• Own end-to-end lifecycle strategy and execution across acquisition, onboarding, engagement, churn, retention, and win-back. • Lead CRM/ESP strategy and innovation, including optimization, vendor management, and potential migrations – ensuring our platforms are scalable and future-ready. • Build automated, behaviorally-driven lifecycle journeys and ad hoc campaigns across email, SMS, and emerging channels. • Lead AI integration across lifecycle workflows, including propensity modeling for churn prediction, dynamic content personalization, send-time optimization, and generative copy testing. • Design and execute structured experimentation frameworks that drive measurable gains in retention and LTV. • Develop roadmap(s) so stakeholders have a clear sense of the work that’s being done to improve each stage of the funnel. • Work with Data to strengthen segmentation, tracking, attribution, and reporting, translating insights into executive-ready narratives with clear recommendations. • Collaborate with Product, Editorial, Membership, and Events to embed lifecycle thinking across the business. • Project manage newsletter launches, rebrands, and growth initiatives across Local and national products. • Maintain a pulse on growth trends and optimize initiatives to ensure positive net subscriber gains. • Identify and advocate for martech infrastructure needs, including AI-powered tools, to scale lifecycle impact, leading adoption of new tools. • Maintain governance, compliance, accessibility, and suppression standards across campaigns. • Serve as the internal subject-matter expert on lifecycle marketing, elevating performance across the organization.