• 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