Chief Executive Officer

Reporting to the Board of Directors, the Chief Executive Officer will lead the Company through its next stage of growth. The Founder will move to Executive Chairman, leading the board while stepping out of day-to-day operations.

 

This Company has established product-market fit, built sales channels that work, and reached profitability. The founder's zero-to-one work is complete, and this role is for an operator who has the passion and the skills to scale the company.

 

This is a hands-on operating role for an entrepreneurial leader who can scale a small, mission-driven company under real constraints. The CEO will own the full P&L and annual plan, with primary responsibility for accelerating the B2B2C channel, developing the new pre-need channel, and translating the company’s production investment into higher volume, stronger unit economics, and a consistently excellent family experience.

 

The successful leader will preserve and strengthen the category this Company created. The CEO must grow adoption and distribution without commoditizing the category, while leading the company’s EOS cadence, developing the existing leadership team, and using AI personally and organizationally to increase speed, insight, and effectiveness.

 

ACCOUNTABILITIES

Strategy and Growth

• Translate the company’s growth opportunity into a focused multi-year strategy, annual plan, and measurable operating priorities
• Scale revenue 2x-3x while protecting mission, category leadership, and financial discipline
• Build a clear sales and marketing roadmap centered on the B2B2C channel, while continuing to grow the DTC channel
• Run marketing that serves partners and families at the same time, equipping partners to sell the service and families to ask about it
• Set pricing, channel policy, and partnership strategy to expand adoption while protecting the integrity of the category

 

Operations and Financial Performance

• Own the full P&L, cash flow, annual budget, cash performance, and delivery against growth and profitability targets
• Partner with the VP of Production to commission and optimize the new automation line, increase throughput, improve lead times, and strengthen unit economics
• Operate resourcefully within capital and headcount constraints, making disciplined investments and building only where the business requires it

 

Category and Mission Stewardship

• Steward the Company’s public benefit purpose and balance commercial performance with meaningful service to end consumers.
• Protect the category's principles, intellectual property, market position, and distinct form-of-remains point of view, including enforcement against imitators
• Keep promoting the problem this Company’s product solves and the future it points to, so that consumers and vendors ask for the category by name
• Grow the base of super consumers and B2B partners who drive adoption and evangelize the mission
  

 

Leadership and Organization

• Lead, align, and develop the existing leadership team across production, sales, relationships and community, marketing, finance, customer experience, and operations
• Mentor and continue developing key team members who carry deep institutional knowledge and show an eagerness for professional growth.
• Run and refine the EOS operating cadence with clear accountability, decisive prioritization, and transparent communication
• Build confidence through the founder transition and foster a culture grounded in gratitude, curiosity, precision, and empathy
• Use AI tools directly and lead broader adoption across the organization to improve analysis, communication, systems, and productivity

 

KEY KNOWLEDGE, SKILLS and INDUSTRY EXPERIENCE

• Experience owning an entire P&L and leading the full range of functions in a small or entrepreneurial business; prior CEO title is not required
• Demonstrated success scaling a company of comparable size through its next stage of growth, roughly doubling or tripling revenue, or serving as the operator-in-fact during comparable growth
• Strong B2B2C commercial experience selling through professional, trade, or local partner networks to reach an end consumer
• A track record of expanding channel productivity, strengthening partner relationships, and converting strategic partnerships into sustainable revenue
• Highly entrepreneurial and hands-on, with the judgment and resilience to grow without assuming significant new capital, infrastructure, or headcount
• Fluency in margins, unit economics, cash flow, and operating tradeoffs, paired with a commercially oriented leadership profile
• Experience designing, building, or nurturing a category, or the curiosity and discipline to become a committed student of category design
• Daily, practical use of AI tools and demonstrated success changing how a team or company works because of AI
• Experience in an emotionally considered purchase category, a national brand distributed through local professionals, or an adjacent service business is especially relevant
• Ability to lead a purpose-driven organization and balance commercial performance with a public benefit mission

 

QUALIFICATIONS

• Senior general management experience as a CEO, President, COO, General Manager, or comparable second-in-command with enterprise-wide responsibility
• Success leading in a lean, high-accountability environment where the leader personally moves between strategy and execution
• Financial competence and confidence owning a P&L, with an ability to make disciplined investment decisions under constraint
• Experience working in a B2B2C environment
• Success scaling an organization through a comparable stage of growth
• Demonstrated people leadership, including the ability to develop existing leaders and build trust through organizational transition
• Mission alignment and emotional intelligence appropriate to serving a specific end user
• Based in or willing to relocate to Santa Fe, New Mexico

 

KEY WORK PARTNERS

The Chief Executive Officer will work closely with:

• Board of Directors
• Founder and Board Member
• Fractional President and Board Member
• Leadership team across Production, Sales, Relationships and Community, Marketing, Finance, and Operations
• External strategic partners

 

COMPANY CULTURE

The culture is grounded in four values: gratitude, curiosity, precision, and empathy. The organization is entrepreneurial, resourceful, and accustomed to working across functions in a lean environment. It operates on EOS and increasingly uses AI across marketing, finance, legal review, systems work, analysis, and communication. The founder’s transition creates an important leadership moment. The incoming CEO will inherit a committed team and established functional leaders, not a turnaround or personnel remediation assignment. Success will depend on honoring the company’s history and mission while creating clarity, confidence, accountability, and a stronger operating rhythm for the next stage of scale.

 

Success will require a leader who is

• Entrepreneurial, hands-on, and comfortable getting into the details
• Empathetic and grounded, with the judgment to lead in an emotionally sensitive category
• Commercially ambitious while disciplined about mission and category stewardship
• Curious, direct, transparent, and committed to developing people
• Resourceful and decisive under constraint
• AI-forward and willing to lead new ways of working from the front

 

LOCATION

Santa Fe, New Mexico

 

This is an on-site leadership role. The CEO will work where the solidification service is performed and where the majority of the team is based. Periodic travel is expected for industry conferences, partner development, and relationship building.