This role combines strategic thinking and creativity with data backed insights to build stronger customer relationships, using tools that help us understand, segment, and connect with people more meaningfully across different brands.

Lead the planning and execution of lifecycle programs across onboarding, growth, reactivation, and win-back Use customer insights to shape timely, relevant, and personalized communications Steer the use of customer data and engagement platforms to deliver the right messages to the right audiences Collaborate with brand, content, and analytics teams to deliver campaigns that drive real impact Establish and monitor key lifecycle KPIs to optimize performance and improve customer connection Lifecycle Campaign Planning & Execution Develop and manage communication flows tailored to different stages of the customer journey Design journeys that respond to behavior, preferences, and signals in real time Ensure all lifecycle messaging aligns with each brand’s voice, value proposition, and customer experience goals

2. Insight-Driven Personalization

Analyze customer behavior and campaign performance to develop smarter targeting and messaging strategies Use segmentation and journey data to tailor communications to different customer groups Generate actionable insights to improve engagement, retention, and customer lifetime value

3. Platform Stewardship (Customer Tools & Data)

Manage day-to-day use of customer engagement and data platforms – where audiences are built, automations are set, and campaigns are deployed Ensure clean, usable, and integrated customer data to support relevant communications Work with marketing, digital, and tech teams to improve system flows and enhance message delivery

4. Cross-Functional Collaboration

Partner with creative, brand, and channel teams to execute lifecycle campaigns that fit each platform’s objectives Align with analytics, eCommerce, and category teams to time communications with business activities and customer behavior Support integrated marketing plans with audience-first lifecycle strategies

5. Customer-Centric Strategy

Champion a customer-first mindset, ensuring every message adds value and relevance Respond to customer feedback and behavior changes with adaptive lifecycle content Support all CTC platforms in delivering more thoughtful, personalized experiences