Jessica Friedeman
LifeMDAbout 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 .