• Own CRM strategy across email, SMS, push, and in-app: acquisition captures, onboarding, nurture, upsell, cross-sell, reactivation, and win-back. • Design segmentation, personalization, send cadence, and content frameworks tied to user state and predicted value. • Stand up referral, loyalty, and lead magnet programs; integrate with paid to retarget and suppress efficiently. • Partner with eComm/Prod to optimize capture surfaces, PDPs/LPs, and checkout to improve CVR and reduce churn. • Lead planning and buying for TV/CTV, OOH, print, audio/radio, and direct mail, aligned with digital. • Build geo-first test plans (geo splits, phased market rollouts) to read lift and scale. • Negotiate rates, placements, and value-adds; set creative rotation and flighting. • Implement unified frequency and reach management across offline and online. • Oversee Search, Social, Programmatic, Affiliates, and Marketplaces with robust creative and landing page testing. • Deploy audience frameworks: prospecting, retargeting, and suppression using first-party data and clean rooms. • Heavily influence the measurement roadmap: MMM, MTA, geo-experiments, platform lift studies, and holdouts. • Build an incrementality program with always-on tests; codify decision rules for scaling/pausing. • Define the source of truth for LTV, attribution windows, and forecasting. Partner with Marketing Analytics and Finance on models and reporting. • Publish weekly scorecards and monthly QBRs with insights, not just metrics. • Lead SEO strategy (technical, content, authority) to grow qualified traffic and conversion in partnership with eComm and Editorial. • Prioritize backlogs using impact sizing tied to revenue. • Drive a performance creative engine: briefs, rapid iteration, modular assets for offline and digital. • Establish test matrices for hooks, offers, formats, and CTAs by audience and channel. • Hire, develop, and mentor channel owners, CRM managers, and analysts. • Run tight operating rituals: weekly performance reviews, test readouts, and roadmap prioritization. • Ensure compliance with privacy, consent, and deliverability standards.