• Own Consumer Lifecycle Strategy • Lead end-to-end lifecycle strategy for Consumer acquisition-to-retention journeys • Define audience frameworks, communication architecture, and contact strategy to improve engagement while reducing oversaturation • Build High-Impact Programs • Develop and scale onboarding, activation, retention, and re-engagement journeys • Create targeted, behavior-based campaigns across email, SMS, push, and in-app • Experimentation & Optimization • Own lifecycle experimentation roadmap and A/B testing strategy • Test messaging, timing, segmentation, and channel mix to drive measurable improvements • Use cohort analysis and behavioral data to refine journeys and unlock growth • Data & Business Impact • Define KPIs tied to retention, repeat behavior, bookings, and LTV • Forecast lifecycle impact and model program contribution • Translate performance insights into strategic recommendations, not just reports • GTM & Product Partnership • Lead lifecycle planning for product and feature launches • Define target audiences, journey sequencing, messaging frameworks, and success metrics • Support adoption of growth-driving features for Pros while maintaining primary Consumer ownership • Systems, Process & Scale • Own CRM best practices and journey architecture in Braze • Improve segmentation, data hygiene, and communication governance • Help establish scalable processes, documentation, and experimentation frameworks