• Own lifecycle KPIs including activation, engagement, retention, churn reduction, and lifetime value • Define and execute a lifecycle roadmap aligned to company and marketing OKRs • Translate customer insights and behavioral data into measurable programs that drive long term value • Partner cross functionally to deliver a consistent, high quality customer experience across the funnel • Redesign onboarding to improve clarity, trust, and early habit formation • Identify key early behaviors tied to long term retention and build programs to drive them • Reduce early churn through proactive education and expectation setting • Elevate email, push, and in app messaging with clearly defined channel roles • Develop a scalable segmentation framework rooted in lifecycle stage, intent, and behavioral signals • Launch behavior triggered engagement and monetization programs • Improve message to user fit across cohorts and use cases • Continuously optimize targeting to increase relevance and engagement • Create and own a disciplined lifecycle experimentation roadmap • Drive testing across messaging, offers, segmentation, and value propositions • Measure incremental impact and downstream behavior, not vanity metrics • Oversee lifecycle platform architecture and reporting in partnership with Marketing Operations • Lead lifecycle strategy across email, push, and in app messaging • Set standards for frequency, targeting, and customer experience • Balance monetization goals with long term brand trust