• Design Master Journey Blueprints • Define customer needs, map journey logic, and set experimentation hypotheses for all new and evergreen lifecycle programs • Architect complete lifecycle journeys across device-first and app-first experiences for our global audience (onboarding, engagement, monetization, retention, winback) • Contribute to building global master blueprints and reusable, modular content templates for adoption across markets • Identify behavioral triggers, inflection points, and moments that matter in the member experience • Drive Experimentation & Causal Analysis • Partner with Growth Data Scientists and Analysts to design rigorous test methodologies with clear hypotheses and success metrics • Translate causal analysis results (LTV impact, incrementality) into new global "recipes" that can be scaled • Own an aggressive testing roadmap (10+ experiments per quarter) focused on learning and optimization • Interpret results through the lens of Customer Lifetime Value (LTV) and Average Revenue Per User (ARPU) drivers • Refine System Logic & Orchestration • Collaborate with Orchestration Managers, System Specialists, and MarTech Analysts to optimize automation systems • Ensure data quality, improve agentic decisioning logic, and refine behavioral trigger accuracy • Design cross-channel orchestration across email, push, in-app, SMS, and web, ensuring cohesive, non-duplicative messaging • While not a core tenant of the role, you will own and build flows in our CEP in the near term (Braze) • Define MarTech Requirements & Governance • Contribute to defining requirements for MarTech/CDP stack evolution • Own the canonical audience taxonomy and segmentation frameworks • Enforce technical governance to ensure global scalability and data integrity • Build Personalization Frameworks Through Insights • Independently analyze member behavior using analytics platforms (Amplitude, Tableau, Looker) to identify opportunities and diagnose problems • Synthesize quantitative data, qualitative feedback, and behavioral signals into actionable insights • Design audience segmentation strategies that balance scale with relevance • Partner with Data Science to define and operationalize propensity models for targeting, suppression, and decisioning • Collaborate Cross-Functionally • Partner with Product, Data Science, Analytics, and Engineering to shape member experiences • Work with Marketing Ops to translate strategic blueprints into executable automation workflows • Collaborate with Product Marketing and Experience Design on lifecycle architecture and messaging frameworks • Influence product roadmaps based on lifecycle insights and member needs • Own Business Outcomes • Drive measurable impact on key metrics: retention, LTV, conversion, engagement • Connect journey design directly to business goals through rigorous measurement of incrementality and causal impact • Report on performance, diagnose underperformance, and iterate quickly.