Execution of lifecycle marketing to onboard, retain, build loyalty and increase lifetime value by engaging customers with personalized, targeted and relevant marketing at every stage. Own CRM strategy and communications plan leveraging appropriate marketing channels (email, phone calls, In-App/Push, social, etc.). Coordinate cross-functionally with teams to create strategies and develop campaigns for marketing content to prospective and current customers. Define and document briefs, business rules, data/tech requirements, system integrations as well as process and procedures for all lifecycle marketing campaigns. Collaborate with all relevant teams to design, implement and evaluate personalized lifecycle email/In-App/Push campaigns. Ensure all campaigns have key metrics identified, tracked and analyzed with insights. Partner with product, marketing, sales, service, and analytics to ensure that all campaigns have clearly defined success metrics which are tracked and analyzed. Work with product, technology and data teams to define feature and data requirements to create new communication channels and improve the intelligence available for relevant, personalized, real-time marketing.