• Lead and manage end-to-end lifecycle marketing – ensuring strong customer engagement, education, awareness, retention, and loyalty- in turn driving higher LTV • Develop and optimize CRM strategies across multiple channels like email, SMS, onsite capture (sign‑up units), and customer groups on social, etc. • Collaborate with Marketing, Merchandising, Analytics, and Product to align on CRM strategies and clearly communicate impact on engagement and revenue • Lead seasonal CRM marketing calendars, balancing promotions and content, and recommend cadence and offer strategies to cross-functional teams • Own A/B and multivariate testing: define the test‑and‑learn roadmap for segmentation, offers, and creative, and continually optimize programs • Track performance, surface insights, and present clear recommendations to leadership to inform broader business strategy • Develop and execute initiatives to grow email and SMS lists, collaborating with Partnerships and Performance Marketing on lead‑gen opportunities • Evaluate and manage CRM/ESP vendors and platforms (including negotiating contract terms and managing compliance); identify opportunities to improve tools, workflows, and results • Stay on top of industry trends, emerging technologies, and customer engagement best practices to shape long‑term lifecycle strategy • Inspire, develop, manage, and mentor a direct report