• Own all lifecycle programs (welcome, onboarding, post‑purchase, cross‑sell/upsell, loyalty, churn risk, reactivation, win‑back). • Lead the evolution from a merch‑calendar mindset to a customer‑centric, lifecycle‑driven program. • Establish a multi‑year CRM/Loyalty roadmap aligned to brand storytelling, customer engagement, and business growth. • Run performance‑driven campaigns and high‑converting automations across Email/SMS; set creative, segmentation, and QA standards. • Build testing frameworks (A/B/MVT), personalization rules, and fatigue controls to continuously improve engagement, RPR, and LTV. • Own retention analytics & attribution—identify which flows, campaigns, and product types drive true repeat revenue. • Own the lifecycle tech stack (ESP, SMS, deliverability, Loyalty, Personalization, Journey orchestration, Analytics). • Leverage AI and automation to accelerate testing velocity, improve creative relevance, and surface revenue‑driving insights. • Champion cross‑functional alignment with Paid Media, Brand Marketing, Creative, Retail, Product, and Data/Engineering.