• Own the strategy and calendar for all email and SMS marketing programs, balancing long term initiatives to drive retention with near term needs — from product launches and seasonal campaigns to retention flows and loyalty communications. • Develop and optimize customer journeys across lifecycle stages (welcome, repurchase, winback, etc.). • Define segmentation strategy to deliver personalized, high-converting communications. • Partner with Growth and Digital teams to connect CRM insights to paid media and site experiences. • Track, measure, and evaluate results of email and SMS marketing programs and develop understanding of what resonates and doesn't with the OUAI customer. • Identify and measure KPIs that ladder up to business goals, with ongoing efforts to continuously analyze data, identify trends, and implement optimizations. • Become a subject matter expert in customer behavior and help with evolving our segmentation and customer communication strategy to deliver a personalized and relevant customer experience. • Serve as the business lead for OUAI’s CRM tech stack, including ESP, SMS platform (Klaviyo/Postscript), subscription (Recharge), loyalty platform and integration tools. • Partner with Director of Growth + Retention and Digital team to evaluate, select, and potentially onboard a Customer Data Platform (CDP) — ensuring seamless data flow, audience unification, and personalization enablement. • Refine KPIs, reporting frameworks, and test-and-learn agendas for lifecycle programs. • Own the relationship with digital creative and copy teams for email briefing, creating and editing email content, writing/approving copy, and organizing digital assets and uploading into email deployment tool. • Partner with the Creative team to ensure OUAI’s tone of voice and visual identity come through in every touchpoint. • Collaborate cross-functionally with Digital and Brand teams to develop clear stories that showcase product attributes, encourage cross category purchases, and drive repeat purchases for new product launches, annual promotions, seasonal events, and more. • Follow industry trends and competitor practices with regards to broadcast marketing emails, SMS, personalized marketing, and more to stay ahead of best practices and make recommendations to improve the business.