• Overall Growth Strategy & Roadmap: Own the strategic vision and roadmap for CRM, including segmentation frameworks, testing agendas, personalization strategies, and automation expansions—all with the ultimate goal of driving improved first purchase conversion and LTV. • Predictive capabilities and driving Hyper-Personalization: Establish and Scale Intelligent Timing and Orchestration, augmenting manual send strategies by deploying algorithms that determine exactly when a user is holding their phone. • Platform Strategy & Architecture: Own the CRM platform strategy (e.g., Braze, modular ecosystem), serving as the primary owner of the relationship, ensuring we are maximizing our investment by utilizing the full Intelligence Suite. • Cross-Functional Collaboration: Partner with Data Science to interpret insights, model performance scenarios, and translate analytical findings into actionable strategies and optimizations. • Create a culture and program of continuous performance improvement through testing, Measurement & Optimization: Establish a structured experimentation framework—prioritizing tests based on expected impact, statistical rigor, and customer relevance. • Team Leadership & Development: Coach and develop for the AI Era, ensuring CRM is a core growth driver of the business.