• Build and execute clear retention, subscription, and lifecycle strategy frameworks across the customer journey • Identify the biggest retention and subscriber value levers (offers, UX friction, packaging, merchandising, onboarding, touch points, education, etc.) for different cohorts, customer archetypes, and product entry points • Align cross functional teams on priorities and tradeoffs across merchandising, product, acquisition, creative, CX and more • Lead customer facing retention channels (Email, SMS, Loyalty, Direct Mail, Recurring Subscriptions, etc.) by optimizing existing efforts and implementing new strategies and tactics that grow engagement and ultimately lifetime value. • Create and maintain segmentation frameworks and automations that scale and deliver incremental value • Build, maintain, and execute on a retention marketing calendar • Manage and optimize deliverability, creative best practices, frequency and personalization for owned CRM channels • Own subscription onboarding, engagement, the digital products themselves (customer portal + recurring subscription tool), dunning/payment recovery, subscriber up/cross-sells, etc. • Understand the drivers of subscription churn, and build strategies over time that decrease it • Partner with merchandising and product to ensure subscription benefits and value propositions are irresistible • Collaborate with other function owners that inherently impact customer LTV and retention potential (website/ecommerce, acquisition, creative, merchandising, product etc.) • Understand and cater to our various customer archetypes and product category shoppers through in depth understanding of the various channels and product journeys • Regularly champion and develop new channels and tactics • Directly manage leaders of the CRM and Customer Service functions, and the teams that report up to them • Nurture customer relationships by setting a vision and empowering the customer service team to provide standout support