance • Ensure all social proof is credible, compliant, and designed to reduce friction and increase trust • Partner with PR and Communications to reinforce narratives through earned media and executive storytelling • Act as a senior partner to Growth, Lifecycle, Product Marketing, Sales, Field, and Client Growth • Influence through clarity and collaboration, with best ideas winning • Lead and develop a small, high-impact team across brand, creative, content, and experience • Other duties as assigned