• Own TelyRx’s end-to-end lifecycle strategy across the full patient journey, from first order to long-term retention • Design and execute programs that materially impact LTV, repeat rate, refill adoption, and cohort performance • Partner closely with Performance, Product, CX, and Analytics to ensure lifecycle is embedded into growth strategy • Own all email and SMS strategy, execution, and optimization—including transactional, refill, educational, and promotional programs • Build segmentation frameworks based on behavior, condition type, purchase cadence, and product mix • Own lifecycle strategy for TelyWell Rewards and the referral program • Lead lifecycle-driven direct mail initiatives where they support retention, refills, or high-value cohorts • Own lifecycle KPIs including retention, repeat purchase rate, LTV, churn, engagement, and cohort health • Build clear reporting that connects lifecycle activity directly to revenue outcomes