• Run Story's loyalty/rewards program, creating a differentiated experience that drives frequency and retention. • Build loyalty mechanics that go beyond points-for-dollars—incorporating behavioral triggers, tier progressions, and experiential rewards that create habit and emotional connection. • Develop and execute retention strategies and tactics that measurably reduce customer churn, increase visit frequency, and grow customer lifetime value. • Own the loyalty program P&L, balancing reward generosity with margin protection and liability management. • Monitor competitive loyalty programs and industry trends to ensure Story's program remains differentiated and compelling. • Audit current lifecycle and loyalty strategies, identifying opportunities to improve retention and LTV. • Lead customer journey mapping to optimize the full lifecycle—from acquisition to retention to advocacy—across digital and retail channels. • Drive segmentation, targeting, and dynamic content strategies across all lifecycle stages to maximize engagement and retention. • Build and manage automated marketing flows including onboarding, retention, re-engagement, win-back, and churn prevention campaigns. • Manage end-to-end production of email and SMS/MMS campaigns to meet the messaging calendar. • Monitor and analyze performance of lifecycle and loyalty programs, extracting actionable insights and continuously improving outcomes. • Report channel KPIs to senior leadership with actionable insights and recommendations. • Lead the migration to Klaviyo as our primary CRM platform, ensuring seamless transition with minimal interruption to marketing programs. • Optimize CRM systems and tools to enhance customer engagement, send capabilities, and marketing tactics. • Manage technology partner relationships for CRM, SMS, and loyalty platforms, maintaining regular communication to maximize platform capabilities. • Collaborate with Paid Marketing, Retail Operations, Merchandising, and other teams to ensure cohesive messaging and alignment across all channels. • Stay ahead of industry trends and emerging channels, continuously refining and innovating Story's lifecycle marketing approach.