Jessica Friedeman

About Jessica Friedeman

Jessica Friedeman, 41, is Chief Marketing Officer (CMO) of LifeMD (appointed in 2023). She brings ~20 years in patient engagement and go-to-market strategy across CRM, SaaS, and data-driven marketing; she holds a BA in Neuroscience with a minor in Economics from Middlebury College . Company performance context during her tenure includes an annual bonus framework focused on Telehealth Net Revenue, Cash Rebilling Revenue, and Telehealth Adjusted EBITDA ; company cumulative TSR was $29.71 (2022), $105.61 (2023), and $63.06 (2024), with net losses of $45,021k (2022), $17,839k (2023), and $18,728k (2024) .

Past Roles

Organization	Role	Years	Strategic impact
Evariant	VP, Product Marketing	2018–2020	Led product go-to-market focused on patient engagement and revenue efficiency
Healthgrades	Chief Marketing Officer	2020–2021	Oversaw marketing through divestiture to Red Ventures; scaled CRM/SaaS-driven growth programs
Mercury Healthcare	Chief Marketing Officer	2021–2022	Led marketing through acquisition by WebMD; applied data science to retention and growth

External Roles

Organization	Role	Years	Strategic impact
Not disclosed in LifeMD proxy filings	—	—	—

Fixed Compensation

No CMO-specific base salary, target bonus %, or actual bonus paid are disclosed; LifeMD’s executive compensation tables in the proxies cover the CEO and the other two most highly compensated executive officers (NEOs) at year-end, and Jessica is listed as an executive officer but not as an NEO .

Performance Compensation

LifeMD’s annual corporate bonus program (framework used for senior leadership; NEO payouts disclosed) emphasizes growth and operating leverage via three metrics and linear payout adjustment around targets.

Metric	Weight	Threshold (Payout rule)	Target	Maximum (Payout rule + Discretion)	2024 Actual Performance	Payout as % of Target (pre-Discretion)
Telehealth Net Revenue	30%	25% reduction to payout for every $1M below target	$135–$145M	25% increase per $1M above target; discretionary increase ≥$150M	$158.4M	200%
Telehealth Cash Rebilling Revenue	30%	25% reduction to payout for every $1M below target	$100–$108M	25% increase per $1M above target; discretionary increase ≥$112M	$119.8M	200%
Telehealth Adjusted EBITDA	40%	25% reduction to payout for every $1M below target	$0–$7M	25% increase per $1M above target; discretionary increase ≥$11M	$7.4M	100%
Total	100%	—	—	—	—	160%

Notes:

Telehealth Net Revenue is gross telehealth revenue less discounts, returns, and rebates .
Telehealth Cash Rebilling Revenue excludes one-time patients and is calculated on a cash basis .
Telehealth Adjusted EBITDA excludes depreciation, amortization, accretion, financing transaction expense, extraordinary litigation costs, insurance acceptance and SOX readiness, acquisition and severance, and stock-based compensation; reconciliation provided in Appendix A .

Equity Ownership & Alignment

Beneficial ownership for Jessica is not individually disclosed; the security ownership table covers directors, nominees, and NEOs (and a group aggregate), and she is neither a director nor a disclosed NEO in 2024/2025 filings .
Anti-hedging: Directors, officers, and employees are prohibited from hedging transactions (e.g., prepaid forwards, swaps, collars, exchange funds) that offset declines in LifeMD stock value .
Option grant policy: Company states it does not currently grant stock options to employees or directors, reducing option-related repricing risks .

Employment Terms

Change-of-control: Under the equity plan, upon a “Sale Event,” all unvested Restricted Stock and RSUs become 100% vested (and options/SARs fully vest), with provisions for substitution or cash-out as applicable .
Broader governance policies: Insider Trading Policy filed with the 10-K and Anti-Hedging Policy apply across executives .

Performance & Track Record

Company-level context useful for assessing marketing impact alignment:

Metric	2022	2023	2024
Total Shareholder Return ($)	29.71	105.61	63.06
Net Loss ($USD thousands)	(45,021)	(17,839)	(18,728)

Telehealth profitability trend:

Metric	2023	2024
Telehealth Adjusted EBITDA ($USD)	(5,244,576)	7,397,189

This framework (revenue and EBITDA focus) directly ties executive incentives to growth and operating leverage, which is typically influenced by marketing efficiency and retention cohorts .

Investment Implications

Pay-for-performance alignment: The bonus design weights Net Revenue and Cash Rebilling Revenue (60% combined) plus Adjusted EBITDA (40%), incentivizing sustainable growth and leverage; for a CMO, this framework indicates compensation sensitivity to marketing-driven cohort quality and retention economics even though her individual payouts are not disclosed .
Retention/M&A dynamics: Single-trigger full acceleration of equity upon a Sale Event can reduce retention post-transaction; however, anti-hedging policies help align ongoing exposure by limiting downside-protection trades .
Transparency gap: Lack of disclosed CMO-specific cash/equity terms, vesting schedules, and ownership limits the ability to quantify skin-in-the-game and potential near-term selling pressure; monitoring future proxies and any Form 4 filings is warranted .
Company risk backdrop: Reported material weaknesses in ITGCs and IPE/business process controls, and ongoing litigation costs, constitute governance and execution risk factors that may influence compensation discretion and retention strategies for senior executives, including marketing leadership .