5+ years of hands-on experience in lifecycle marketing, CRM, or email/SMS marketing with a proven track record driving revenue, retention, and customer LTV • Deep expertise in audience segmentation and list strategy — you know how to slice data to find the right customer, with the right message, at the right moment • Genuinely data-driven: you dig into the numbers yourself, identify what the data is telling you, and use those insights to build smarter programs — a self-starter on managing this need • Proven ability to design and execute automated lifecycle flows from the ground up across email, SMS, and push • Retail or consumer brand background — you understand how customers shop, join, and churn • Strong understanding of email/SMS compliance: CAN-SPAM, TCPA, CCPA, GDPR, and consent best practices • Comfortable managing multiple channels and programs simultaneously without dropping the ball • Strong communicator who can work effectively with corporate stakeholders and franchise owners alike • Self-starter mentality — you identify the opportunity and move without waiting to be told • Proficiency with at least one major ESP/CRM platform (e.g., Klaviyo, Cinch, Braze, Customer.io, Salesforce Marketing Cloud, Iterable, or similar). • Take a fully data-driven approach to lifecycle strategy — independently digging into platform analytics, behavioral data, and cohort performance to surface trends, drop-off points, and growth opportunities • Build and analyze audience segments using CRM tools and, where applicable, data warehouse environments (Snowflake experience a plus) • Translate raw data into clear, actionable insights that inform campaign strategy, product decisions, and customer experience improvements • Own cohort analysis, funnel performance, and lifecycle KPI reporting — identifying what's working, what isn't, and what to do next.