• Lead the creation and execution of the overarching communications plan, defining lifecycle strategy across acquisition, nurture, conversion, retention, and reactivation campaigns. • Own end-to-end campaign management across email, SMS, and lifecycle automation, from planning and creative briefing through execution, QA, and performance reporting. • Partner with agency teams to build and optimize customer journeys in HubSpot, driving engagement, conversion, and retention through targeted, behavior-based automation. • Lead upsell and cross-sell initiatives by leveraging segmentation, product usage, and purchase history to increase average order value (AOV) and subscription longevity. • Develop and execute retention campaigns focused on reactivation, churn prevention, and customer loyalty across both DTC and practitioner audiences. • Support HCP acquisition and nurture programs, ensuring lifecycle efforts align with sales enablement, lead scoring, and follow-up coordination. • Collaborate cross-functionally with Brand, Digital, and Sales teams to translate insights into continuous optimization and informed content planning.