Reaching out to owner of a company that posted a position?

So I saw a listing for a job that I fit perfectly with. The position is in my background. I am even in their desired market. Its a smaller company with maybe only 6 people at the corporate level. I went to the website and saw the email of the head of the company. Whats the etiquette on emailing him directly? I don't want to go around anyones back, but I also want to make sure that my application is seen and doesn't get lost. Is it being too forward? I am usually iffy about doing things like this. What would you guys do?

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