• Lead lifecycle marketing efforts across the customer journey with a strong focus on e-commerce performance, including acquisition, win-back, nurturing, post-purchase flows, loyalty, retention, surveys, and transactional messaging. • Build and optimize audience segments that drive engagement, conversion, and revenue aligned with KPI goals. • Own end-to-end strategy and execution of consumer e-commerce email and SMS initiatives — including template building/HTML, copywriting, asset coordination, QA, and deployment. • Manage and maintain the email/SMS marketing calendar, ensuring alignment with business priorities, merchandising/retail needs, demand forecasts, and cross-functional partners. • Own the A/B testing roadmap — design experiments, execute tests, track results, and translate insights into actionable improvements. • Conduct testing across subject lines, messaging, CTAs, segmentation, customer cohorts, send-time optimization, and new features intended to increase performance. • Partner with design and copy teams to evolve creative direction, layouts, and templates based on best practices and performance data. • Produce regular reporting on campaign effectiveness, including opens, clicks, conversions, revenue, lift, unsubscribes, and other core metrics. • Measure and analyze the ROI and overall effectiveness of all lifecycle marketing activities, providing recommendations for scaling what works. • Stay current on trends in e-commerce, email, SMS, and loyalty marketing across leading brands; conduct audits and identify new opportunities to acquire, nurture, and retain customers.