• Lead lifecycle marketing efforts across the customer journey with a strong focus on e-commerce email performance, transitioning from mass email blasts to targeted, personalized campaigns that drive measurable ROI and incremental revenue. • Build and optimize audience segments and automated journeys that increase engagement, conversion, and retention aligned with KPI goals. • Own end-to-end strategy and execution of consumer email initiatives — including campaign ideation, copywriting (subject lines and body content), basic template building, asset coordination, QA, and deployment. • Collaborate closely with Engineering to define necessary events and triggers and ensure proper data flow to support lifecycle automation. • Launch and optimize targeted campaigns and customer journeys with clear hypotheses, testing plans, and measurable revenue impact. • Own the A/B testing roadmap — design experiments, execute tests, track results, and translate insights into actionable improvements. • Conduct testing across subject lines, messaging, CTAs, segmentation, customer cohorts, send-time optimization, and personalization strategies to increase performance. • Partner with design and cross-functional stakeholders to evolve creative direction, layouts, and templates using tools like Figma and internal admin systems. • Manage and maintain the marketing calendar, ensuring alignment with business priorities and collaboration across B2B and consumer marketing teams. • Produce regular reporting on campaign effectiveness, including opens, clicks, conversions, revenue, lift, unsubscribes, and other core metrics with a focus on incremental impact. • Measure and analyze the ROI and overall effectiveness of lifecycle marketing initiatives, providing recommendations for scaling what works and iterating where needed. • Contribute to a small, collaborative team environment by bringing initiative, new ideas, and a strong test-and-learn mindset.