• Own lifecycle revenue, retention, repeat rate, and LTV performance across CRM channels • Define and maintain the lifecycle roadmap across acquisition, onboarding, engagement, retention, reactivation, and loyalty aligned with Mixbook’s brand vision • Act as the single accountable owner for CRM strategy, prioritization, and results • Set strategy and guardrails across email, SMS, push notifications, direct mail, loyalty, and referral programs to meet or exceed revenue goals • Ensure strong orchestration across channels, balancing short-term performance with long-term customer value • Establish promotion and messaging governance to drive sustainable lifecycle performance • Establish and execute frameworks for CRM testing and optimization to drive incrementality • Partner with Data and Analytics to define lifecycle health metrics and success criteria • Translate performance data and insights into clear priorities, roadmap adjustments, and investment decisions • Own CRM platform strategy, integrations, and vendor relationships (e.g., Iterable, Attentive, direct mail partners) • Partner with Product and Engineering on identity, data flows, and personalization capabilities • Ensure CRM tooling, data, and processes scale with the business • Lead, mentor, and develop CRM Manager(s) while setting clear operating standards and expectations • Act as a player-coach when needed, stepping in on reporting, analysis, or select execution during high-impact moments • Provide hands-on leadership for new initiatives to drive speed, clarity, and quality • Partner closely with Creative, Product, Data, Growth, and Customer Experience teams • Serve as the lifecycle voice in cross-functional planning and prioritization • Ensure CRM strategy is tightly aligned with broader company and growth initiatives