• Retention & Lifecycle Strategy: Co-own Cotopaxi’s customer retention and lifecycle strategy in partnership with the Head of Retention & Paid, with primary ownership across email and SMS. Help define and track lifecycle goals, KPIs, and OKRs that drive repeat purchase, engagement, loyalty, and customer lifetime value. Identify and execute opportunities to improve retention through segmentation, personalization, automation, and testing. Support the development and launch of Cotopaxi’s future loyalty strategy and program. • Email & SMS Program Ownership: Own the end-to-end execution of all Cotopaxi email and SMS programs, including campaigns, triggered automations, and lifecycle journeys. Manage campaign planning, scheduling, and deployment across key launches, moments, and peak buying periods. Continuously optimize performance through A/B testing, audience strategy, and content iteration. Ensure best practices across deliverability, compliance, accessibility, and overall customer experience. • Platform Ownership (Bloomreach): Own and operate Bloomreach as Cotopaxi’s ESP/CDP, including audience development, journey orchestration, automation, and optimization. Partner with internal teams and external vendors to maintain and expand platform capabilities. Leverage customer data and behavioral insights to power personalized, omni-channel retention strategies. • Loyalty & Emerging Channels: Support the testing and expansion of emerging retention channels, including direct mail. Play a key role in designing, testing, and operationalizing Cotopaxi’s future loyalty program. Partner cross-functionally to ensure loyalty initiatives align with brand, impact, and customer experience goals. • Analytics, Insights & Reporting: Analyze email, SMS, and lifecycle performance, translating data into actionable insights. Own regular reporting on retention KPIs, campaign performance, and lifecycle health. Partner with analytics and finance teams to understand and communicate the revenue and LTV impact of retention efforts. • Cross-Functional Collaboration: Collaborate closely with Creative, Brand, eCommerce, CX, Impact, and Analytics teams to bring retention programs to life. Translate strategy into clear briefs, timelines, and execution plans. Serve as a lifecycle marketing and retention subject-matter expert across the organization. • Operational Excellence: Maintain lifecycle marketing calendars and conduct regular audits of automated journeys. Document processes, best practices, and learnings to support scalability and knowledge sharing. Stay current on lifecycle marketing trends, tools, and innovations.