• Drive and own the multi-year customer marketing strategy and communications to define the portfolio growth initiatives across the North American Mobility segment • Develop and implement a top-down strategic approach that aligns customer marketing initiatives with broader business objectives and growth targets • Act as the central orchestrator of all customer-facing marketing efforts, ensuring cohesive messaging and seamless execution across functions • Own the performance marketing strategy specifically focused on the Customer Backbook (existing customer base) • Develop sophisticated segmentation strategies with key cross-functional partners to identify and target high-value customer groups for retention, cross-sell, and up-sell opportunities • Proven capability to leverage first and third party data to develop audience and customer level personalization strategies to deliver tailored journeys and value propositions to customers • Apply a rigorous ROI lens to all Backbook initiatives, continuously monitoring, analyzing, and optimizing campaigns for maximum return on investment • Manage, mentor, and lead the dedicated marketing team, fostering an environment of continuous improvement and analytical rigor • Define and manage the downstream channel strategy (e.g., email, app, direct mail, SMS) to ensure optimal reach, engagement, and conversion for customer marketing campaigns • Command and demonstrate proven competency in utilizing core MarTech capabilities (e.g., CRM, marketing automation, content management systems, analytics platforms) to drive measurable marketing outcomes.